How to pull a customer into a sale

A few years ago, when PJ was about six, he and I were playing whiffle ball in our backyard when he popped a homerun "over the ivy" (the neighbor's fence).


A few years ago, when PJ was about six, he and I were playing wiffle ball in our backyard when he popped a homerun “over the ivy” (the neighbor’s fence). I lifted him up and sat him on our fence to go get his ball. He froze. “Jump down,” I said. “I can’t,” he said sitting...


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If he’s uncertain about product quality, remind him that you stand behind everything you sell. Show him the warranty. Remind him how responsive you are to warranty issues. (This is where your relationship with the customer can instill confidence.)

I talked to one dealer who occasionally offers a 30-day, moneyback guarantee to close a deal. When I questioned his sanity, he said only one guy ever took him up on it in his whole career. But he only offers the guarantee to close a stalling sale, and only to the guys he feels wouldn’t take advantage of him.

If price is an issue, try using an incentive to sweeten the pot rather than slash your price. Feel out your customer. Offer to give him extra chances in your weekly drawing. Or offer a free training class. Or throw in a free accessory or some hand cleaner. Be creative. See what value-added perk will motivate him to buy.

This summer, I bought a used sports car from a private party. From test drive to title-in-hand took less than 20 minutes. Why so quick? The seller didn’t pressure me. He didn’t threaten me with other buyers. In fact, he offered to personally fix a broken turn signal. That cinched the deal. It made me confident he was being honest, took the repair out of my hair and raised my comfort level.

Next time you have a customer that’s on the fence, try coaxing him down instead of shoving him off.

Finally, after a little coaxing, I was able to help PJ ease himself down the fence. He threw me his wiffle ball. Then, as he stood there staring up at me, I realized I’d never thought about getting him back! I looked at the gate and my stomach sunk. There was a padlock on it.

Good thing I have a good relationship with my neighbor — he’s my uncle!

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tip at philsasso.com/blog.

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