marketing+sales: Partner Selling:

Step 7: Create Urgency

Help people understand why it is in their best interest to act now. Answer objections simply and quickly, as if your customer is asking a question—because that's really what they are doing. Say, "That's a great question, I'm glad you asked." Then go into overcoming their objection by explaining how a particular feature creates a benefit that makes their life better.

My favorite method in answering a prospect's questions is the "feel, felt and found" method. Try saying, "I know how you feel. Mrs. Smith recently felt the same way. She wasn't sure the colorful fabric of a swimsuit would hold up to the chlorine of a community pool. She went ahead and took a chance. We chatted the other day, and she told me that she found the color did hold up, even better than she had expected. She thanked me for helping her to choose such beautiful swimwear."

To create urgency, discuss the limited availability or seasonal nature of items. The herd effect is sometimes helpful to get people into action. This is when you talk about how many have already been sold today, this week or this month. Ask them, "How many times have you gone back to a store to buy something you wanted but didn't buy and it was gone?" Don't let this sort of thing happen to your customers.

Step 8: Close the Sale

You cannot be a successful selling partner for long, unless you turn your prospects into buying customers. While I am distressed by the number of my live seminar attendees who have told me they came just to learn closes, I am encouraged by the number that "got" the partner-selling basics. While closing is crucially important, there is so much more to selling than the twisting of arms.