In this week's Sales Caffeine e-zine, Jeffrey Gitomer discusses the process of closing a sale when a prospective customer asks "How much is it?" Jeffrey calls this question the second biggest buying signal after "I'll take it!" Click here to read the entire article.
I agree with Jeffrey that the "How Much" question is a buying signal, but will also suggest that it is a question that is asked when a customer does not know what else to ask. This is often the case when selling to a bride. She wants what you sell, she needs what you sell, but she has never bought what you sell. Don't assume that the "How Much" question is a sign that the bride is shopping on price alone.
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