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And Now Introducing: 'The Buying Line'

Posted on: March 27

Author: Admin
And Now Introducing: 'The Buying Line'

March 27, 2009And Now Introducing: 'The Buying Line'I want to introduce you to a concept I developed selling books door-to-door, an idea I've found applies to every kind of selling. It's called the 'buying line'.This is the principal behind the buying line: After a certain amount of time during a sales presentation or several presentations, the prospect's interest rises to the level necessary to make a favorable buying decision. Or, the interest level does not rise to the level necessary to make a favorable buying decision.In either case, the mythical line you are trying to reach as a salesperson is the 'buying line'.It seems logical that the shortest distance between two lines is the best. When you meet a prospect for the first time, you start two clocks: The time clock 'how long you're with the prospect 'and the interest clock 'what the prospect's level of interest is in your product.In an ideal sales situation, as time goes by the prospect's interest level rises and eventually reaches the level where the prospect is ready to buy. Of course, different prospects take different amounts of time to get to the buying line.It's a Race, not a Nature HikeYour goal should be to get to the buying line as quickly as possible, then close the sale. The best way to achieve this is by pre-planning your presentation. Shooting from the hip, ad-libbing, or using a completely different framework for your presentation each time is counterproductive to this goal.Every word you say in the presence of your prospect can and will be used against you. Therefore, every word that comes out of your mouth should help you get to the buying line as soon as possible. Anything you say that distracts from building customer interest or actually causes the customer to lose interest should be eliminated from your presentation. Giving a planned presentation can best accomplish this for you.Gaining Momentum.Bob loved to tell his prospects jokes. He thought it loosened them up, made them laugh, and showed them what a great guy he was. He also loved to throw these jokes into his presentation at different times as the mood struck him.If he could have charted the effectiveness of his presentation in building customer interest to the buying line, he would have realized he was shooting himself in the foot. Sales presentations rely heavily on momentum, and anything that slows that momentum or distracts from that momentum is counter productive. Get momentum working for you, or it will end up working against you.I sound like a broken record 'or CD 'but the best protection against self-fired torpedos is a planned sales talk. You can't accurately judge your performance if you give a fundamentally different presentation to each prospect. Make it your goal to head for the buying line in the most direct method possible.To Your Success, Tom

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