IF We Can Do This

Have you ever been driving and felt the need to check the map or ask someone just to make sure you are on the right road? It is useful in sales to do the same thing. This week we will explore a simple question that can increase your conversion rate. Once again this is designed to help you slow down a little and ensure you are on the right track.

While the question has its origin in the early sales training of ABC - “Always Be Closing” it is useful for smoothing out the customer experience. As the Navy Seals say, “Slow is smooth and smooth is fast.”  

Before you deliver your final offering to the customer it is useful to check you are on the right track - often called a pre close. The question draws on humans need to be consistent as revealed in the science of the ‘psychology of persuasion’.   The question is a final check in - “If we could do this would you be prepared to go ahead?”

When people say “yes” they become increasing committed to forward action, as Robert Caldini revealed in his excellent work around this subject. The consistency principle states that “people are motivated toward cognitive consistency and will change their attitudes, beliefs, perceptions and actions to achieve it.” Ideally any rep will be ensuring they have uncovered exactly what the customer wants and needs. The question we discussed last week, “Is there anything else?” helps to ensure you have not missed anything. Once you are sure you have all the information required to meet the customers needs this final check question helps you determine how committed the customer is.

By asking “If we could do this would you be prepared to go ahead?” before you put forward your suggestions and offering, you get a final check that you are on the right track. Psychologically, if the client says ‘yes’ and your solution meets their needs, then going ahead with a sale becomes the logical next step.

The beauty of this is that you have not committed to anything, or shown your recommendations. You are ensuring that both of you are in the same vehicle, headed in the same desired direction, before arriving at the destination.  While I have discussed using this question towards the end of a sales conversation, it can be used through the process. This is particularly useful in more complex sales situations where you want to ensure understanding and buy in before discussing the next aspect. 

Always remember, your job is to keep the customer feeling as comfortable as possible and to make the sales journey a smooth one! Here’s to your success!