One of the hardest cues to decipher is when a customer is truly ready to buy.  While it can be a bit of a challenge in person, it is considerably more challenging when communication is conducted via phone or email.  However, that is exactly how business gets done these days.  Sales professionals must learn to recognize buying cues, regardless of the communication medium.

Commonalities exist in language, and other cues, that come across in face-to-face, phone and email communications indicating when it is time to close.  With phone and email non-verbal cues are mostly removed from the communication equation; the sales person has to rely on instinct and subtle indicators that a person is ready to buy.

Non-Verbal Cues

Most non-verbal cues are identifiable in face-to-face interactions, though some may come come across during phone calls.  Non-verbal cues are detected through the eyes and gut, through feelings and impressions.

• Engagement: If the customer leans forward, maintains strong eye contact, and smiles, they are using nonverbal cues to demonstrate they are highly interested.  Quick responses and eagerness in their tone are also clues that they are ready to move forward.


• Posture change: If the customer has been sitting back and suddenly sits forward, he or she has probably made a decision.  When accompanied by an upbeat tone, it is a powerful indicator the customer has decided to buy.


• Holding onto documents or samples, or continuously reviewing sales media: Even if it looks casual, the customer is contemplating whatever is in their hand or wherever their eyes are looking.  Having a hard time breaking away from it is a cue for you to open the conversation to questions or close the sale.


• Mood: If the customer is happy, smiling, and in a good mood at the end of the presentation, chances are good the customer is interested, if not ready to buy.

Verbal Cues

Verbal cues may be picked up in person or over the phone.  They can be as subtle as a change in tone, or they can manifest as spoken word.  Verbal cues are heard and accompany non-verbal cues.

• Tone: During the early stages of the sales process most customers will be reserved, polite, and speak in a fairly level tone.  When a customer is ready to buy, tone will change.  He or she will sound more excited.  Vocal range may increase substantially.  Low tones or flat conversation indicates disinterest or distraction.


• Ignoring interruptions: If the customer tells their assistant to take a message, tells a caller they will call them back, or simply refuses to acknowledge an interruption, you have the customer’s full attention.  If the customer becomes increasingly irritated with interruptions, but not the presentation, it is a sign of intense consideration and interest in the product.


• Asking specific questions about installation, guarantees, and delivery: This means the customer already feels the product is valuable.  He or she just needs to know if the purchase itself will negate the benefits.  If they have asked you the same questions a few times, they are probably ready to buy.


• Responsiveness: If the customer is responsive to the conversation in general, specifically humor, the customer is interested.  If he or she is still highly responsive, even after going through the entire presentation in answering his or her questions, it is a clue that he or she is ready to move forward.

Written Cues

Customers will shoot off a “quick email” possibly revealing more than they intend.  You might get odd questions from customers in the middle of the night; sometimes they are rushed to send off a question.  In some circumstances, email makes customers who typically guard reactions a little easier to read.

If you get an email with cues that the customer is ready to buy, it is best to respond via email so the customer can reference the communication thread.

• Questions that are narrowing in focus: When questions become increasingly specific and narrow, it is a clue the customer is checking items off their list of “things to ask.” When the questions are down to guarantees, warranties, and set up, the customer is close to a final decision.


• Responsiveness: If the customer is responding quickly to emails and the tone is positive, or they are responding with questions, it is a good sign.  If the tone is positive and they remain responsive after answering questions, they are probably ready to buy.


• Possession verbiage: If the client talks about the product or service in terms of I, me, mine, and ours, he has already visualized ownership.  This exceptionally strong cue cannot be overlooked.


• Indications of supervisor’s involvement: If emails are suddenly copied to another party, the product or service is in the approval process.  Make sure to “reply all” to every customer sending an email.  A clue such as this is a strong indicator that a person or company is ready to buy.

Respect the Customer

The customer is in the driver’s seat during the sales process.  With so many ways to communicate, it is usually best to follow the customer’s lead.  If the customer has sent an email, respond with an email.  If they left a voicemail, respond with a phone call.  If the customer sends an inquiry via email, he may not respond positively to an unscheduled face-to-face.  Be respectful of the customer’s time by scheduling face-to-face appointments when appropriate.

Regardless of whether the communication is taking place in person, over the phone, or through email, customers still provide cues that they are ready to buy or not.  No matter what communication mediums they use, responsiveness, detailed questions, and upbeat tone are powerful indicators that a customer is ready to buy.

---------------------------------

 Image credit: pinnaclepositioning.com