Conviction: Custom made just for you!

Once you know what the client wants, you can go ahead and tell them how what you have is just what they are looking for. Depending on who you are talking to, different people in diferent parts of the business have differing priorities. Band members want to sound good & look cool. Event planners want to know that you'll not get in the way of the caterer. Club owners and concert promoters are primarily concerned with three things, how much it will cost, how much it will cost, and how much it will cost. (Editor’s note: Another Dave, everybody! Let’s hear it for him! The comedy of ANOTHER DAVE!)

Tailor your presentation to "push the right buttons" of the person you are speaking to. Let them know in no uncertain terms that you have EXACTLY what they are looking for.

During the conviction phase of a sale, it's a good idea to keep in mind that you may be speaking to someone who is not in your business, and may not know exactly what you are talking about. Rarely will anyone come right out and admit ignorance. The tool you use now is called Feature/Benefit Selling. When you mention a feature, also mention the benefit that feature provides. "We use Audix OM-5's" is a feature, "They are crystal-clear vocal mics" is the benefit. "This system uses a Spirit Live8 console" is a feature, "it's a good console within your budget" is the benefit. "My truck is a '94 GMC 60 Series" is a feature. "It will get me to the gig on time" is the benefit. When you say "The monitor rig has 4 K-T's and 4 QSC PL1.8's" not everyone will know what you mean.

Buying Signals and Overcoming Objections

A "buying signal" is when the prospective client indicates that what you have presented is what they want to buy. Some come easy, and some are like pulling teeth. It can be something as simple as them saying "that sounds like what I'm looking for". If a buying signal does not show up on its own, it's a simple matter of just asking for one. Remember, you've been asking questions all along, and it's quite obvious that you are genuinely interested in all the answers you have been given. When you say "Does that sound like what you are looking for?" you know damn well that it is! Your perspective client (and new best friend) won't even know you are trying to close a sale.

If, for some reason, the perspective client shows some apprehension to making a firm commitment, you have what is known as an "objection". If they say "I need to check some other providers" they might be sincere. They also might be looking for a way out. It's possible that they are not the final decision maker. It's also possible they don't like something. They might not like the price. They might not like someone on your crew. They might not like the color of your truck. You need to find the real reason they are not buying

So how do you do this? Just ask! (you may see a pattern developing here) Finding the real reason they are not buying is very imporant. If you sense that the customer really wants a Midas Heritage 3000 instead of theYamaha PM4000 you've offered, suggest the switch. This is why it's important to listen to the answers to the all the questions you ask. Once you are satisfied that there is no secret underlying cause for not being able to close the sale, be sure to get some contact information. Never believe it when someone says they will call you back. If a written proposal is required, this is a good time to write it up. Always follow up after giving them some time to chew on your offer.

Closing The Sale

The final phase of any sale is the close. It's when you get out the order pad and start filling in the blanks. This is where you work out things like payment terms, deposits, and all those other dirty capitalist details. What makes it easier is the fact that your negotiating with an "old pal" you met just a half-hour ago.

Know Where You Are

Always be aware of what phase of the sale you are in. Some sales go smoothly, some do not. Often a sale will have you going back & forth between "conviction" & "overcoming objections" a few more times that you may like. This is not a bad thing, as long as you know what phase of the sale you are in at all times.

So now, when you are in the new car showroom and the salesman comes up to you and says "Do want it in red or black?" you now know he has gone from "Approach" directly to "Close". Knowing how the selling process works can help you when you're buying, too.

Now get out there, and SELL! Your business depends on it!