1) Ask questions to find out genuinely where they are.
After talking through the proposal and heading towards “the close” you need to hear that they’re genuinely feeling good about the conversation and up for making a decision. Sincere questions like “So, how’s this all sounding?” or “What’s going through your mind?” will help you guage whether your buyer is at a 7 out of 10 or more in terms of their warmth to what’s on the table.
If they’re not a 7 or more and you start to close them, then a buyer will feel pressured instead of helped and you’re going to feel icky and manipulative.
2) Flush out final objections or – even better – name them yourself.
If you get the sense they’re genuinely interested then questions to elicit any final mental barriers are crucial at this point. Don’t be afraid of objections coming up – it’s guaranteed! See it as your opportunity to really put them at ease and get the relationship off on the right footing.
You’ll need to find your own words but use questions like “So, what else should we cover so that you’d feel good about going ahead?” or “What final niggles might you have?”. Then deal with what comes up in a friendly way using AND – never BUT.
i.e. “Yup, it’s pricey… and I guess that reflects the quality of what we do. We often have new customers come to us after they’ve spent elsewhere and been disappointed.”
This is much better than “I suppose you could say we’re pricey, but look at everything you’re getting” which is much more positional and potentially combative.
Obviously if you’ve thought about what might come up in advance and have answers prepped, then all the better.