3 Ways Smart Salespeople Close Sales with Slow Buyers

Here are some ways to help you wrap up a sale when the buyer appears slow to make a decision

When? That one-word question can make all the difference.  You can either close sales or have a useless pipeline full of unqualified buyers who cannot or will not buy.

  • When can we meet?
  • When will you decide?
  • When will you be ready to sign a contract?
  • When will this project get started?
  • When do you want our services delivered or installed?

A buyer’s level of urgency tells you how serious they are about making a decision. If a buyer cannot give you a firm date when they want your product or service delivered, investigate what’s really driving their apprehension.

If they’re ready to buy, but cannot commit to give you a date for installation or delivery, then you give them one. Typically, in B2B sales, there is a period of time between getting the contract signed and delivery or installation of your product or service. Here’s how the pros do it:

1. Start at the end of the sales process and work backwards
To close sales with a slow buyer, start with the installation date and work backwards to provide them with a specific time frame. Tell them what your turn-around time is and, if necessary, how your delivery or installation process works. Your goal is to establish a firm date for delivery and then work backwards to determine when they will need to sign a contract.

2. Assess and accommodate their personality style
You may have a naturally indecisive buyer, which will require more personal assurance from you that your solution will work. On the other hand, decisive buyers want facts to substantiate their decision that your solution will deliver as promised and not create more work for them. Emotional buyers want to know a relationship with you and your company is reliable and trustworthy. Analytical buyers want objective details to evaluate your solution based on their standards.

3. Set a definitive contract signing appointment
Once you solidify the install/delivery date, set and confirm a contract signing date. Be clear that this is not another presentation. You are meeting to get the contract signed. Ensure that all parties required to sign will be there.

Sales Rep: In order to get this installed by the end of next month, I’ll need to get a signature from you by no later than next Wednesday to get you in the cue. When is a good time for you next week – Tuesday or Wednesday?

Notice the sales rep is moving the process forward without being pushy. They know they have a qualified buyer, so they move towards a closing appointment. The prospect wants your services and you want their business. To make the sale is a function of urgency. You must define the date for delivery. That’s your reference point for getting the contract signed.

Quick Tip: Email them 24 hours prior to the closing appointment to remind them when and why you’re coming by. People get busy and it helps to send them a reminder.

Defining a buyer’s urgency is a vital part of every sales process. It really comes in handy to close sales with hesitant or slower deciding buyers. If the prospect is unsure about their time frame for signing a contract, simply reverse the process. Start from the end and work backwards to help them understand your process for delivering the right solution on time.