Buying signals involve you constantly observing and listening to your customer to see if theyre interested to go to the next stage. And if theyre interested to go to the next stage, then take them there. And if the next stage happens to be signing the forms, then so be it. Just ask them to sign the forms.

It can be that easy. In theory.

But in practise peoples emotions, feelings, prejudices and so on and so on, get in the way. So we need to know how to handle this when it happens. So what exactly are buying signals? They are strong signs from your customer that they are thinking about owning your product or using your service. The thought is in their head. They like what youve said so far, they trust you and your company and are interested.

When do we look for buying signals?

Sales training textbooks say you should look for buying signals towards the end of the meeting. Yes you should but you must also be looking for them throughout the meeting with your customer. Not so you can close them but so you can move forward. When Im selling my service to customers, during the first 5 minutes of the call, Im looking for verbal and non-verbal signals that they want to proceed and are beginning to warm to me. We all do this subconsciously and all were doing is observing buying signals.

If we dont get these buying signals, at any stage, we need to test the customers thoughts.

How does that sound? What do you think so far? Is this interesting for you?

Towards the end of the meeting youll be looking for strong buying signals which will allow you to trial close the customer.

So if we can organise all the paperwork immediately, might you be willing to go ahead then?

This all sounds really good doesnt it? If I can get all the costs within your budget and it includes all these benefits weve been speaking about, would you be happy to go ahead then? So next time we meet, I can assume youll be happy to go ahead with the paperwork then?

How do we recognise buying signals?

Lets look at a system to help you gauge the customers buying position. Lots of successful salespeople use an imaginary traffic light in their head. You know the classic red, amber and green.

The red light indicates stop. In a car we do this and in selling we should do so as well. The reason is that the customer is not interested and is showing negative signs. Our actions should be based around bringing the customer out of this negative point of view, if we can. I recall selling a mortgage to a customer in the estate agents where I worked who blatantly didnt want to be there. I was getting nowhere and you could see this clearly.

No before you read on to find out about my classic method to get him on my side Im afraid youre going to be disappointed.

I used a few testing questions and trialled him a couple of times. It became very obvious that whatever I said or did, he wouldnt buy. Why? Well hed made an offer on a property we were selling, had already agreed his mortgage elsewhere, but was forced by the negotiator to sit down with me to look at other options. We soon parted amicably

Of course you might turn them around and we can look at ways of doing this shortly.

Amber indicates caution. Proceed carefully and be aware of on coming traffic. In selling we should do the same. Be aware that were not quite hitting their buttons yet and should do some more work on this before going too much further.

Green is go. So continue as youre doing. If youve got green towards the end then close and get the paperwork done. Just do it.

Lets look at how we can recognise different colours on our traffic lights.

The Red Light

Well see how to spot this and then discuss some actions to take. Spotting the non verbal signals is not that difficult. Negative body language such as crossed arms, legs, body; leaning away, lacking eye contact, in a different world. Expressionless face. Careful though as this could be their natural way. Fidgeting moving around a lot, playing with things and drumming fingers are usually a sign of boredom, nervousness or impatience. Verbally saying very little, indeed being tight-lipped. Maybe the odd throwaway remarks. Impatience shown by trying to interrupt.

What can we do about this? The first thing is to shut up. Sorry to be so blatant here but youve probably been doing too much speaking and have forgotten the customer. Get them talking about themselves and their needs.

Try some testing questions.

Is everything fine so far? Whatre your thoughts?

Or the classicHow do you feel about what Ive been saying?

More benefits might be needed here or they have some concerns that need ironing out. Listen to them to decide the way out of red. Dont pleaseclose them. Youll get objections and rejection. People who jump red lights usually come a cropper!

The Amber Light

Similar signals to red but not so blatant. Usually a sign something is wrong somewhere and we need to investigate. Ask testing questions to test the temperature of the soup. Listen to their thoughts and reactions and act accordingly. You can usually recognise amber when youre not getting green light signals which well look at in a moment and youre not getting red light signals either. Youre in the middle.

Non verbal could be stroking their chin as if thinking deeply about something. Looking upwards. Frowned expression.

Whats on your mind Mr Brown I can see something is on your mind?

Sometimes the best thing to do here is to continue. It could be their way of behaving. Cautious, nervous could be their natural style. Listen to their reactions though. Ask some questions. Get them talking.

Whats on your mind so far? How do you feel about this so far? Is this interesting for you? How does this compare with?

The Green Light

Spotting the green light is very re-assuring isnt it? When we are in the middle of the meeting, it gives us permission to proceed and enjoy ourselves. Towards the end it allows us to close effortlessly and quickly.

The biggest problem Ive noticed over the years with salespeople is that some of the more subtle signals are not noticed. Lets look at these. Non verbal can be easy to see. Sparkling eyes, nodding heads, smiles. Leaning forward maybe picking up the forms and brochures (which you cleverly left in the middle of the desk), open body language, looking at each other smiling and agreeing.

Some are a little obvioussome a little more subtle.

Verbal signals are a little more tricky so listen carefully. The man might turn to his partner and say what do you think?. Verbal assertions such as yep, OK, right, great. Generally talking faster in a more excited way. Lots of questions around the product.

When could you get that agreed? Can I make changes later on? When does the redemption charge end? Whats their after sales service like, What do you think of them? I like the way it does that.

What do you do with their green light? Close them. Maybe a trial such as If everything sounds right for youwould the paperwork be your next step? Or just close.

So are you happy to proceed? Great lets get the paperwork sorted then shall we?

The traffic light system is merely your own minds metaphor but ever so clever really. The trick is to continuously test the temperature of your soup. If its too hot, dont go swallowing big mouthfuls but cool it down. If its just right, go ahead and eat it all up. Wait until the end of your meeting to test for buying signals at your peril. Do it all the time. Watch your customer carefully. Calibrate their look at the beginning of the meeting and compare this as you proceed. Learn to be a customer watcher and listen and you wont go far wrong.

ABC always be closing. Yes but look for buying signals first.