The Selling Process: Doors In A Hallway

A big part of the selling process is training yourself to view a sale in a way that helps you eliminate objections, build trust and ultimately seal the deal at the end of the interaction. One of the best ways to look at the sales process is like a hallway with open doors down the sides. As you move forward in the sale you should be closing the doors of objections and eventually reaching the end of the hallway where a smooth and easy sale can be made. 

Close the doors

As you move down the hallway of your sale you will naturally encounter ‘open doors’. Open doors represent organic questions, objections and general points where the sale can go awry. For example, factors like size, brand and cost are common open doors that you must address to get to the end sale.

When customers ask questions about what size unit they should get, what brand is best or what the cost is going to be, you should be thoroughly and clearly informing them. Once they are educated on the topic they will want to do what’s best for the home, which closes the door.

Locking the door

After you have closed the door, you want to make sure it doesn’t open again and become a problem later on. So, you must lock the door. A great way to do this is to ask the customer to rate the level of importance for each question. 

For example, the size of their unit will determine if their home is adequately serviced. Ask the customer how important it is to them that their home is heated and cooled properly, provided with enough hot water or whatever home service they are interested in. Once they rate that issue from 1 to 10, they have put a number on its priority. Usually that number will be high because they want their home to be comfortable.

The final room

When you reach the room at the end of the hallway, all you should have to deal with is asking the customer if they want to do business with your company. If you have closed and locked all the doors in the hallway then all of their questions should be answered and talked through already. Even if they try to open doors again at this time, you can point back to your conversation about it and remind them they already scored that answer with high importance. 

For example, in the final room affordability is often brought up again. If you took the time to pause at that door in the hallway, respond to all their questions AND have them rate how important a new affordable unit is, then they should have a harder time going back on their word.

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