The battle for sales is almost like hand-to-hand combat because it’s won one customer at a time. To survive in these turbulent economic times, companies must have effective sales conversion techniques in place. While the game has changed, the rules of engagement (ROE) have not, says Sam Allman, CEO of Allman Consulting and Training Inc. In selling, the ROE deal with four issues:

1. When influence may be used
2. Where influence may be used
3. Against whom influence may be used
4. How selling influence should be used to achieve the desired ends

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The ROE in selling are extremely important because they provide a consistent, understandable, and repeatable standard for how salespeople should act, Allman says. Typically, these successful sales techniques are carefully thought-out, well in advance of an engagement, and may cover a number of scenarios, with different rules for each. Allman offers these proven rules of engagement to increase your closing rate:

• Greet customers with a smile within 20 seconds after they enter your business. Whether you’re busy or not, smile or wave, and acknowledge the customer as he or she enters the store. Remember why customers leave: indifference.
• Always make the customer feel in control. Psychologically, this is critical. When customers feel manipulated, controlled, or coerced, they will leave. Help them feel in control by asking permission to do anything: “May I ask you a few questions?” “May I put you on hold?” “Is this a good time to talk?”
• Sell customers what they want — not what you want. Be product-neutral. Research shows that when salespeople have too few favorite products, they will limit their sales.
• Never talk longer than 30 seconds without asking a question. The best salespeople keep the customer talking by listening and asking questions. If you’re talking too much, the customer may not be engaged. A question will keep customers focused and talking.
• Never make the presentation before engaging the enquiry. Another big mistake salespeople make is to start presenting a product or service before they understand what the customer wants. Be sure to ask, “To help me understand, tell me why that particular item is important to you.”
• Never answer an unasked question. Many salespeople can’t resist telling the customer everything they know about their product or service.  More times than not, this causes cognitive dissonance and confusion. Confused customers can’t make decisions. It will cause them to postpone their purchase and leave.  Listen carefully and be aware. Tell customers only what they need to know to make their decision.
• Make each customer experience remarkable. The experience is everything. Don’t manage the sale, manage the relationship.

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