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Salesmanship – Using “Tie-Downs” to Reinforce

December 29, 2014 by Joe McAuliffe

 Salesmanship – Using “Tie-Downs” to Reinforce

Make this technique a natural part of your sales presentation process.

The art of asking questions to close a deal is one of the most important and most difficult skills to develop. Many successful agents do a great job identifying logical recommendations for their clients, but they inadvertently present the logic in the form of a statement. Clients are likely to resist this approach because they recognize that sales people have an “agenda” to get the deal.

A much more effective way to come to an agreement is to ask questions instead of making statements. When a question is asked, it does two things: 1) It verifies the conclusion the agent has developed is valid with the client, and 2) it gets the buyer or seller saying “yes”, making the transition to a sale much easier. Let’s consider the following typical example:

A seller is resisting a price reduction. A good sales person will do substantial research gathering data to support the value of the house and then may say, “The comps and data I presented show you that you’re not likely to get the price you’re asking. I suggest you lower the price.”

A great sales person will use “tie-downs” to get their seller to agreement. These are called “small yes’s” or “mini-closes”. The great sales person will take the same data and ask questions; “I know your home is unique, but if you looked at the data I presented without seeing your home, you’d probably think a home like yours may be over-priced, wouldn’t you?” “And based on feedback we’ve gotten from buyers, it’s possible you could be asking too much, isn’t it?”

“Wouldn’t it” and “isn’t it” are great examples of “tie-downs”. The obvious answer to a tie-down question is always “Yes”, yet they don’t force the seller to concede his or her position. In other words, tie-downs are baby steps toward getting to a successful conclusion. Other typical examples of tie downs are:

  • “Couldn’t it”
  • “Wouldn’t it”
  • “Shouldn’t it”
  • “Can’t they”
  • “Won’t they”
  • “Don’t they”
  • “Isn’t it”
  • “Haven’t you”

 

Once you’ve identified the logical conclusion you want your buyer or seller to reach, make every effort to turn your statements into questions by using “tie-downs”.

Filed Under: Cup O' Joe, Salesmanship

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Managing Partner, is one of the top business consulting professionals in Florida. He has worked with Fortune Magazine, Oracle, Network Solutions, Computer Associates, and Lawyers.com. Some of MET’s current clients include Christie’s & Illustrated Properties, Coldwell Banker, Merrill Lynch, Smith Barney and Sotheby’s.
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