Confident people sell
Happy people sell
Even cheeky people sell
A good
product sells. But does a good product sell itself?
When
you look at it, selling has more to do with the interaction of people than
anything else.
How many
times have you been into a shop and come across a sour faced, unenthused, even
slightly rude shop assistant, not bothered to buy anything and vowed never to
return.
What about the product? Do you have faith in your product?
Is there something about your product that you think is flawed or won't hold up to the scrutiny of the customer? Whatever you think about your product and regardless of any thoughts you may have, you need to first have confidence and certainty of your ability to sell. After all most sales people sell on behalf of someone else who has designed or developed the product. So your enthusiasm for selling something you may never want or own yourself has to be established in other ways.
How does the customer know it’s a good product to buy?
Well they don't. That is, unless someone they know recommends it. They have heard it’s the latest 'must have product' to own.They’ve seen it advertised. They have owned an older version of the same thing. Or the sales person makes them aware of how this product will enhance or benefit their life in some way.
So without the knowledge of what a product can or may do for a customer, they will always fall back to the sales person’s ability to make that product shine and be something they must buy, right now. Because if they don’t do it there and then, they are more likely to leave it and never give it a go. Which is why sales people sometimes come across as a bit pushy. Because they know that too and what they want to do is ‘close the deal’ and make that sale.
Always
prepare yourself
When
making a cold call or before speaking to a customer as they walk into your
shop, remember to talk to them as if they are already a valued customer and
they know you personally. Smile before you speak to them. Even if you are on
the phone, especially if you’re on the phone and imagine they have been waiting
for you to speak to them. A customer will know even with a phone call if you
are smiling or not smiling. They can feel the difference! Remember, happy
people sell.
Selling
is a state of mind
This
state of mind needs to say ‘I care for my customer’. If you care for your
customers, then you will make them feel comfortable. So when you then ask probing
questions, suggest the right products and justify those products and handle objections
confidently. Closing the deal will then be a lot easier.
Develop
empathy
Put
yourself in the customer's shoes and try to put forward a proposition that you
yourself would like to receive. This requires focusing on your customer’s
needs, not your own.
Quickly
drop down barriers
Introduce
yourself by name and occupation and explain what your job role involves. Then
follow this up with: "My job is not to sell you anything (customer name), my
job is to present you with financial solutions from which you can make an
informed decision." A surprisingly simple yet a highly effective way to bring
high customer resistance to a rapport building level.
Questions
The sales
persons questioning should always be attempting to help the customer to
understand and express what they need. This usually and naturally causes the
customer to ask the seller if the solution can be provided, by the seller or
their product.
Diagnose
before you prescribe
Sales
people should see themselves as problem solvers. To solve problems
correctly they must first understand the nature of the problem they intend to
solve. So if you’re selling websites, then how is it that by not having one
there is a problem for the customer? Rather than,“you need a website in this
day and age otherwise you’ll losing out.” Losing out how exactly?
Objection
to the price
When a
customer says to you, “I can't afford it.” Well maybe that’s just fair enough. After all you don't have access to their bank balance.
So how about saying to them, “I am glad you said that. Some of my best
customers said the same thing. Let me show you what I mean.” This enables you
to get back into your sales pitch by giving examples of your happy customers
following their purchase. It is a simple, effective and importantly
non-confrontational way to get back into the pitch after a price objection.
Another
way to deal with price objection is to ask the customer; “If we were the same
price as (name another company’s product) would you buy from us?” When the customer
says "yes" (which they normally do), ask why. They will then list all the
USP's/benefits that sparked their interest in your product and you can explain
that your price is what it is because of those benefits they just listed. For
most people this convinces them of the value in your product.
Value for
money
Everyone is
looking for value for money. So how about offering two products together at an
attractive price. This extends value to the customer and helps to reduce stocks
of the slow-moving items.
Also
toward the end of the sale focus on two or three options for the customer,
instead of focusing purely on 'the sale'. Give the customer two options like
“How about we look at option A or B for you today?” This way the customer's
attention is drawn to two positive choices and not the 'whether or not to buy'
aspect.
Closing
the deal
When it is time to create a
commitment from the customer and close that deal you can either ‘propose’
something or you can ask the customer ‘how they want to proceed’. If the
customer is indecisive, use the ‘propose’ tactic. If the customer wants to take
charge, ask ‘how they want to proceed’. Either way, you make it easy for the
buyer to buy.
Your
integrity as a sales person
Always do
what you said you were going to! This will mark you out
from many of your competitors from the start.A successful sale is in your hands.
Bingham
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