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People don’t buy products – they buy solutions to their problems: you have nothing to sell but benefits.
1. Be clear about the benefits
- What will the customer gain personally by buying your product or service?
- Will it save them time/make them money/improve their status?
- In what ways is it different from/better than your competitors’ products?
- These are all benefits, and these are what you have to sell, not the features of the product.
2. Plan your selling before the meeting
Think about the balance of power: does the customer need the product more than you need to sell it, or vice versa? What do you have to/want to achieve from the meeting? What are you prepared to give away?
3. Ask questions and listen
Ask the right questions, to find out what benefits matter to them. Plan your questions beforehand, and make sure you listen to the answers. That way, you can focus your sales presentation on the aspects of your product or service that meet their needs.
4. Empathise with the customer
You may not agree with their opinions or their attitude, but you are more likely to win the sale if you empathise. "I can see why you feel this way about it, but you’ll find it lasts twice as long as the others on the market" is much less likelyto cause offence than “It’s not expensive! We build them to last!”
5. Welcome objections
Objections are an opportunity! They show that the buyer is interested. Welcome them and don’t see them as a threat. You may even be able to use them to close the sale:
“It’s too expensive.”
“It does cost a bit more than the others on the market, but it’s guaranteed for five years.”
Or : “If we reduce the price by 2%, will you buy it today?”
6. Ask for the sale
Too often, nervous buyers miss buying signals. As soon as the buyer is ready, close the sale. You may be able simply to ask (“Shall I put you down for a dozen?”). Do not plough on with your sales presentation, even if you have only just started.
7. Leave as soon as you can after closing a sale
Once you have closed a sale, do not wait for the customer to think of any more objections or regret their decision. Leave as soon as you can without being rude.
About the Author
This advice was kindly provided to Bytestart readers by The Essential Business Guide. Article Copyright - The Essential Business Guide Ltd, 2005
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