Why Should I Buy From You?

Virtually every business you contact has this question in their mind. To truly maximize your revenues you need give people a reason to buy from you versus a competitor. Here are a few strategies that will help you differentiate yourself from your competition.

First, it's important to understand that people make their buying decision on two levels ? logical and emotional. The logical aspect revolves around the product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. Anything directly associated with the product is a logical need. The second buying motivator and, perhaps the most powerful, is the emotional aspect of the sale. These criteria are the less tangible needs and include feelings of success, relief, pride, joy, fear and concern. For example, a person buying a pair of jeans will have specific logical needs such as waist size, inseam length, colour and style. But, ultimately, the emotional aspect of how they fit and look will influence that person's buying decision.

To uncover your customers emotional buying requirement learn to ask, "What are you looking for in a??" followed by "Why is that important to you?" The first question helps you learn the logical need while the second question will help the customer express the emotional reasons behind their purchase. In the hundreds of sales training workshops I've conducted, I've learned that most salespeople and business owners have a tendency to leap into a product demonstration before they have learned what is important to the customer. Invest the time accurately and thoroughly learning your customer's need and wants. This will help you to begin differentiating yourself from your competitor.

The next step is to give a presentation that focuses on the customer's needs. Rather than discuss everything about your product or service, focus first on what the customer identified as being important. This demonstrates that you listened to what they said and will help you separate yourself more effectively.

When presenting your product or service ensure you discuss the benefits as well as the features. The feature is "what it is" and the benefit is "what it means to the customer." A great way to phrase this is to say, "Our equipment extracts 97% of the water from your carpet (feature) which means your carpets will be dry to the touch within three or four hours (benefit)." This addresses the customer's emotional buying needs which means there is a greater likelihood they will buy from your versus a competitor.

People also make buying decisions based on their overall experience in your store or place of business. Here are just three influencing factors:

1. Ease of business. Are you easy to do business with or do I, as a customer, have to jump through hoops to return something? Are you well staffed or do you reduce your costs by scheduling a skeleton staff at any given time?

2. Staff accessibility and attitude. Is your team friendly and well trained in customer services procedures? Do they exhibit the mentality that the customer is important and comes first or do they spend their time gossiping and gabbing? Do they eagerly approach the customer or do they wait for customers to come up to them first. I recently bought an aquarium and although the staff was knowledgeable they made me feel like I was intruding on their time.

3. Product selection and availability. Do you have a good supply chain management or order fulfillment process in place. Prior to buying my aquarium I placed my order at one store and at the time of writing this article almost six weeks later I still haven't been advised that my tank has arrived. And this was a stock order!

Lastly, equip your team with the tools they need to properly do their job. Take advantage of the product training most manufacturers provide, invest in the on-going development of your people, and help them succeed. I've worked with companies who invest a great deal in their employees and others who spend a bare minimum. The difference in their overall results is always significant.

Today's business environment is more challenging and competitive than ever before which means you need to give people a clear reason to do business with you rather than someone else.

Copyright 2003 Kelley Robertson. All rights reserved

Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. For information on his programs, contact him at 905-633-7750 or at Kelley@RobertsonTrainingGroup.com. Receive a FREE copy of "100 Ways to Increase Your Sales" by subscribing to his 59-Second Tip, a free weekly e-zine at http://www.RobertsonTrainingGroup.com. He is also the author of "Stop, Ask & Listen ? How to welcome your customers and increase your sales."

---

Everyones Favorite Topic - 3 Tips for How To

I believe that everyone understands that no matter what business... Read More

Picture Yourself a Winner

In the work place, the amount of good things that... Read More

Get The Help You Need With Fund Raising Ideas

There are many fund raising ideas on the market today... Read More

Powerful Words

Hi, I'd like to discuss the most powerful words you... Read More

Instead of Discounting, Back Some Value Out of Your Proposal

Last minute discounting has become so prevalent that many companies... Read More

Winning Sales Proposals

Your proposal is selling for you when you're not there,... Read More

Customer Loyalty in the Technology Industry

For technology companies, service after the sale has emerged on... Read More

60 Ways to Increase Your Mail Order Catalog Sales

This article is meant to inform. Please don't construe this... Read More

How to Blow Rapport Really Fast

Do you have 5, 10, or 20 years of sales... Read More

Prepare to Sell!

Sales is a critical part of any business, including non-profits.... Read More

The Answers (1 - 5) Are Here !!! - Challenge Yourself - Evaluate Your Selling Skills

"THE ANSWERS (1 - 5) ARE HERE!!!"Question 1) List the... Read More

How to ASK for Business -- WITHOUT appearing Pushy --

GIVING Vs "SELLING"Never lose sight of the importance of providing... Read More

9 Packaging Problems That Lose Sales

You have a great product, but it's not flying off... Read More

Value Based Pricing, Not Price Cutting

Special Requirements for Reprint: we ask only that you include... Read More

Telling the Value Story

You arrived on time and completed your calculations. You worked... Read More

The Truth Behind Linear Selling: Why It Can Make Prospects Run The Other Way

Sean works for a major telecom company.During one of our... Read More

Obtaining Self-Confidence

A reader recently asked me the following: "I enjoyed the... Read More

Connecting with Customers

I just got off the phone with a friend of... Read More

Store Owners - Five Ideas to Increase Sales

1. Animate your window display.How often do you change your... Read More

Selling Abilities - Part 1

Selling "-abilities": Reliability (Part 1 of 4) Most salespeople... Read More

Future Business Key Element In Sales

A challenge facing many businesses is how to maintain a... Read More

How to Lose the Sale Quickly & Easily

Here are five sure-fire ways to guarantee you will not... Read More

Writing Effective Sales Messages

A sales letter is a document designed to generate sales.... Read More

Going Back To Get Ahead

Have you ever run DOWN an escalator that was going... Read More

How To Shorten The Selling Cycle And Reduce Buying Stalls

The main reason for buyer resistance and selling stalls boils... Read More

The Relationship Between Colour & Sales

Make no mistake that emotions are the driving force behind... Read More

Two Mistakes That Will Cost You Money

You've met a new prospect, accurately assessed their needs and... Read More

10 Tips To Overcome Your Fear Of Selling

Ahh. Selling. Sometimes, this is a word that is dreaded... Read More

Looong and Boooring Sales Letters

You have all seen them,the sales letters that never ends.... Read More

Cold Calling Pressure Reduction

Who likes cold calling? Most salespeople don't like cold calling,... Read More

Top 10 Ways to Sell your Product or Service While you Sleep - Part 2

Part one of this article is available at ... Read More

How to Sell Your Products Without Competition

Selling your products at shows can be difficult when you... Read More

Handshake Intimidation

In some situations, attempting to intimidate the other person will... Read More