All customers have a choice to make. Sometimes that choice is between your product and your competitor's, but sometimes it's not. Often, the customer's choice is simply whether to buy your product or nothing at all. If this is the actual choice your customer faces, it is important to determine this early in the conversation. Doing so will help you to use a tone and message that directly relates to your customer's emotional reasons for considering your product.
There are some salespeople who are so focused on why their product is good and their competitor's is bad that they forget about the actual customer. Your customer wants a solution to their problem, and the only way to solve that problem is by understanding why they came to you in the first place. They want your attention to be on them, not your product.
Talk about their individual buying motives for their purchase, not the technical or logical reasons why they should buy your product. This may seem counterintuitive, but it will encourage your customer to take action, and will create an environment where your customer will want to take that action with YOU.
When a customer is deciding whether or not to act on the desire to buy a product, you must be able to point out the many benefits of acting on that desire now. Luckily, customers often understand that if they decide to do nothing, they will not enjoy the benefits of using your product. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.
Sometimes, customers may not want to deal with the hassles of making a purchase and may feel comfortable succumbing to the simplicity of waiting and doing nothing. Your job is to make the purchase as smooth as possible and to eliminate any potential excuses for a decision to wait. You can eliminate these excuses by creating an atmosphere that will ensure that the purchase will be a smooth transaction and risk-free.
Making the purchase a smooth transaction means eliminating any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as you can and try to make the decision to buy the last decision they will have to make. Simplifying the transaction will make their experience easier and more rewarding, and they will enjoy doing business with you.
In order to take away the perceived risk of doing business with you, you can allow them a grace period in case they change their mind. You can also have some sort of guarantee that comforts them and reassures them that they are making the correct decision. Product trials also work well in gaining your customer's trust in you and your products. Do anything you can to help make your customer's decision to try your product an easy one. When they do not feel a risk in buying from you, they will feel comfortable making the decision to take action.
Lastly, follow through with your customer after the purchase and reassure them that you and your company will support them throughout the life of your product. This needs to be more than a manufacturer's warranty and more heartfelt than telling them of your company's 97% satisfaction rating. Be personal. Be sincere. Look them in the eye so that they believe that their happiness is your goal.
Eliminating the hassle and risks of the purchase will help your customer to focus on the benefits of taking immediate action in purchasing your product. Your customer will see that you understand the specific decision they face and will feel comfortable buying from you. When you use a tone and message that encourages them to take action, they will feel motivated and will have no excuse to wait. They will enjoy the benefits of their purchase and you will enjoy the benefits of the sale.
Tom Richard is the founder of http://www.trainactive.com The first website that allows you to train your sales people at the pace that is most effective and most comfortable for them. Tom Richard is also the author of several weekly ezines. Visit http://www.tomrichard.com to subscribe.
VOICEThe Image the customer has of the Salesperson is vital.... Read More
I know, don't groan. You have to do them if... Read More
I just bought six square pieces of spongy fabric for... Read More
Neil Rackham turned the world of high-ticket salesmanship on its... Read More
We all know that you can't earn your commission until... Read More
If you are in the mortgage business, the very first... Read More
How many sales opportunities have you lost to competitors who... Read More
Here are five sure-fire ways to guarantee you will not... Read More
Who likes cold calling? Most salespeople don't like cold calling,... Read More
There are many fund raising ideas on the market today... Read More
"Which is your best CD?"Ever get that question? My band... Read More
You can have your cake and eat it.What is it... Read More
A lot of effort is put into getting new clients.... Read More
Going into your workday and waiting for things to happen,... Read More
The Importance of setting appointments is crucial to running a... Read More
Virtually every business you contact has this question in their... Read More
Last minute discounting has become so prevalent that many companies... Read More
Ahh. Selling. Sometimes, this is a word that is dreaded... Read More
Hello Everyone: Here's a unique look at learning how tosell:... Read More
No matter how big or small your business is and... Read More
Most salespeople I know consider cold calling a dreadful, but... Read More
Do you have 5, 10, or 20 years of sales... Read More
In the last decade, the Internet has become a major... Read More
Over the years, many prospects have hidden behind their well-trained... Read More
Why should you describe your business to others in 5... Read More
JOHN DI LEMME ON "5 + 5 = Your Dream"... Read More
Occasionally EGOPOWER readers send me questions or topic suggestions that... Read More
Female mannequins are very common in clothing stores. They are... Read More
For two winters I heated my house with an old... Read More
A challenge facing many businesses is how to maintain a... Read More
1. Sell your products at a wholesale price to retail... Read More
After careful consideration, we have chosen our vendor, and it's... Read More
You are the productWe're all in the selling business whether... Read More
"I am Sam. Sam I am. Do you like green... Read More
The formula for defining a "profession" is similar throughout many... Read More
With hundreds of direct sales companies out there, how do... Read More
On an introductory call, your voice is your instrument. During... Read More
After our first half-hour telephone coaching session, when asked what... Read More
What do you think it is? Many experts insist it's... Read More
We use only 5% of God's given potential, 95% of... Read More
As I become more successful with my internet business I... Read More
Normally in this column I dispense highly-intelligent small business advice... Read More
Lance has what it takes and then some.Did you know... Read More
It's easy to spend days, weeks, or months speaking with... Read More
Testimonials are all-important to sell anything. You may already have... Read More
Keeping the 80/20 rule in mind; that is that 80%... Read More
There are many fund raising ideas on the market today... Read More
The main reason for buyer resistance and selling stalls boils... Read More
Last minute discounting has become so prevalent that many companies... Read More
It is important that organizations find other companies to do... Read More
You could just send out your brochure to potential customers... Read More
Junk mail. We all get it. And it goes straight... Read More
Recently, I wrote about about creating specific, compelling goals that... Read More
The above quote, "Eighty percent of success is showing up."... Read More
An important part of your business plan should be to... Read More
BackgroundThere's a conundrum that currently exists between the customer and... Read More
The sales letter you can't put down?the advertising copy that... Read More
For centuries ? at least since the serpent convinced Eve... Read More
While living in the technology age where everything is computerized,... Read More
Want to build a successful incentive program for your company?... Read More
When I ask salespeople to define what a gatekeeper is,... Read More
Long-term sales success has less to do with skills or... Read More
Who among us is not already up to here with... Read More
Yesterday I received a call from a financial planner named... Read More
Health insurance lead generation systems provide a stead stream of... Read More
Use Bundling To Increase Your Profits And Sales An effective... Read More
Sales |