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.
![]() |
|
![]() |
|
![]() |
|
![]() |
GIVING Vs "SELLING"Never lose sight of the importance of providing... Read More
With hundreds of direct sales companies out there, how do... Read More
Have you ever asked yourself, now how did I let... Read More
Selling is not talking. It's listening. You may have heard... Read More
Why do we get into sales? Typically it is two... Read More
Have you ever met with, or talked to a prospect... Read More
Hi, I'd like to discuss the most powerful words you... Read More
Any time a clothing store opens or expands, they must... Read More
Would you like an easy way to track the performance... Read More
Sales letters, sent via e-mail or snail mail, are an... Read More
The question: "When should a growing company slow down its... Read More
Long-term sales success has less to do with skills or... Read More
"Accepting the consequences, good or bad, will free you; take... Read More
One of the most useful and fundamental communications lessons that... Read More
A few weekends back, the Brobdingnagian Bards performed at the... Read More
A white paper supports PR, marketing and sales because it... Read More
Who likes cold calling? Most salespeople don't like cold calling,... Read More
In the last decade, the Internet has become a major... Read More
The largest sale that I ever closed was negotiated over... Read More
Along with having an innovative supply chain, there's another reason... Read More
There are thousands of books and seminars on how to... Read More
Over the years, many prospects have hidden behind their well-trained... Read More
When you are in the business of sales, among the... Read More
HOW TO MAKE AN EXTRA $100,000.00 EACH YEAR BY ADDING... Read More
I know, don't groan. You have to do them if... Read More
You can always tell a good salesperson, they are always... Read More
After our first half-hour telephone coaching session, when asked what... Read More
Myth 1: Sales People are all Shady!In the Broadway play... Read More
One of the top brewing companies in America is a... Read More
While working with a new coaching client, I asked to... Read More
Even in this day of websites, many customers want to... Read More
If you went to see your doctor, and he mentioned... Read More
A few days ago, I was signing copies of my... Read More
When I write sales letters for my clients, one rule... Read More
By a show of hands, how many of you grew... Read More
(Objection handling tips excerpted from Objections! Objections! Objections!)People buy people.... Read More
We use only 5% of God's given potential, 95% of... Read More
Picture this scene from the 1984 smash comedy movie from... Read More
Going into your workday and waiting for things to happen,... Read More
Anyone that works in sales knows just how important it... Read More
The leads marketing delivers to the sales team never seem... Read More
My new job was to sell Commercial Service Agreements. It... Read More
It is vital that insurance salespeople have a steady stream... Read More
Make sure you target women. It's true for almost anything... Read More
With hundreds of direct sales companies out there, how do... Read More
Selling is a tough job, and sometimes you may need... Read More
All customers have a choice to make. Sometimes that choice... Read More
The most effective prospecting techniques were revealed in the August... Read More
Can you say who you are and what you do... Read More
What do the words that you use say about you?... Read More
The best day of the week is TODAY, of course.... Read More
Steps - it is unrealistic for most salespeople to expect... Read More
I was a lucky kid when I grew up. Lucky,... Read More
Whether you're a conventional sales person, a professional ? such... Read More
If you have competitors, then you should have at least... Read More
Your job as an event planner doesn't stop with the... Read More
The Importance of setting appointments is crucial to running a... Read More
BackgroundThere's a conundrum that currently exists between the customer and... Read More
I really just don't get it.How can so many businesses... Read More
It may sound funny, but honestly, if you're opening up... Read More
Sales is all about negotiating. You are negotiating from the... Read More
How do you respond when an absolute stranger calls, at... Read More
Instilling urgency in a prospective customer can make the difference... Read More
Several weeks ago, I conducted a "Mastering the Cold Call"... Read More
Do you hang up on telemarketers? 9 times out of... Read More
In the last article... Read More
Sales |