Okay,
you have listened carefully to what the customer has
to say and you know exactly what he/she thinks they
need and want. You actually do know what to recommend
that will exceed their wildest dreams and will result
in them begging you to accept their order.
That's fantastic!!! However there is a little
more work to do to make the sale.
You also need to establish the value of your product
and/or service by presenting benefits that match and/or
exceed the needs and wants you know the customer wants.
The secondary goal of this step is to create the desire
to buy NOW.
Remember, people retain 20% of what they hear, 50%
of what they see and up to 90% of what they touch or
feel. This means that you have to "Pitch"
your verbal presentation to specifically match their
needs and wants so that the 20% they remember will give
them the information they need to make their buying
decision.
It is really important to be able to physically show
them the benefits that they want and better still is
to put the benefits in their hands so that they can
touch/feel the value. You see, we humans are a
strange bunch; we have more trust in what we see than
what we hear because as the old adage goes, "Seeing
is Believing".
If you are a doctor, accountant, lawyer, dentist, vet,
etc, and you, like me, sell the invisible, you simply
need to become your own product. In this situation,
clothes really do make people. There is an expected
image of all professions, clowns through to bankers.
Emotion is the ruling factor in all decision making
and particularly in the sales decision process.
Therefore you must look for the emotional benefits of
your product/service because logic exists purely to
justify emotional decisions. If a customer does
not believe you emotionally, you have lost the sale,
no amount of logical rational debate will counter, "You
have not fulfilled my emotional needs".
So, recommend and demonstrate products and services
whose benefits meet and exceed the customers' concepts
of value and pitch your recommendation specifically
to those needs and wants only. The customer needs
to see and feel a lot more than hear what your product
or service can provide to fulfil his/her needs and wants.
You must fulfil emotional value not logical thought.
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