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Focus on customers' needs. Listen to your customer.
Why should anybody buy your product or service? What is benefit or improvement in their condition? Whose life will be enriched? Who will get greatest improvement from your product or service? With which customers does your competitive advantage make a difference? With which customers does your competitive advantage make biggest difference?
Customers want to be more, have more, do more. People buy for ego needs, status needs, self-actualization needs, etc. People buy for safety, security, admiration, social status, recognition, prestige, respect, to increase sales, lower costs, increase profits, self-improvement, excitement, popularity, greater health, self-expression, influence, power, financial success, more knowledge, greater skills, companionship, self-esteem, fear of loss, desire for gain.
Step 3 Consider our tips
Get past receptionist and on to decision-maker. Be cheerful and polite, have – and show – a good knowledge of target company. Explain that what you offer will need to be assessed by an appropriate manager. Where possible make appointments. Different businesses will have different ‘best times’ to see them. You’ll struggle to catch a builder or farmer when weather is good and remember that most people still adopt traditional lunchtime. When arranging appointments always offer a choice. Asking ‘Which is better for you?’ makes them choose, and is better than an open-ended ‘When would be good for you?’ which can elicit a negative response. I f you’re selling a product that needs demonstrating, make absolutely certain that it’s working perfectly before you leave for appointment. Know exactly what you want, but try to think, talk and respond form buyer’s point of view. Sell benefits and not features of your products or service. Remember that likes of Kodak don’t sell films, they sell memories. Try to ask, early on in conversation, questions which cannot be answered with simple ‘yes’ or ‘no’ responses. Open questions lead to improved discussions, and if you’re listening closely to answers you should be able to work out any problems buyer may have. You need to know these if you are going to sell solutions. Take objections seriously, but try to turn them to your advantage. Think creatively about how you can offer to overcome objections and make sure you fully understand each objection before addressing it. Recognize buying signals – questions like ‘Will it take unleaded?’ and ‘What guarantees do you give?’ W hen you begin to hear these close sale quickly. Never forget to go for close and don’t be embarrassed about asking for order – that is what you’re there for, after all.
Step 4 Follow up
The sale is just beginning. Following up deal will strengthen relationship with your new customer, and could provide opportunities for additional sales. And finally don’t forget that continually evaluating your sales process is vital if you’re hoping to refine and improve it – few things are ever perfect.
Learn more at http://www.my1stbusiness.com Ben Botes MSc. MBA, is an Entrepreneur, Speaker, Writer, Coach and academic. He is the founder of My1stBusiness.com, South African Business Hubs Join the My1stbusiness.com Reseller Program and earn 40% referral commission http://www.my1stbusiness.com/affiliate
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