Snazzy sales brochures, 3-D interactive videos, try-before-you-buy schemes . . . these are all great tools for the modern salesperson.
But all of the customer experiences and fast facts in the world won’t do the job, if you can’t also do one simple thing: give your customer exactly what they need.
Essentially, this means demonstrating the direct link between what you’re offering and what it will do for them – whether that’s a one-off product for someone’s Christmas or a long-term service for a business.
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Here are four ways to help you make the connection.
This Is What You Get
Showing you have a solution that will have a measurable affect on a customer’s personal happiness or the bottom line of their business is vital.
If you want a customer to opt for you – even leaving their current supplier in the process – you must show exactly what they will receive in return.
This Is How You Will Get It
If you can source products more quickly or set up a service a company can tap into immediately, be sure to highlight this.
In sales, it’s not just about getting the right result for customers, it’s about getting it right now.
If you can deliver in a week what a rival salesperson struggles to provide in a month, you have your customer’s undivided attention.
This Is How You Will Benefit
Just as important is showing precisely how a product or service will benefit the customer.
How will the new smart TV enhance their viewing pleasure? In what ways will your remote secretarial service make a business more efficient?
Don’t assume your customer or client has made these evaluations for themselves.
When it comes to highlighting the upsides of a purchase, there’s never any harm in pointing out the obvious.
This Is My Guarantee
While most transactions include some form of product guarantee or cooling-off period, it helps a customer get to the finishing line if you make them confident your after-sales attention will be focussed fully on them.
Emphasise the fact you always follow up on a sale by making personal contact and describe how consumer rights will be fully recognised.
This offers an added sense of security to counter last-minute dithering.
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