Monday, December 30, 2013
What Are You Really Selling?
You might have encountered many sales
people who focus mainly on the functions of what their product or service does.
Beware of this trap!
What your product or service may do is
very interesting, and it may even convince the prospect that you know your
business and understand the functions of your product. However, functions
probably won’t cause a prospect to give you their money. That will happen when
and only when you persuade them to take action by clearly articulating and
painting a picture in their minds of What’s In It For Them (WIIFT).
When you show an interested prospect the
overriding advantages and outcomes they will gain and experience from your
product or service, you are truly selling.
The successful sales professional talks
about and demonstrates features and benefits leading to advantages and
outcomes.
Personalise the advantages and outcomes
for the prospect. You can only do so by asking enough relevant questions of the
audience to understand their interest level + if and how your product / service
suits + tier level of urgency. Then wisely paint the prospect into the picture
driving that luxury car, receiving compliments on the beautifully designed
dress or suit, looking at the sunset on the lake where the new home has been
constructed, or sitting in the comfortable retirement environment provided by
the investment being made.
Paint the picture so your prospect sees
themselves personally gaining are turn on their investment by purchasing the
advantages and outcomes your product or service offers.
You might not think of award-winning
actor, writer, director, and producer Alan Alda as being a salesman, but in a
speech he made to a medical school, Alan gave doctors And salespeople some good
advice. He said, “The head bone is connected to the heart bone. Don’t let them
come apart.”
From a sales perspective, Alan is
telling professional salespeople that when we demonstrate or explain the
advantages and outcomes of our product / service in a clear and logical manner,
we must also involve the prospect emotionally. We must let the prospective
client know how it will FEEL to experience, enjoy and own the product or
service.
We need to add the bridge. The bridge is
a phrase preparing the prospect to hear the advantage and outcome. The
phrase shouts, “Look out, here comes the reason for you to invest!!!.” Sample
bridges might include:
“The advantage to you, Mr. Prospect,
is...”
“You will enjoy this because...”
The benefit to you, Ms. Prospect, is...”
Try this advice to see prospect
confusion decrease and sales go up.
All the best with your ongoing sales!
Posted in
Business presentations Presentation skills training Sales presentations,
Communication,
Communication Training,
Facilitating meetings
by effectivecommunication.com.au
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