Selling is facilitating the exchange of one thing for another. It can foster efficiency and community if gone about in the appropriate manner. Here are some tips for doing it effectively:
- Enable the person to explain their own need. Whether it is known or not, this is best left for the customer to frame it in their own terms. They may have their own interpretation. Then it can be understood better and before presenting the appropriate solution. It is the solution, not the product which is interesting to people.
- Inform rather than sell. The ideal is to know more about the customer’s problem than they do. But this still requires empathy to demonstrate that by concentrating on what the product does rather than what it is. Even better than presenting a solution is to present an unknown problem. Then shock, impress, and even change customers’ view of the world.
- Don’t try to reverse a no. When a someone says no they cement the belief that this this not a good exchange. Changing a belief is almost impossible. However, presenting new information in a new light allows for a new decision.
- Be clear about the deal. People feel like their being pushy when selling. When in fact 70% of sales calls don’t make a proposal. Make sure to be very clear about what is being provided in exchange for what.
- Create a user experience. Both on paper and in people’s minds. Even better give people a real experience if possible. The closer they are to experiencing the product the stronger their understanding and attachment. Focus on the value and the benefits and not on the price.
- Have belief in the product and exchange. If you don’t believe that your customer’s lives will be uniquely improved by the exchange then don’t do it. Make sure to understand and embrace it entirely.
- Don’t disagree. This may sound false but the reaction will either be dislike and therefore distrust of you. Or dislike or distrust of themselves. Both of which are a barrier to trade. Your aim is to facilitate an exchange. Not correct one of another humans many misconceptions.
- Follow up consistently. Always follow up 5/6 times. Although be efficient, understand who your real prospects are and don’t spam. Your looks, words, body language, all conveying a message which should be aligned with your product. People want certainty in this respect.
- Build rapport. This leads to trust. All the customer has to know is that you are better informed than he and want the best for him. If you can achieve this, everything else is irrelevant. You can demonstrate how much you care by giving first, listening, building rapport, being willing to go above and beyond.
- Plan in advance. Use outcome based thinking to be totally sure about your actions. What do I want. What do they want. What problems will be brought up. How will they be addressed. What is the final outcome. Ask and answer these questions of yourself.
- Don’t sell harder, market smarter. If all the information is provided in a clear and concise way selling should not be a problem. The thing to work on is how to build, find and approach appropriate prospects.
- Accept the emotion. It sounds simple but these decisions are made emotionally and then rationalised. Work out emotion first, the why? Time? Money? Status? Then back up with the logic.
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