Sales Information |
Why Should I Buy From You?
Virtually every business you contact has this question in their mind. To truly maximize your revenues you need give people a reason to buy from you versus a competitor. Here are a few strategies that will help you differentiate yourself from your competition. First, it's important to understand that people make their buying decision on two levels - logical and emotional. The logical aspect revolves around the product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. Anything directly associated with the product is a logical need. The second buying motivator and, perhaps the most powerful, is the emotional aspect of the sale. These criteria are the less tangible needs and include feelings of success, relief, pride, joy, fear and concern. For example, a person buying a pair of jeans will have specific logical needs such as waist size, inseam length, colour and style. But, ultimately, the emotional aspect of how they fit and look will influence that person's buying decision. To uncover your customers emotional buying requirement learn to ask, "What are you looking for in a??" followed by "Why is that important to you?" The first question helps you learn the logical need while the second question will help the customer express the emotional reasons behind their purchase. In the hundreds of sales training workshops I've conducted, I've learned that most salespeople and business owners have a tendency to leap into a product demonstration before they have learned what is important to the customer. Invest the time accurately and thoroughly learning your customer's need and wants. This will help you to begin differentiating yourself from your competitor. The next step is to give a presentation that focuses on the customer's needs. Rather than discuss everything about your product or service, focus first on what the customer identified as being important. This demonstrates that you listened to what they said and will help you separate yourself more effectively. When presenting your product or service ensure you discuss the benefits as well as the features. The feature is "what it is" and the benefit is "what it means to the customer." A great way to phrase this is to say, "Our equipment extracts 97% of the water from your carpet (feature) which means your carpets will be dry to the touch within three or four hours (benefit)." This addresses the customer's emotional buying needs which means there is a greater likelihood they will buy from your versus a competitor. People also make buying decisions based on their overall experience in your store or place of business. Here are just three influencing factors: 1. Ease of business. Are you easy to do business with or do I, as a customer, have to jump through hoops to return something? Are you well staffed or do you reduce your costs by scheduling a skeleton staff at any given time? 2. Staff accessibility and attitude. Is your team friendly and well trained in customer services procedures? Do they exhibit the mentality that the customer is important and comes first or do they spend their time gossiping and gabbing? Do they eagerly approach the customer or do they wait for customers to come up to them first. I recently bought an aquarium and although the staff was knowledgeable they made me feel like I was intruding on their time. 3. Product selection and availability. Do you have a good supply chain management or order fulfillment process in place. Prior to buying my aquarium I placed my order at one store and at the time of writing this article almost six weeks later I still haven't been advised that my tank has arrived. And this was a stock order! Lastly, equip your team with the tools they need to properly do their job. Take advantage of the product training most manufacturers provide, invest in the on-going development of your people, and help them succeed. I've worked with companies who invest a great deal in their employees and others who spend a bare minimum. The difference in their overall results is always significant. Today's business environment is more challenging and competitive than ever before which means you need to give people a clear reason to do business with you rather than someone else. Copyright 2003 Kelley Robertson. All rights reserved Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. For information on his programs, contact him at 905-633-7750 or at Kelley@RobertsonTrainingGroup.com. Receive a FREE copy of "100 Ways to Increase Your Sales" by subscribing to his 59-Second Tip, a free weekly e-zine at http://www.RobertsonTrainingGroup.com. He is also the author of "Stop, Ask & Listen - How to welcome your customers and increase your sales."
MORE RESOURCES: Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting |
RELATED ARTICLES
How to Sell High Tech Solutions Many companies are looking to improve upon the speed, security, and accessibility of business technologies, especially satellite and broadband connections to the internet. While customers are becoming more savvy, many don't speak 'tech-ese,' and they still are baffled by terms such as routers, IPSEC, T-1s, WIFI, and broadband. The Prejudging Predicament There's a direct correlation between sales experience and prejudging. The more sales and marketing experience you have the greater the tendency to prejudge your customers and prospects. 17 Tips for Bringing Your Event to Life Your job as an event planner doesn't stop with the meeting in the company boardroom. You may be called upon to organize an employee appreciate event, an awards dinner, a product launch, the celebration of a company milestone, a gala recognizing a longtime employee's retirement, an incentive event for company's sales force, a fundraising event, a holiday celebration?the list goes on and on. Why Are Customers So Indecisive? Do you know why your customer won't buy? You've given her the best price, possibly even the best options. Yet she fidgets. Future Business Key Element In Sales A challenge facing many businesses is how to maintain a constant stream of customers in order to provide a regular cash flow.One method is to choose a location that ensures a steady flow of traffic past the door, creating a constant awareness of the business. Mindset Over Materials: The Secret Weapon of Sustainable Sales Success Long-term sales success has less to do with skills or knowledgethan you might think. Nor are stunning brochures or excellentproducts guaranteed to make one iota of impact over time. Sales Copy Tips Writing good sales copy is not an art, it is a science. There is no reason to get creative here. Dont Call Me The March, 2004, issue of Psychology Today reports on an experiment involving identical business negotiations between test subjects. The only difference was that half started the transactions with a brief phone call and completed it with email. Great Telephone Skills Having good telephone skills is crucial as the call may be the catalyst for a prospective sale or provide vital counseling for a member of public. However, since both parties may not see each other face-to-face, a telephone conversation may not lead to favourable results; on the flip side, it may lead to unintended misunderstanding. Before You Sell Do The Math This is an important and potentially profitable piece of advice. It goes like this - before you ever attempt to sell any products and services - do the math. The Importance of Good Sales Leads An important part of your business plan should be to generate a steady stream of qualified leads. Making sure that leads flow into your "pipeline" will be one of the most vital aspects of your overall business. Sales People have an advantage as entrepreneurs Zig Ziglar use to say in seminars and on tapes that nothing happens until someone sells something. I had never really understood how absolutely true that was until I got into franchising and saw how one franchise sale could add jobs to the economy, provide great service to a community and change the quality of life for the franchisee and their family. Selling the Difficult: How to Sell What People Dont Understand How to Buy I'll play a seller, using conventional selling methods, selling something difficult to understand; you be the prospective buyer. As we go through the process together, note your reactions, how your beliefs are being challenged, what 'objections' and emotions come up for you as I try to 'sell' you. Losing the Big-One: Salvaging Lost Accounts After careful consideration, we have chosen our vendor, and it's not you."Hard words to hear. The Answers (1 - 5) Are Here !!! - Challenge Yourself - Evaluate Your Selling Skills "THE ANSWERS (1 - 5) ARE HERE!!!"Question 1) List the top five most important steps in the selling process?Answer: 1. Rapport. Everyones Favorite Topic - 3 Tips for How To I believe that everyone understands that no matter what business you are in- Real Estate, Financial Services, Teaching, Auto Sales any other profession, we are all in the PEOPLE BUSINESS. It's been said that fully 85% of your success in life is directly related to your ability to effectively work with people. Lock, Stock, and Barrel! The other night I was watching a classic western from 1969, Sergio Leone's "Once Upon A Time In The West". There's a scene in this movie where an auction is being held for the widow Jill's land holdings. How To Take The Right Steps To Increase Your Selling Results Steps - it is unrealistic for most salespeople to expect to make a sale in a single step. Most sales don't end after a single phone call. How to Eliminate Objections to Price Have you ever stepped your way through the sales processonly to be disappointed by your prospect's objection toyour price?This situation unfolds all too regularly for many smallbusiness owners.The other day I was talking to Joan who was lamenting how she'd spent a ton of time developing a relationship with a new prospect, but in the end wasn't able to make the sale. The Email Blow-Off This week's article is my response to a question by Lisa Boudreau of ePresence. "I cold call into Fortune 1000 companies, often times the admin will tell me to send the CIO, or whoever I'm calling, an email about who we are and what we do. |
home | site map | contact us |