to sell your soul …
become a great salesperson)
do I mean by “sell your soul”?
If you have a product or service you want to sell to customers then you probably believe it is the best, or would solve their frustrations or enhance their life in some other way, right? So tell them that! Speak with passion and enthusiasm – from the soul.
do I do it?
are some pointers to keep in mind:
Why are you
so passionate or enthusiastic about the product?
How can you convey this in terms of benefits to the customer?
or frustration does it solve for your customers?
How is your
product, service or “deal” better than the competitors’?
What features can you highlight?
your product or service answers their comments or complaints about the old
model/what they have now/the problem they asked for help with?
Often they will tell you this information, or give you clues from which
you can start a conversation. “I need to buy a new printer” tells you that
it is a printer they are interested in, and that it is likely that they
currently have one. You might then
ask “What did you like about your old printer?”
to find out what exactly they want or expect from a product or service.
What did they like or dislike about the old model or their old solution.
pace” the benefits – how will their life or business be in a week/month/year
of having used your product or service? This
helps them to imagine the benefits beyond the short term inconveniences such as
waiting for delivery, installation or a change in their time or procedures.
testimonials are likely to convince them about your product or service?
Try to match the testimonial to your client - for example, from the same
industry or contract size. In some
cases it may be appropriate to share an anecdote about another customer and
clues they are giving you in their questions or comments.
Particularly words that relate more to one sense (visual, auditory,
touch) than another. If you were
selling a car and the customer commented that “I’d look great in this car”
you might ask if they’d like to see the color range, or clarify whether it was
the style or model of the car or its color that appeals.
their objections to closing the sale. If
you know what you need to overcome, it will be easier for you to do so.
You may also summarise the points you are in agreement about.
For example “You prefer this model/colour/term, we have it in stock and
will deliver it for you next week, so we just need to iron out details on the
finance, is that right?” This
gives them a chance to raise any other objections.
How can you
make a negative seem like a positive? If
you are booked out for weeks ahead this perceived negative (that they may have
to wait a week or two) can be presented as a positive – your product or
service is so popular and in such demand that you are booked out weeks ahead.
Write down a
list of the features and benefits and then try different wording to explain
these points. Become familiar with
them so you can repeat them in a conversational way.
You want the explanation to be warm and friendly rather than a coldly
that any questions or concerns they have are likely to be common, or at least
normal. You will know far more
about your product or service than they will – so help to put them at ease.
else do I need to keep in mind?
all had experiences of someone being a little too enthusiastic.
What else should you keep in mind when talking to customers or prospects?
Don’t do all the talking. Make
sure you listen to what the customer tells you.
They know what they are looking for, what they didn’t like about their
current solution, and they will give you great tips on what to emphasise to
them. Ask questions to draw this information from them.
Don’t get too excited and talk too quickly.
It is important to keep enthusiasm in your voice to keep them interested,
just make sure you speak slowly and clearly enough to be understood.
Take notice of their “mood”. If
they seem to be in a hurry you could give them the number/website to check for
help or troubleshooting and ask if they want training or a full demonstration
Don’t expect to get it perfect overnight.
Practice with friends and family.
many sole traders and people who own their own business they started or opened
that business based on them being the technician who makes the product or
provides the service. Often
finances are too tight to hire sale, marketing or telemarketing people and you
become the sales person.
this handful of tips and the soul, passion and enthusiasm you have for your
product and business you can become a great sales person!
more information on these concepts, or to book a business or success coaching
session with the author, Joanne Mansell please phone 0416 181 654.
The first half hour consultation is complimentary.
is a co-author of “Building an extraordinary business” due for release
mid-2002 – see www.kaizencoaching.com.au
for more information about the book, and for copies of her other small business
Joanne Mansell, Kaizen Coaching – “Mind, Body, Life Fitness”
(c) Kaizen Coaching 2000-2014. Trademarks Kaizen Coaching, Building an Extraordinary Business and Sportsmind are used with permission of their respective owners.