March 31, 2011 2 Comments
When I was a wet-behind-the-ears young salesman (long, long ago), I was introduced to a simple concept that had an amazing effect on my sales success. Here’s how it goes…
The world is full of problems and one way of looking at selling is as a form of problem solving. As sales people we aim to use our products or services to overcome problems the customer may be having.
However, obviously we can’t fix every problem. A problem that our product can fix is called an opportunity in sales and marketing terms. Now, many inexperienced sales people are good at recognising opportunities, and they go straight for the jugular with a feature-benefit volley. But they don’t get the sale. Why not?
Well, successful sales people know that it’s meeting a customer need that persuades the customer to buy. A need is a problem that your product can fix and the customer wants fixing.
So, next time you are in front of your customer and you recognise an opportunity, take a breath and just confirm with the customer that it is actually a need. A simple question like, “and is having that important to you?”, answered in the affirmative tells you all you need to know and now is the time to let rip with the features and benefits. Of course, if the customer says “no” then you will have to find a new angle to explore.
If you are struggling with getting sales, try this approach and you’ll be amazed at the results. If you are still not convinced, why not contact me for some one-to-one coaching or attend my next Sales and Marketing Master Class.