Everyone hates to be sold, but everyone loves to buy. It’s an inconvenient truth for sales professionals, but one that must be addressed. The “hard sell” approach is simply not as effective as helping the customer feel like he’s solving his own problem and making a wise choice by buying.
The challenge, then, is how to give the customer this sense of control.
Prospects are on their guard immediately when someone starts trying to sell to them. If you go straight into a sales pitch, you risk immediate rejection – the prospect probably won’t even give you an opportunity.
Instead of talking to the prospect about yourself - your company or your offerings - talk about them. Let them know that you are interested in solving their problems and meeting their needs – not in pitching a product. Ask questions about their business, their issues and their concerns. Mention others in their industry or area that you have worked with, and problems you have solved for them – it’s likely that they have comparable concerns.
The customer is primarily focused on his own business and his own problems, and what he really wants to know is what’s in it for him. The customer is preoccupied and busy, and dislikes unnecessary distractions - like salespeople.
Give him a good reason to work with you. An introductory FAB, or feature-advantage-benefit statement, can succinctly and clearly make the connection for him between what you are offering and how it can help him.
Briefly describe the product or service feature, explain what it does, and then tell the prospect specifically and explicitly what it will do for him. He will not become interested in buying unless he can clearly see the benefit to his business.
Get in sync with your customer’s buying process and work with him to create the best solution for his specific problem. Ask questions. Listen to the answers. Don’t try to sell him something he doesn’t need – figure out the best possible solutions among your offerings and explain the options.
This approach helps the customer feel like you are actually interested in helping him, rather than just selling to him, and also gives him a sense of control. By offering several options, you let him become a “shopper” and allow him to select the best product or service to fit his needs. The customer will feel better about the purchase because it is his own decision – he hasn’t been “sold,” but has “bought” something to help his business.
Help the customer past obstacles and objections. Customers naturally get jumpy when making a purchasing decision, especially if they are uncertain about the return on their investment. Reassure the customer by emphasizing the value to his business, reminding him what’s in it for him. Minimize his concerns and reframe objections in the context of established value and items you have already agreed on.
Continue to support the customer after the sale, too. Follow through on everything you promise, and follow up with him after delivery. This effort on your part shows that you are a trustworthy partner, reinforces to him that he made a good choice, and dramatically increases the likelihood that he will buy from you again.
Recognizing that the customer is going through a “buying” process as we go through our “selling” process will help us to stay in sync with the customer and keep him from feeling pressured. A customer who starts to feel like he’s being bulldozed becomes resistant. Help your customer feel as though a trustworthy partner is helping him choose the best solution. Remember: everyone hates to be “sold,” but everyone loves to buy!
Baker Communications offers leading edge training solutions for sales makers and sales managers that will help you address the goals and achieve the outcomes addressed in this article. For more information about how your organization can achieve immediate and lasting behavior change that will uncover new opportunities, drive revenue, and boost your bottom line, click here.
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