Our clients today are very different from those of 10 years ago: they are more sophisticated in their buying styles and systems; are more computer literate and tend to use the internet before buying a product or service so it seems inefficient to use techniques that no longer work such as telling the client about the product / service, etc. The traditional “Product presentation” is an example of “Telling”!
“Telling” just communicates information.
Selling moves people to action.
“Telling” is focussed on the seller.
Selling is focussed on the buyer.
“Telling” does not lead to success.
Results require selling, not telling.
In order to sell elegantly and effectively it is important that the salesman remember some key points:
1. Rapport is the prelude to the sale.
It is a recognized fact that people will buy from other people who are like them. The old-fashioned technique of the salesman looking for a shared interest with the client to lead him into a sales pitch has been so overused that many people reject it when it is used. There are other, more elegant and effective, ways of achieving rapport.
2. People buy RESULTS for themselves, not the salesman.
People buy things that will make their lives easier, more enjoyable, safer, etc. If the purchase is successful in giving them the result they want today, they will go back to the salesman for future purchases.
3. People buy:
– For THEIR reasons.
Many sales techniques teach the salesman a series of “arguments” to use to sell their product. The truth is that frequently these “arguments” have little or no relationship with the reasons why the person might buy the product. It is always much more effective to find out the client’s reasons for buying instead of presupposing them!
– In their own way.
People develop buying strategies based on a range of different experiences and needs. Once a salesman has discovered the buyer’s strategy, it is easy to elegantly sell them the product or service. To discover the buyer’s strategies only requires a maximum of 7 questions!
– In their own time.
Many salesmen do not realize that actual or potential clients do not like to be “pushed” into the sales pitch. When a client is ready to start talking about the purchase, they will always send a signal to the salesman. If the salesman starts selling before the signal is sent, the result is often a lost sale.
4. The decision to BUY is:
1st. – Emotional.
2nd. – Logical justification.
People often reject the most “logical” option when making a buying decision and, instead, make an entirely emotional choice. However, frequently, to avoid buyer’s remorse, the buyer find logical arguments to reinforce the correctness of their decision.
5. The expert salesman must earn to see the world as the Buyer sees it.
The expert salesman is a person who knows:
– How to find out how the client perceives the world.
– How to reflect back this knowledge in his sales pitch.
6. The only advantage the expert salesman need is himself!
One of the most common complaints from salesmen is that they need more sales material to “fight off” the competition.
Selling is great fun when you know how to do it correctly!
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© Brownlee & Associates, Madrid, Spain, 2001. All rights reserved. This material may not be copied, translated or reproduced in any form without the prior written consent of Brownlee & Associates.