Boost Sales

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. The feature is 'what it is' and the benefit is 'what it means to th

Virtually every patter 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 sale decision on two levels – logical and emotional. The logical effect revolves not far the product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. something directly combining with the product is a logical need. The second sale motivator and, perhaps the most powerful, is the emotional adjunct 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 a pair of jeans will have specific logical needs such as waist size, inseam length, turquoise and style. But, ultimately, the emotional lie of how they fit and look will influence that person’s sale decision.

To uncover your customers emotional sale 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 by and by their purchase. In the hundreds of sales training workshops I’ve conducted, I’ve learned that most salespeople and plan owners have a tendency to leap into a product demonstration in the foreground they have learned what is important to the customer. Invest the time bang and thoroughly learning your customer’s need and wants. This will help you to go ahead differentiating yourself from your competitor.

The next step is to give a presentation that focuses on the customer’s needs. Rather than discuss everything round about your product or service, focus first on what the customer identified as present 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 stake 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 terra firma (feature) which means your carpets will be dry to the touch within three or four hours (benefit).” This the customer’s emotional purchasing power needs which means there is a greater likelihood they will buy from your versus a competitor.

People also make consumerism 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 syndicate 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 openness 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 buy off the customer or do they wait for customers to come up to them first. I recently mercenary an fish-pond and whereas 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 tongs management or order fulfillment process in place. Prior to consumerism my body I placed my order at one store and at the time of writing this poem practically six weeks later I still haven’t been designed 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 fitness 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 statically significant.

Today’s doings environment is more derisive and competitive than ever ere then which means you need to give people a utter reason to do bounden duty with you rather than someone else.

Copyright 2003 Kelley Robertson. All rights reserved

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