You’ve listened carefully to what the customer said. You understand what he wants. Your products and/or services match his needs perfectly.
So far, so good.
However, there’s still an all-important bit of work to do to make the sale.
4 Tips to Generate Sales Leads:
- Match the Customer’s Needs
- Demonstrate the Benefits of your product or service
- Build Trust & Rapport
- Focus on Emotion
You need to create the desire to buy by getting the customer to see the superior benefits you offer.
People retain 20 percent of what they hear, 50 percent of what they see and up to 90 percent of what they touch.
So tailor what you say to match the customer’s needs and wants so that even if he only remembers 20 percent it might be enough to persuade him to buy.
If possible, visibly demonstrate the benefits of your product or service. In sales at least, the old adage is true, seeing is believing. Better still, put the benefits in the customer’s hands so he can feel them. Whether talking, showing or handling, always emphasize what’s in it for the buyer – especially emotionally. Little else really matters to the customer.
Suppose what you sell is intangible?
What if you are a doctor, accountant, lawyer, dentist, veterinarian or consultant and what you do is difficult or impossible for a prospect to see and feel. Then to a great extent you are the product. You have to do everything you can to show yourself trustworthy and desirable to work with. You need to persuade the buyer that you can be trusted to deliver, that you will be pleasant to work with and that your services will give him the desired results. And, since you are the product, your grooming and dress, while always important, become vitally so when what you sell in intangible. There is an anticipated image for all professions. Deviate from it, especially downscale, at your peril.
Emotion is the ruling factor in almost all decision making, particularly in the sales process.
Therefore stress the emotional benefits of your products and/or services, because logic in the purchasing process exists primarily to justify the emotional desire. If a customer does not believe you emotionally, you have little hope of making the sale and probably no amount of logic will save it.
Recommend and demonstrate products and services whose benefits meet or exceed the customers’ concepts of value and aim your recommendation specifically to the customers’ needs and wants. He needs to see and feel more than hear what your product or service can do for him. Focus on the emotional benefits more than on the logic of the purchase.
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