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Selling Your Customers What They Need — Not What They Want

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on 03:03, 28/09/2018 950 lượt xem

Outright Refusal is Not an Option

Even though you may want to do it (and sometimes, I really want to do it), the quickest way to walk away without the sale is to flatly tell prospective customers that their visions are two levels short of insanity and then, proceed to explain what they really need. Even if you’re a rocket scientist in your field, you need to recognize and respect that they not only believe that they know what they need, they also have some important information about their objectives. Their vision on how to accomplish their goals may take them in the wrong direction, but there may be significant value in what they have to say. Your job is to guide them in the right direction without rolling over their dreams (or at least doing so without their clear knowledge).

Unless you decide that you do not want the customer, your first response should affirm that you understand their objectives. Then, tell them how you can meet or exceed expectations while saving time, money or effort, even if it’s with a different product, service or strategy.

Identify Specific Issues

Once you understand the customer’s desired outcome, you can begin pointing out the issues that may prevent clients from meeting their goals. In many cases, they may be asking for more than they need. For example, if they want three manuals for a new software system, you can explain how a single well-designed manual can meet or exceed the requirements at a fraction of the cost. How many people do you know who will insist on paying too much for a project?

There will also be times when customer visions simply will not meet their expressed goals. In other cases, the entire goal may be unrealistic or even severely misdirected. A customer who comes to your candy store in August asking you to ship a gift of chocolate-covered cherries to a close friend in Arizona might better maintain that friendship if you suggest a less perishable confection. But logic alone might not be enough to sway that customer. If you can tell a story about how people react when they open the box, smell the heavenly aroma and then, realize that the melted chocolaty mess is not safe to eat, you can really drive the point home.

When Offering Alternatives, Focus on the Benefits

As early as the beginning of the 20th century, “The customer is always right” has been the motto that great businesses live by, but that doesn’t mean that you should take it literally. Customers need to feel that you respect their goals and visions. But a great way to open their minds to change is to focus on what’s in it for them. In other words, when you propose changes, lead with the benefits.

You can’t always convince customers to buy your goods or services just because you know best. Customers want to hear, “You can double sales and long-term brand loyalty with just a ten percent increase in the quality of the base materials that you use to build your product.” When you present the advantages up-front, they will listen more closely to solutions that they may have never considered. With the right incentive, they may choose to pay slightly more to improve their product quality, rather than just modernize the packaging, as they originally requested.

From: the internet.

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Yêu cầu: 03:03, 28/09/2018
Xem: 950 lần
Cập nhật: 03:03, 28/09/2018