List Categories | List All Articles | List Articles By Title
Why Should I Buy From You?
Virtually every business 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 buying decision on two levels - logical and emotional. The logical aspect revolves around the product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. Anything directly associated with the product is a logical need. The second buying motivator and, perhaps the most powerful, is the emotional aspect 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 buying a pair of jeans will have specific logical needs such as waist size, inseam length, colour and style. But, ultimately, the emotional aspect of how they fit and look will influence that person's buying decision.
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. In the hundreds of sales training workshops I've conducted, I've learned that most salespeople and business owners have a tendency to leap into a product demonstration before they have learned what is important to the customer. Invest the time accurately and thoroughly learning your customer's need and wants. This will help you to begin differentiating yourself from your competitor.
The next step is to give a presentation that focuses on the customer's needs. Rather than discuss everything about your product or service, focus first on what the customer identified as being 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 benefit 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 carpet (feature) which means your carpets will be dry to the touch within three or four hours (benefit)." This addresses the customer's emotional buying needs which means there is a greater likelihood they will buy from your versus a competitor.
People also make buying 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 business 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 accessibility 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 approach the customer or do they wait for customers to come up to them first. I recently bought an aquarium and although 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 chain management or order fulfillment process in place. Prior to buying my aquarium I placed my order at one store and at the time of writing this article almost six weeks later I still haven't been advised 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 advantage 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 always significant.
Today's business environment is more challenging and competitive than ever before which means you need to give people a clear reason to do business with you rather than someone else.
Copyright 2003 Kelley Robertson. All rights reserved
Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. For information on his programs, contact him at 905-633-7750 or at Kelley@RobertsonTrainingGroup.com. Receive a FREE copy of "100 Ways to Increase Your Sales" by subscribing to his 59-Second Tip, a free weekly e-zine at http://www.RobertsonTrainingGroup.com. He is also the author of "Stop, Ask & Listen - How to welcome your customers and increase your sales."
Can Walmart Make You Rich?
Have you ever shopped at Walmart and thought..
Doomed Before You Dial?
Several weeks ago, I conducted a "Mastering the Cold Call" seminar for the Printing Industries of Connecticut and Western Massachusetts. At the end of the seminar, a participant came up to me and said, "Thank you! I learned so much! I learned 'Don't Take No for an Answer.
The Benefits of Buying Used Store Fixtures
The difference between antique or vintage store fixtures and used store fixtures is simple: antique fixtures have a classic look and style. In many cases they are brand new but manufactured in a style of the past such as deco or minimalist.
The History of Sales: Dale Carnegie is Still with Us
I've recently been hearing sales companies talk about how they are 'helping their buyers buy' with a system that is the 'next thing' after Consultative Selling. After becoming familiar with their concepts and methods, I've come to believe they are correct: they are definitely on to the next iteration.
Tapping The Potential Of Your Customers
Business owners of long standing know the cardinal rule "take care of your existing customers first". Today especially we see business owners looking constantly for the new customer.
Follow the Long Yellow Copy: Do Long Scrolling Sales Letters Work?
Have you ever sat through a movie and got to the point when you counted the minutes till its ending? Unfortunately, you can't speed it up or leave it for another show (although, some people do try switching movies). When long Web copy leaves your eyes glazing in that same way, what do you do?As you read a long, scrolling sales pitch do you read it and make the buy? Read it and lose interest? Click away? Skim it and do nothing?Welcome to salesmanship in print.
Stuff We Make Up About Our Prospects
? Go through the "no's" to get to "yes." ? It takes X number of "no's" to get 1 "yes.
Dropped Jaw Syndrome, Your Fastest, Most Reliable Market Test
Business owners should be more like doctors.Forget selling and start asking your customers where they hurt.
What is Lead Generation?
Lead Generation is vital to all businesses. All companies try to attract new customers, and this is a kind of lead generation.
Voice Mail That Sells
As a business owner, I receive my share of sales calls in a given month. More often than not, I'm away from my desk or out of the office which means I end up listening to the messages instead of speaking directly with the sales person.
Ten Tips for Choosing the Right Direct Sales Company
Direct sales can be your ticket to a profitable home-based business. There's low risk and low overhead - and you'll find lots of conversation, creativity, and cooperation among the company's representatives.
Hi, I'd like to discuss the most powerful words you can use during the selling process.Quote: Words are the most powerful drug used by mankind.
How to Sell Your Products Without Competition
Selling your products at shows can be difficult when you have a lot of competition. Although some show organizers are careful to have a good mix of vendors, it's not uncommon for other shows to have 20% or more of the booths filled with vendors in the same niche - which is a buyer's market and a seller's disappointing show.
Are You Scaring Your Customers Away?
"Hello, is (pause) puh-TREE-shuh home?"So started my weekend lesson in marketing. It was Saturday afternoon, and started like a typical telemarketing call.
Sell With KISS, As In Keep It Simple, Stupid
One of the most useful and fundamental communications lessons that has been repeated to me over the years, ever since my earliest days of formal business training, is the fabled, famous, and fabulous "KISS" formula.In my college marketing class we were told "Keep It Simple, Stupid!" When I entered my three-month sales-training orientation at New York Telephone way back in 1968, it was a more refined "Keep It Short and Simple.
Your Voice is Your Instrument
On an introductory call, your voice is your instrument. During a face-to-face meeting, you have visual cues and body language available to add layers of meaning.
Three Ways to Increase Mortgage Applications
If you are in the mortgage business, the very first thing you need before you can get anywhere, is an application.I spent years working in the mortgage industry, and my goal was to close one loan per week.
Six Steps to Creating Online Presentations for Telephone Selling
How much extra money could you make by closing just one or two additional sales a day? You can double, or even triple, the effectiveness of your telephone selling by showing prospects why they should buy from you, instead of just telling them.Clients and prospects are visually oriented.
Take the Contract with You
I learned something very interesting this week. Thankfully, what I learned was really at no one's expense.
Leads, Prospects, and the Huge Gap Between
The leads marketing delivers to the sales team never seem good enough. Either the leads are "bad" and are wastes of a salesperson's time, or there are just not enough "good" ones.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !