One of the biggest challenges all salespeople face is what I call “Pretence of Knowledge.” So many salespeople ‘know’ what the customer wants and so they present, present, present, at the first opportunity and then wonder why they walk away empty handed.
A great deal of misinformation is out and about regarding sales. Personal interaction, be it in life in general or sales specifically is an evolving and dynamic process. What was acceptable some years ago is simply just not appropriate any more. That is not to say that the basic fundamentals of selling have changed, just the context in which we sell.
It used to be that buyers knew very little about what they wanted to buy and the salesperson was the expert. This lead to many manipulative practices and much bitter experience for buyers. Have you ever been ripped off? How did you feel? I rest my case.
These days people are very well informed and, in most cases, know at least as much as the salesperson. So we come to the age of relationship selling. Develop rapport and get the prospect to trust you and Bob’s your uncle. Not so fast.
Certainly develop rapport, it’s critical because people will buy from a salesperson with credibility. But credibility must be earned. Funnily it’s not earned by you talking, or convincing, or presenting.
It’s by BEING INTERESTED IN THE CLIENT. JUST HIM.
You cannot satisfy a prospect’s needs and wants unless you know them. Often they don’t really know their needs and wants. They have some vague idea that they need to do something, but they’re not sure what. Most people make buying decisions on the basis of feelings rather than rational, analytical decisions.
So, what’s the tip?:
ASK QUESTIONS. ASK QUESTIONS. ASK QUESTIONS.
You cannot learn unless you ask questions. Questions direct focus and when you direct the prospect’s focus they will unearth their needs, rather than wants and then you can match what you are offering to what they need.
The other, vital aspect of the equation is to LISTEN. LISTEN AS IF YOUR LIFE DEPENDS UPON IT.
Beacuse, if you job supports your living, then listening is the single most important action you can do.
So, to sell successfully it must be all about them, ask questions, listen attentively and you will find, if your interest is genuine, selling becomes helping a friend get what they want AND need.
Live Well,
Olle Lind
http://www.koreandiningshu.com/shublog/231
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