When you've been selling something, you've probably had this happen:
You lead off with your best pitch. The customer seems interested, but a bit hesitant. You want to make the sale, but despite your best efforts, the customer just ends up focusing on details. The color is wrong, or it doesn't have the exact feature set he wants, or he just can't quite get past the price tag. The conversation quickly derails into bickering over minor issues until the customer says he'll “think about it” and, most likely, goes elsewhere.
No one is born into selling, and chances are, we've all had experiences like this. It's easy to accidentally let the customer take control of the conversation, and talk themselves out of the purchase. This is why focusing on the Big Picture is so crucial when selling.
As long as you can keep the customer focused on the positive outcome ahead of him, rather than the details, you can help him talk himself into the purchase, rather than talking himself out of it.
Focusing the Customer on the Big Picture When Selling
Every purchase is solving a problem. No one buys anything truly at random. Whether it's an impulse-buy candy bar at the supermarket, or a new air conditioner, or a Porsche, there is something lacking in the customer's life that they believe can be fixed through a purchase. When selling, one of the first things you should identify is what this problem is. Identify the problem, and you can focus your pitch on how your product solves it.
Emphasize the value to the customer. “Value” is a complex idea, and people have different definitions of it. Value might mean the initial price, or the TCO, or its expected longevity. When emphasizing the value of your products, try to find out what the customer believes “value” is, and play to that. This is part of deducing their problem and pitching your product as a solution to it.
Focus on positive long-term outcomes. Sticker shock is a very real phenomenon when selling, and different people react to it differently. If they want something, but don't want to pay for it, they may invent all manner of false “problems” to try to avoid addressing their actual objection. To get around this, keep them focused on how exactly the product will make their lives better. They only have to face the price tag once. The benefits of the sale will continue for much longer.
Details come at the end. Eventually, some of the more minor points will need to be discussed, but that should not come until the customer is already open to making a deal. Avoid getting into lengthy discussions of trivia until you believe the deal is already effectively closed.
Honestly discuss alternatives. If one product doesn't seem to meet a customer's needs, try again. Don't push too hard for a product that they may not be interested in. If you meet significant resistance, pull back, ask some more questions to get a better idea of what they want, and try again. Don't get trapped in a battle defending a product they don't really want. You will virtually always lose.
The Big Picture Brings Results
Selling is a tricky game, but as we've said before, it's really about helping the customer talk themselves into the purchase. As long as you can keep them focused on how the product will result in them having a better life, or even just a moment of happiness, you'll be able to make that sale.
Call DeepSky Marketing to find out how you can create profitable marketing strategies for your company. DeepSky Marketing is a company that provides businesses with profitable marketing systems and verifiable return on investment (ROI). To schedule a brief no-cost consultation call 707 823-3888.
