Showing Enthusiasm for the Product
1Love what you're doing when you're selling a product. The popular image of a salesperson as someone willing to "sell at all costs" is not the reality across the board in sales. A good salesperson loves sales, is motivated by what they're selling, and transfers this enthusiasm and belief to the customer. Indeed, the customer is given options, including the one to walk away, in order to avoid such undue pressure.
Learn how to listen to customers and to read their body language. Avoid interrupting or disagreeing with a customer, and provide your customer with space to talk. Know how to interpret a customer's folded arms, eye contact, and manner of standing toward or away from you. Make the customer comfortable and you're off to a good start in selling your product. 2Be knowledgeable about the product. There is nothing more infuriating to a potential customer than to come across a half-hearted salesperson who claims uncertainty about what the product can and can't do, what it's made from, and what happens when things in it stop working. It is absolutely vital to know your product range inside out and if you do not know something a customer asks of you, let them know you'll find out and get back to them as soon as possible. 3Help the customer see the perks. As well as getting good product information to the right people, it is important to translate the product's features into benefits for the customer, thus making it easier for them to buy. Have you used the product, tested it, tried it out, or worked with it--whichever is relevant? Do you feel comfortable about being able to talk to a customer as someone totally familiar with the product? Ask yourself one simple question: Why should a customer buy my product? If the only answer you can come up with is "So I can get paid," you're selling the wrong product. 4Ensure that the product has been adequately explained. Good product information, including retail packaging, is important. Lots of salespersons and sales managers don't like to admit that sales can be completed by product information. They like to think it is their personal charm, intelligence, and determination that closes sales. For the most part, that is bunk. Not only can sales be made by product information, most sales are made this way. And this is more true today than in the past because of the proliferation of "big-box stores" and other forms of product sales without the benefit of interpersonal relationships. The product information should be informative, true and complete. Ideally, it should give the prospective buyer all the information they need to buy on the spot. For most prospects shopping without assistance, clear and easy to understand information, as described above, is important. 5Make the benefits of the product loud and clear. Besides the actual utility, beauty, or even fame of the product, what are you offering above and beyond? Make it clear to the customer what key benefits the product brings to them, such as guarantees, warranties, and after-sales service. Connecting with the Buyer
1Understand the motivations of the buyer. When presenting the product to the customer, bear in mind that most successful products and services are bought, not sold. They are bought by people who have a need, and believe that the product will satisfy that need. This is often the result of marketing rather than selling, however. Selling the product rather than just offering it for sale almost always involves an emotional component. Take some time to look at the marketing side of the product. What images and promises have been created by the marketing around the product that you're trying to sell? In what ways can you continue this theme where it seems most appropriate to maintain the promised satisfaction the marketing offers? During your presentation, confirm that your prospective buyer will want or need your product. You will need to do this through a range of methods,...
Citations: ↑ Mark H McCormack, What they don 't teach you at Harvard Business School, pp. 127-130, (1986), ISBN 0-00-636953-7
↑ Mark H McCormack, What they don 't teach you at Harvard Business School, p
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