If you want to monetize your business more effectively, you need to sell.
Selling is both a science and an art. Even though some people may seem to be “natural salesmen,” in reality it is often a skill that is learned and then perfected using time-tested principles. It may surprise you that these time-tested principles often have more to do with emotions than cold, hard facts.
The fact is that people make their buying decisions first based on emotion and then back up that emotional decision with logic! They justify their decision to buy something AFTER they have become emotionally invested in the purchase.
For example, someone may book an expensive vacation and then justify it as being “well-deserved” because they have been putting so many extra hours in at work. Sure, a less expensive get-away could also rejuvenate them, but they will find a host of reasons why their more expensive choice is logical.
We all do this. It’s just how we are wired! So the questions you have to ask yourself is: What basic emotional need does my product or service meet? What problem does it solve that could make my customer’s life better or easier?
This is important to remember as you put together your marketing strategy. Sure, it’s important to know all the nitty gritty details, the logical facts and figures about your product. However, don’t underestimate the power behind selling the benefit, filling the want and providing the need.
Appeal to the emotion first and then use your facts and figures to help your customer build their logical justification for the purchase or decision. Help them with this, because this is how they are naturally wired.
And how to you get to that emotional trigger in your customer?
We certainly cannot cover that subject completely in this section. However, what we can tell you is that the best way to reach your customer on this powerful level is to build rapport and break through the conscious barriers they have put up in their minds.
When you allow them to move past their objections of being “sold” on something they don’t think they need (even if they do), and you talk to the subconscious level of their mind, where they easily embrace their wants, needs, and desires, you are more likely to close the sale.
This is not about tricking or deceiving anyone! If you have value to provide, it is your role and responsibility to do what it takes to have your customer buying from you instead of someone else. Of course, you must believe in your product or services! It is your job and your challenge to give your customer permission to break through the critical factor that may hold them back from tapping into their emotions and help them to buy what they really want. It’s all about communication – communication at another level.
When you start to understand the driving force behind every sale, it can change your perspective on selling and become like a game – and you can have fun with it!
Most salespeople dread getting to the end of their presentation, because they dread the host of objections that basically take them back to the beginning of the sales process. For many, an objection is accepted as “the final answer” and they allow their prospective customer to simply walk away. Yet, most of the time an objection is nothing more than an unanswered question.
What if there was a way to remove all objections before you got to the close? Wouldn’t that be great if the only outstanding “issue” at the end of your presentation was what method of payment your customer prefers?
Believe it or not, it happens, and it can happen for you. You can set yourself apart by raising objections before your customer does.
What? Are we telling you to give your customers “ammunition” to fire down your product or service?
Well, sort of. Here’s the thing – most people will not bring up questions as you’re giving your presentation. But their silence doesn’t equal agreement. In fact, most likely, they are thinking about all the reasons they shouldn’t buy your product or service, or they are trying to justify the purchase in their mind. However, they may never say a word!
This is one area where going deep with your knowledge is important. If you know what your competition is doing or what they offer that you don’t, then you will be able to address that before your customer ever asks.
So how can you discover what those questions might be? What are the objections others in your company or industry hear from customers? Know in advance and you’ll be ready with an answer.
Next, go online and see what your customers say about you, your company, or the products you offer. Go into online forums and find out what your prospective customers are talking about. What are their frustrations? And how can you address those common frustrations in your sales presentation. Don’t believe for a minute that your customers haven’t done their own research online!
Throughout your presentation, your goal is to keep your customer in a “yes” mindset. If they continue to agree with you, then they will be more prone to liking you and then buying from you. There are a few very effective questions that you can ask to pull out information and potential objections from your customer:
- What do you like about XYZ benefits of our product or service?
- Are there any benefits you would like that we do not offer?
- If yes, what are they?
- Have you ever experienced/had/tried anything like this before?
- What was your experience?
It’s questions like these that will keep your customer engaged in the process and open the door for them to ask you to “fully” explain something that you may not have “fully” explained before (rather than having to admit that they didn’t understand something).
Building and maintaining rapport throughout the process can make the close a lot easier. Make it easy for them to ask questions!
By the way, if you are ready to monetize your business more effectively and accelerate your business results, let’s connect. (Make the lets connect a hyperlink to a discovery page in a new tab) I know we can help.