SELL! Master the Art of Sales by Simon Lofgren

Author:Simon Lofgren
Language: eng
Format: epub
Tags: Sales, Selling, Sales Process, Startups, Cold calling, Customer Service
Publisher: Albert & Partners
Published: 2015-06-02T00:00:00+00:00

PHASE 3: ADAPT YOUR PRESENTATION ACCORDING TO THE CLIENT'S NEEDS

After identifying and assessing the client’s needs you should make use of the information you have gathered for your presentation, which is the next phase of the sales process. You should adapt your presentation according to what you know about the client’s situation and prove your product or service fulfills their needs.

What are the key aspects for the client? Price? Service? Time efficiency? Profitability? Safety and security? Status? Prestige? Dissatisfaction with the competitors? What competition do you have? Is the client just researching for future purchases? When will the client make a decision? Are more people involved in the decision to purchase? Does the client need more information or assistance?

As a salesperon, you should be well-informed about your market before selling products. Research articles in trade magazines, customer references, neutral statistical analysis or results from product demonstrations that describe the value of your product. Whether the reviews are positive or negative, it is important to know for the sake of adjusting your arguments. Also keep an eye on competing alternatives: What is the strength and weakness of your competition? If the competition can provide the same product at a cheaper price, you must be able to explain to your client why your product or service will be more benficial to him or her than that of your competitor.

As mentioned earlier, emotions usually guide purchase decisions, so it would make sense to analyze your product or service to establish emotional arguments for a purchase in advance. Make a checklist of possible requirements your client may have regarding your product and write down emotional arguments that fulfill those needs. Keep the checklist in your office or in your pocket and review it every day and make necessary additions or deletions along the way.

You have a lot to gain by establishing emotional arguments for your product in advance. Other than necessity there are really only emotional reasons for a client to make a decision to purchase. Practical and rational needs of a product are often self-evident. Let’s take sales of alarm systems as an example: the rational reason to buy the product is to reduce the risk of burglary or the house burning down. But why then doesn’t everyone have alarm systems installed in their homes or offices? The main reason is they have not been sold to them effectively. Here are some examples of how you can emotionally analyze your product:

Are alarm systems modern? Absolutely. Not having one is very out of date.

Does the alarm system guarantee security? Yes, you can rest assured that your assets are protected and that the fire department will be alerted immediately.

Do alarm systems make life easier and more carefree? Yes. You can work more efficiently by not having to worry about being the victim of a burglary or the house burning down. Worrying is stressful, and stress has a negative effect on general health.

Are alarm systems an indicator of personality? Yes. Having an alarm system shows others

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