In order to increase your sales percentages and sell more, there are a few things to keep in mind.
- Your Relationship with Your Prospect
- Your Prospect’s Reason for Buying
- Your Sales Presentation or Performance
First let’s talk about your relationship with your prospect. It extremely important that you cultivate a trusting relationship from the beginning. You want your prospect to open up to you and the only way they will do that is if they feel comfortable with you. They need to trust you.
Think about the times when you have been in a sales situation. If you are comfortable and trusting of the salesperson, you will easily converse with them and tell them all the reasons why you want to purchase. On the other hand, when you have been in a situation where either you didn’t trust the person, or you felt they were too pushy and just wanted to make a sale you “clammed up,” right? The reason is not because you didn’t want to purchase but because they didn’t connect with you and make you feel comfortable. The salesperson who develops the strongest relationship will get the deal. Often times, regardless of price.
A great way to establish a relationship is by getting your prospect to agree with you or by you agreeing with them. That’s how all good relationships start. There is mutual agreement. Think of when you met your spouse or started relationships with friends. You had common ground and things blossomed from there. The same is true with a customer or client. When you establish agreement and the client feels they can trust you, they will tell you how to sell them. You can ask them all the tough questions and find out just why they want to buy, thereby enabling you to design your sales presentation to their needs, not yours.
Now let’s move on to the reasons people buy. It is because of one of three psychological motivations—to eliminate or reduce Pain or Fear or to enhance or create Pleasure. Out of the three, Pain is the easier sell. People want to avoid Pain far more than they want to seek out Pleasure. But only if you have developed a strong relationship with your prospect will you be able to find out exactly where they are coming from. You absolutely need this information in order to choreograph the perfect presentation and one that resonates with them. Giving a generic presentation will not have the impact you need to get the sale.
Prior to the presentation, assurance and agreement from the client should be established whereby if you can show your client why or how your product or service will solve their problems or accomplish their goals, they will agree to make the purchase. Then the presentation as a performance should be given. Your presentation is where the sale is made. It should be a show and tell, explaining the benefits and showing how your products or service will eliminate their pain or fear or provide their pleasure. Your presentation needs to be persuasive and entertaining and all about the customer. What you don’t do in your presentation will count against you. What you do right will make you money. In the end you will know. Your audience will grade your performance by writing you a check or kindly showing you the door.