Thursday, November 12, 2009

Buying is Fun

While buying is fun and exciting, nobody likes to be sold.
(This also apply to classified/written ads and sales letters)

The truth is: the best salespeople don't "sell" their customers; they help them buy.

* Get emotional.

- do not attempt to appeal strictly to the buyer's rational mind with a list of perfectly logical reasons to buy. Instead, fire their imaginations, and appeal to their emotions.
- stress the benefits and rewards of owning your product or using your services. If possible, have them hold your product in their hands.
- use colorful verbal illustrations that stress benefits. Sprinkle in some brief case histories.
- be likeable.
- have some fun.
- let the customer do most of the talking.
- take the pressure to buy out of the experience, and the successful close will come naturally.

* What buyers want.
- the central question on buyers' minds is, "What's in it for me?" Take note: the question is, "What's in it for me?" not, "What's in it for my company?"

- let prospects know how your product or service will help them to:
Make their jobs easier
Gain respect and prestige
Be appreciated
Have some fun and excitement
Minimize their personal risk
Look good to management
Advance their careers
Save time
Stay ahead of the competition

Remember, the central question you must answer for the prospect is, "What's in it for me?"

* Respect your buyer's intelligence.

- speak to your potential customer as if you were talking with an intelligent, yet uninformed friend.
- do not insult your prospect's intelligence with inane leading questions such as, "We all want to save time and money, right?" Instead, simply state, "Our product will save you both time and money," and immediately follow this statement with a brief example or two.

* What's in a name?
- there is no sweeter music than the sound of one's own name. Try to use your prospect's name a couple of times during your sales presentation.

* The nose knows!

- Do not overwhelm your client's olfactory sense. It is a major turnoff for buyers when a salesperson reeks of perfume, cologne, or aftershave.
- Rule of thumb: use only enough fragrance that if a loved one were nuzzling your neck, the scent could barely be detected.

* Be on time, but don't come early.
-Never arrive more than ten minutes before your scheduled appointment. Being punctual shows respect and good business form, and will get your meeting off to a good start.

* Create powerful imagery.
- Instead of saying to a business owner, "Your employees will really appreciate this program," consider saying with a smile, "Your employees will stand up and applaud you for giving them this program." Don't worry; the buyer will allow this bit of poetic license. Even though he knows his employees won't really stand up and applaud, the mental image of them doing so is powerful.

* Beware the time bandits.
- Everyone needs a break from the action. However, 20 minutes a day wasted on office small talk, surfing the Net, or personal phone calls adds up to two full weeks a year in lost production. How many sales could you make in two weeks? Eliminate these time bandits, and watch your productivity climb.

* Don't interrogate buyers.
- your fact-finding process should flow naturally in response to buyers' comments and conversational pauses. Do not put them on the hot seat.

* Breaking the ice.
- employ a more businesslike opening, such as, "The reason I'm calling you this morning is to learn about your company's personnel needs, and to see if we can be of help." In other words, after introducing yourself, state the reason for your call. Prospects will appreciate your honesty and respect for their time and intelligence. Only ask, "How are you?" after you've progressed beyond the initial contact, and a relationship has been established.

* Don't answer a question with a question.
- this tactic is usually perceived by the prospect as evasive. For example, if your buyer asks, "When can you ship?" do not respond, "When do you need it?" This strategy diminishes your credibility.

* Look sharp.
- Your clothes and personal grooming speak volumes about you to buyers, co-workers, and management.
- if you are looking good, you are undoubtedly feeling good, and you will close more sales.

* Never thank anyone for taking your call.
- This seemingly polite gesture immediately puts you in a subordinate role—and subordinates are easily dismissed.

* Mood follows form.
- your phone personality. If you sit up straight and smile, you will begin to feel self-confident and purposeful. Your voice will reflect those qualities, and you will enjoy more successful contacts with prospects and clients.

Michael Dalton Johnson is the Editor and Publisher of "Top Dog Sales Secrets", the bestselling book featuring advice from 50 renowned sales experts. When order your copy now you'll receive over $3,000 in bonus sales tools.

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