The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Selling to Retail Businesses
Businesspeople who buy products for resale are only concerned about one
thing: net profits. If you are selling to businesses who are buying your products
or services to sell in the course of their business operations, they are still only
concerned with one thing: net profits. They are not concerned with what the
product is; they are only concerned with what the product does and how it
affects their bottom line. The most important benefit that a product or service
can offer a retail business customer is an increase in net profits.
The most important benefit that a product or service can offer a retail business customer is
an increase in net profits.

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Selling to Larger Businesses
Businesses only buy products that help them improve performance and
productivity, cut costs and expenses, or boost cash flow and profits. You must be
clear about the most advantageous results that your product or service can
achieve for your business prospect in one or more of these areas.
What you sell may help the company to cut costs in some area. It may
increase or improve productivity. It might enhance the performance of either
equipment or people. Perhaps your product helps the customer get greater sales
results or increases buyer satisfaction. If you can convince a business prospect
that what you are selling can make or save time or money in excess of what you
are charging for your product, you can make a sale. This is your key job in
selling to businesses.
Emphasize the Ultimate Benefit
Once upon a time, a woman in one of my seminars, who was selling office
automation systems, said to me, “I just can’t seem to get appointments. I call
them up and tell them that we do office automation consulting, and they always
tell us that they are ‘not interested.’”
She told me that because of her company’s experience, they can usually save
their clients a good deal of money if they have a chance to examine their
facilities and make recommendations. I asked her exactly how she went about
approaching likely prospects.
She said, “I telephone and I say, ‘Hello, I’m Betty Dean, from Office
Automation Services and we’d like an opportunity to come in and show you how
some of our products can increase your efficiency and the smoothness of your
administration.’ But they always say things like ‘No, thank you. I’m too busy;
we don’t have the time right now; we can’t afford it; we don’t have it in the
budget;’ and so on.”