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

Wanting to Think It Over
When a prospect says that he wants to “think about it” for a while before
deciding, he is really saying one of two things about what you have offered him:
First, he could be saying that he has no real desire to own and enjoy what you
are selling. For some reason, you have not “connected” with him at such a level
that he is convinced he will be better off with your product or service than he
would be with the money that it would cost.
The second reason that a person may hesitate and put off a buying decision is
because he is not sufficiently persuaded that he will actually get what you are
promising. He is saying that you have not given him enough emotional reasons
for him to make a buying decision. His fear of loss or of error is still greater than
the potential benefits from your offering.
Focus on Value
In the process of value selling, you put all your emphasis on repeating and
explaining the values and benefits that the prospect will receive if he buys what
you are selling. Instead of reducing the price or offering a special deal of some
kind, you focus your efforts on building value. It is only when the customer feels
that the value he receives is greatly in excess of the cost that he will have to pay
that a buying decision takes place. Always focus on greater value rather than
lower price.
Selling to Small Businesses
Many people sell to small and medium-sized businesses. They deal with the
entrepreneur who actually started and built his or her business. If these
salespeople are not careful, they can easily slip into talking about the features
and benefits of their products and services without taking the time to realize
exactly what type of customer they are talking to.

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exactly what type of customer they are talking to.
Entrepreneurs are successful because they focus most of their energies on
sales and on satisfying customers. They have very little patience for detail. They
consider bookwork, accounting and finance as necessary evils, things that they
have to do in the process of selling and delivering their products, therefore . . .
talk about sales and profits.
If a salesperson visits with a business owner and tries to sell her computers
and software that will improve her accounting department, her eyes glaze over.
She loses interest immediately. Because she does not associate accounting with
profitability, she is the wrong person for you to be talking to.
Entrepreneurs are interested in sales and cash flow. They are concerned with
communicating with customers and delivering their products and services
satisfactorily. They focus on the performance and reliability of what they sell.
And they are attracted to revenues, profits, and growth. They are not interested
in the internal details of their operations. To sell the very most of your products
or services, you must focus your time, attention, and energy on finding out
exactly what will cause this customer to buy.
The more time you focus on clearly identifying the specific needs that you can
satisfy for a customer, the easier it is for you to structure your presentation and
make a sale.