What results is he expected to achieve for the company? How is she appraised or
evaluated by her superiors? These are key questions
to ask and find out the
answers for.
As we said before, people always seek improvement in their conditions. They
will only take action on an offer if they feel that they will be better off as a
result.
In business organizations, people will only approve the purchase of a
product or service if they feel that it will improve their
personal positions in the
organization.
For example, let us say that you are promoting a sales
training system and are
talking to the sales manager who makes the decisions in this area. The entire
focus of your presentation should be on improved sales performance rather than
on improved profitability. The sales manager is
not rewarded on the basis of
profitability but on the results of the salespeople. Focus on the benefits that this
specific prospect will personally enjoy, rather than general
benefits that have no
effect on this prospect’s results or rewards.
Business Versus Personal Benefit
Sales experts often differentiate between a “business win” and a “personal
win.” A business win is what the company gets as a result of using your product
or service. A personal win is how the individual
will benefit personally when
your product or service is installed and working successfully. People in business
will not buy until they see that there will be measurable benefits in both areas.
Take the time to identify how the prospect will be better off personally in
higher income,
greater convenience, or even additional prestige and respect from
other people in his company. These can be the key factors that trigger the buying
decision.
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