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

Explain Why Your Quality Is Important
If additional quality is not necessary to get the job done for the customer, then
it is not an important benefit. In explaining quality features in your product or
service, you must always explain how they directly benefit the customer. The
customer must see the direct relationship between paying more for higher quality
and getting more back as a result.
All customers ask the same question in their minds: So what? Whatever you
say to a prospect about your product or service, imagine that he is looking at you
and saying, “So what?” What the customer really wants to know is, what’s in it
for me? What is the benefit to me of the feature that you are explaining? Why is
this particular quality important to me? Make sure everything you say to a
prospect about your product has a definite benefit in it for the customer, and
make sure that the customer clearly understands this benefit.
Whatever you say to a prospect about your product or service, imagine that he is looking at
you and saying, “So what?”
Suitability Comes First
The product you sell must always be the most suitable for what the customer
needs at the time, before quality enters into the equation. An example of

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suitability before quality is the popularity of Japanese automobiles. Everyone
knows that they are well made and they last for several years. Because they sell
at reasonable prices, they tend to be ideal and appropriate for a large number of
drivers. They also happen to give good fuel economy. And in addition to this
suitability factor, they are of good quality.
But the quality always comes after the appropriateness and the utility have
been demonstrated. This is why it is so important to ask questions and identify
the needs of the customer in advance, before you begin explaining why your
product or service is the ideal one for him at this time.