“What are your plans for the future in this area?”
“If you could wave a magic wand and have the
perfect situation in this area,
how would it be different from what you are currently doing?”
“What would you have to be convinced of to go ahead with our product, or
any product?”
The person who asks questions has control.
Reasons for Buying, or Not Buying
In
every sale, there is a
key benefit that the prospect is seeking. This is the one
thing that the prospect must be convinced of before he can buy.
Your job is to
uncover this key benefit and then to convince the customer that he will enjoy this
benefit if he buys your product or service.
At the same time, there is a
key objection to every sale, the major reason that
the customer will hesitate or decide not to buy. It is absolutely essential that you
uncover this key objection and find a way to answer it to the customer’s
satisfaction.
Focus on the 20 Percent
We spoke about the 80/20 rule a bit earlier. In terms
of buying your product or
service, the 80/20 rule applies as well. Fully 80 percent of the buying decision
will be concentrated on 20 percent of the benefits that you offer to the prospect.
Sometimes the 90/10 rule is in effect; 90 percent of the sales decision can be
based on 10 percent of the features and benefits of your product. Your job is to
find out what they are.
If you talk too much about features and benefits that are in the bottom 80
percent
of concern to the prospect, you will actually hurt your chances of making
a sale. Even if your product is the best in the world in the bottom 80
percent of
reasons why the prospect should buy, they will not convince him to go ahead.
But if you can focus all of your attention on the top 10 or 20 percent of
benefits that your prospect will enjoy, and convince him overwhelmingly that he
will get these benefits from your product or service better and faster than from
any
other choice, the sale becomes much easier.
any other choice, the sale becomes much easier.
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