The negative image
When people are asked what they think of spontaneously about sales people, the descriptions are usually negative. Perhaps because something has been "talked about" to everyone, or the seller no longer felt responsible after the purchase was completed if his customer had a problem with the service sold.
Also, many customers are afraid that a salesman has the job to sell, and in case of doubt his offer is a little more flowery than it really is.
First to sell himself his offer
Sellers have to stand behind their offer. They are not just like that sovereign in the negotiation, but also engaged in engaging new customers. Because if you know why you are good, you can deal with any rejection better - and can go on. No salesperson will be able to explain to his customer why his offer is an asset, if he does not even know it.
Also, sellers have to worry about how they are clearly differentiated from their competitors. Because it is quite normal that the customers compare - and want to have the security that they get the best solution at a fair price.
What does the customer really want and need?
Some sellers steal themselves from their responsibilities by selling something just because the customer so requested it. However, as a rule, the seller should be the professional, and know whether the customer is actually approaching his goals closer - or not. That is why it is also a matter of not selling something to a customer.
For example, if you know that the customer is not happy with it, or he is significantly better with a competitor's offer. After all, people are buying from people - and a customer still remembers for years how appreciably a salesman has departed with him in certain situations.
In practice, many sellers do not have enough time to find out what the customer really wants - and what solution he is trying to achieve.
Do not confuse silence with listening
People like to talk. Particularly gladly by itself. And so many vendors mean that they have to explain the customer in extensive presentations everything. But very few people have a very good memory. At the latest after a few minutes of monologues, many a listener switches off - and misses perhaps decisive arguments.
Customers can listen with little effort if the presentation is relevant to them - and they are involved. Not only through questions and answers, but also through concrete actions.
Objections and other annoyance
Customers want to be sure that they are buying the right one. That's why they also ask themselves, of course, what could speak against the purchase. Ideally, they express their concerns so that the seller can give them information. But all too often, customers do not want to offend their provider personally, and keep some worries to themselves.
Because how would some salespeople react if the customer "I don't think they really can!" would throw against the head? In order to preserve diplomacy, customers prefer to use pretexts, ie diplomatic white lies, like "I'll think about it again!".
Close the sack
Often providers try to buy the order with a high discount. But many a customer is unsettled by a large discount. Because can something be really good when it suddenly becomes cheap - or is it only valid today? Opinion questions like "What do you think of that?" help to find out what the customer is really thinking.
And if the answer is positive, you can definitely move on to the conclusion. Maybe with “Great. Then let us make an appointment right away. How about you on the seventh of the next month? ” or with questions for details: "Should we send them the red version, or the blue one, which they found so beautiful earlier?"
Follow-up and assurance
But selling is not finished with the conclusion. For now both sides must fulfill their obligations.
The customer has to pay on time - and the seller has to ensure that “his” customer really achieves the intended benefit with the service sold. Because only if these two factors are also met, will they actually have achieved their goal.
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German edition: ISBN 9783965961166
English version: ISBN 9783965961173 (Translation notice)
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