So, you want to make a sale. This is a crucial part of doing business—without being able to sell something and get other people interested, you really just have a hobby. Interacting with a potential customer to make a sale may seem easy, but there are several factors that most people overlook when trying to advertise or push their products.
First off, you have to sell something that people can benefit from in some way. This seems obvious. However, what may not be as obvious in successfully making a sale is that nobody cares about you and your perspective. By this, I mean that consumers generally care about their own wants and needs and want to be listened to. If you want to sell to these people, you need to let go of your own ego and make the consumer feel important and validated.
To make a customer feel valued, the first thing you have to do is fine their paying points. Talk to them, listen to them, get them talking about their interests to see if your products or services can fit what they need. Figure out their situation, what they’re expecting, and their current knowledge about your industry, or lack thereof.
As a lawyer, I offer many products and services that most people don’t even know about, unless they have a background in business law. To sell those services, it is important for me to figure out a client’s priorities and inform them of the services that fit those needs. These are their paying points. This is crucial, because you don’t want to be selling products to people who do not need or want them. Don’t try to sell a boat to a person who is afraid of water.
Once you figure out their paying points, you’ve got to figure out why they need your business. At this point, many people in sales are eager to tell a potential customer about how cool their service is and how great they are at providing it. But remember: the customer does not care about you. They care about what the product can do for them.
Rather than selling just a product or a service, you are selling the customer’s future. You need to paint a picture for them using a concept that I call the “value gap.” This is the difference between what happens if they purchase your product and what happens if they do not. In the end, a sale only happens if the value they perceive is higher than the cost that you quote them.
To succeed in sales, you have to go beyond just showcasing your business or talking about your own skills. Consumers want to know how your product or service is going to solve their own problems and help them achieve their goals. It is up to you to paint this picture for them and help them see how this sale affects their life. Ask questions and answer their concerns. In the end, it is up to the consumer whether or not they buy your product. However, if you keep these factors in mind, you will be setting yourself up for success in the world of sales.