The Secret to Selling More

5 sales techniques that work in tough times

February 23, 2009| Edited by Ken Beaulieu
Permalink: http://www.fuelnet.com/?p=1532

Every salesperson loses a sale on occasion. When you lose because of a small difference in price, it’s frustrating. Why doesn’t the customer see that you’re worth every penny? Day in, day out, you must prove value, especially in times like these, asserts Linda Bishop, author of Selling in Tough Times and president of Thought Transformation (thoughttransformation.com). She offers five sales techniques to help you sell more.

1. Talk about benefits. Products have benefits, features, and advantages. Benefits sell. Features explain how benefits are created. Advantages explain why you get the job done better than the competition. Imagine selling customized luggage. Customers who choose your luggage can easily spot their suitcase at airport baggage claims. That’s the benefit. The luggage comes in 10 fluorescent colors, and is customized with a customer monogram. That’s the feature. No other luggage manufacturer has a product like this. That’s the competitive advantage. Benefits answer the question, “What’s in it for me?” When customers balk at price, recap the benefits.

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2. Communicate clearly, so value is understood. Be specific. Avoid run-on sentences. Here’s an example of a poorly worded message: Our luggage is easy to spot it at the airport because you choose your own color and we put your monogram on it and no one else does that.

Now try this: Our luggage is easy to spot at the airport. You choose your own color. We put your monogram on it. No one else does that.

When you keep sentences short and focused on only one point, customers find it easier to follow your train of thought. Customers who grasp the point you’re making are more likely to buy.

3. Clarify to discover which benefits the customer views as important. Many products offer benefits that the customer doesn’t need or want. Find out what the customer thinks is important by learning the answers to these questions:

• Which benefits are absolutely required?
• Which ones are desired, but not essential?
• Which ones would be nice to have?
• Which ones are unimportant?

Focus on benefits that matter to the customer in order to create the perception of value.

4. Offer proof. You explained the benefits, described the features, and explained why you’re superior to the competition. Now, take the next important step and offer the customer proof. Proof comes in many forms, including testimonials, white papers, case studies, and references. It eliminates risk for buyers and shores up claims.

5. Learn to do a better job of closing. Closing conversations provide insight on customer definitions of value. Closing helps you understand why customers hesitate to buy. Sometimes, price causes hesitation. When that’s the case, ask questions to determine what value the customer seeks. Look for ways to tip the scale in your favor and make the sale.

For more effective sales conversion techniques, subscribe to FuelNet Monthly, an 8-page newsletter designed to help owners and managers of companies of every size maximize their marketing opportunities and grow their business.