This is part three of my post on sales. In my first post, I talked about my definition of sales “as an act of communication, where one person gives to another person what they need, and some kind of renumeration is traded. “I have already spoken to the communication and need parts of this definition. In this posting, I will talk about remuneration; by this, I mean the customer paying for the product.
The truth most will find hard to believe is: cost is no big deal. If you have established with the client that they need the product and they are sitting in front of you, cost has already gone through their mind, and they are still there. The only issue is: They must place a value to the item equal to what you are charging. The key here is equal value. This does not mean we must lower the price to the perceived value; it means we must raise the perceived value to the price of the product.
The goal in this portion of your presentation is to find out where the value is for the client. Then allow the client to explain why the value is there for them. For example, if you are selling frames for a pair of glasses that cost $1,000, you must find out why this value is there for your client. There is a reason the client is looking at these $1,000 frames, instead of Wal Mart’s $150 frames. The discussion might look like this…
Store – Do you like those frames?
Client – Yes, I do. Do you?
Store – I do. They look very distinguished, but you are the one who must like them. How do you feel about them?
Client – Well, I do like them.
Store – Why do you like them?
Client – Well, they are classy, professional, and can also be casual.
Store – How do they make you feel?
Client – I don’t know, maybe a a bit more confident.
Store – Yes, when we look good, we feel good.
Client – Ya, I would really like to have these.
Of course, the above conversation is going to be a bit more in-depth and longer, but I hope you get the idea. The store’s job or your job is to ask questions and allow the client to explore for themselves why the product will work for them. If you facilitate this type of purchasing experience, you will have a much better chance of not blowing the sale, and more importantly, you will build trust and get repeat business and referrals.
Funny enough, my next post is on trust, so this would be a great place to stop and have you think a bit about these concepts of value, communication, and need to use with your future clients. Remember, you can tell the client all the reasons why they should buy from you, but nothing will help unless they tell themselves why they should buy from you. The object here is to help facilitate that discussion.People don’t buy for logical reasons. They buy for emotional reasons.
-Zig ZiglarSteve Whiteside is a consultant specializing in organizational development, leadership and motivational workshops. You can contact him at, 604-786-5677.