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How to Make Buying Easier
The title of this blog could have been “How to sell to people”. The word “sell” has a sharp edge to it though - people often don’t like to be sold to, but they don’t object to buying.
Remember, buying isn’t just about the purchase of material goods; it is as much about buying into a company policy or coming round to a way of thought.
Making buying easier for others requires good use of your softer skills. The non-verbal element plays a big part. Can you imagine yourself buying a second-hand car from a salesperson who didn’t make eye contact or smile and didn’t seem interested in you being there? Verbal skills are of course very important too. Remember that how you say something (the speed, tone and structure) is as important as what you are saying. By using open-ended questions you will learn about the buyer’s requirements. Once you have asked questions you need to listen and learn what the buyer is looking for.
A successful sales person will illustrate to the buyer the benefits of the product or service they are promoting, and this information will be tailored to that individual or group based on their specific needs. An untrained sales person will tell the buyer about the generic features of the product or service. There is a key difference between the benefits of something and its features.
For example:
- Flexible working is the feature. Improved productivity, increased employee satisfaction and attendance are among the benefits to an Employer.
- Health and Safety is the feature. A safer working environment is one of the benefits to Employees.
T.I.P. (To Improve Performance)
- They buy your personality first
- You sell with your ears not your mouth
- Verbally transfer ownership, i.e. Not “if you use this product” but “when you use this product”
Remember: If they are unable to see the benefits to them they are unlikely to buy from you.
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