Customers do not like to be told what to buy and why.
They prefer coming to the buy decision on their own.
The challenge for a salesperson is to lead customers to the point of sale not by directive statements but by questions that allow customers to conclude, of their own free will, that your product or service is just what they need and want.
A critical skill of the successful salesperson is to sell value by asking the right questions, in the right way, at the right time. You should spend the bulk of your time in the sales process trying to learn about your customer’s goals, problems, and needs and the value of helping them.
If you demonstrate your sincere interest and commitment to helping find a solution by asking the right questions (backed by extensive research and preparation), your customers will not only provide the answers you seek but will trust your advice and counsel.
You want your customers to consider the time you spend together worthwhile because of the light you have cast on their situation in addition to the product or service that will effectively address and solve their most pressing problems.
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