“Don’t sell to your customers, make them want to buy” – Meet Zill
If you want a horse to become thirsty, make it taste salt. However, unless the horse chooses to ignore its thirst, it will need to drink water.
Similarly, to excel in sales, you must build relationships. Reflect on the individuals who have attempted to sell you something; how many of their products or services have you actually purchased? Now, think about a scenario where someone approaches you, establishes a connection, and demonstrates genuine interest in your needs and financial situation before suggesting a product. This approach, which prioritizes sincere engagement over immediate sales, often leads to better outcomes. The quality of the relationships you build with your customers will determine your sales success both now and in the future.
In a world filled with various brands and services, customers often struggle to make informed choices. Their decisions tend to be based on their feelings towards the salesperson and the perceived benefits of the product or service. For many people, the relationship with the salesperson is paramount; it overshadows the actual product or service. As a salesperson, your primary role is to understand your customer thoroughly. By becoming adept at reading people, showing genuine interest, and maintaining a friendly demeanor, you can gain easier access to potential clients.
Before presenting your product or service, it is crucial to establish a strong level of trust. Show customers that you value them as individuals. Treat them as if they were family members; this approach can lead to ‘automatic sales,’ where customers discuss their needs and are willing to pay even more than the asking price. As Brian Tracy puts it, when the relationship is strong, the sale will naturally follow. Personal experience has shown me that addressing customers affectionately, inquiring about their interests, and allowing them to share, enhances the likelihood of them not only purchasing but also recommending your services and, in some instances, offering gifts out of appreciation.
To effectively sell to anyone, you must also possess thorough knowledge of your product or service and how it can benefit the customer. Avoid direct selling; instead, focus on how you can assist them. Understanding and communication are key; many customers fail to purchase because they do not fully grasp the product or service offered. A low-pressure approach, characterized by asking insightful questions and listening attentively, can transform a prospective buyer into an advocate for your brand. Instead of pushing them to buy, educate them about your offerings as if they were learning to sell them themselves. This method not only builds trust but also empowers them to make informed decisions.
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