Effective selling is the key activity for survival in a down economy, yet for many entrepreneurs this simply means brushing up on the features of their products or services or perhaps even introducing some new ones. Unfortunately, no matter how many bells and whistles are added, if two simple selling mantras are not followed, the results will always be predictably disappointing.
The first mantra is “Customers buy benefits; amateurs try to sell features.” Often the easiest way to connect with this guideline is to simply use yourself as a test case. Think about the last time you made a major purchase and ask yourself whether you made the decision based on the benefits you hoped to derive or did you decide based on the physical features.
While the physical features certainly lead you to the benefits, at the end of the day the vast majority of us make the decision based on our belief or hope of anticipated benefits. The challenge in selling is in guiding the conversation in such a way that the customer personally connects the unique features of your product or service directly with personal benefits.
When this “selling themselves” happens, you always get the sale; when it doesn’t, it becomes an opportunity for your competitor. An interesting point to note is that while every good salesman can and does point out the benefits, every good customer generally relegates many of the words to just so much “salesperson speak.” But when the dawning is personal, the decision and commitment are made independent of the spiel. The spiel just becomes a convenient reinforcement.
The second mantra is “Fear is the only reason a customer doesn’t buy.” Now this fear may be very rational as in “I fear that the salesperson is lying,” or “I fear that I can’t afford it,” or “I’m afraid that if it breaks, I won’t be able to get it fixed.” Whatever the source of fear, as long as it is present, there will be no forthcoming decision in your favor. Said differently, if you can uncover the real source of the fear, positively address it with your product or service, then you will receive the order. If you cannot, then you don’t deserve the order.
The key to successful application of both mantras is effective communications. For many amateurs, this is strictly defined in terms of outgoing volume. Theirs is a false haven where they take refuge in believing that the more they know and their ability to verbalize this quantity of knowledge are the key factors in successful selling.
Professional salespeople are equally knowledgeable about their product or service, but their key factor in selling is their ability to listen. And what they are keenly listening for are the responses to questions carefully thought out and designed to elicit needs. From needs originate benefits; from benefits originate orders.
A plentiful supply of orders always goes a long way to curing whatever ails a company. Take a little time to think through how you might better serve your customer through matching and communicating your benefits with his or her needs. This time you invest will pay dividends in the results you achieve.
John F. Riddell Jr., director of the Center for Entrepreneurial Growth-Hamilton County, writes each Tuesday about entrepreneurs and their impact on companies and the marketplace. Submit comments to his attention by writing to Business Editor John Vass Jr., Chattanooga Times Free Press, P.O. Box 1447, Chattanooga, TN 37401-1447, or by e-mailing him at business@timesfreepress.com
