25/01/09 19:30
When you can get your customer TO TELL YOU that the product will save them money and eventually pay for itself.
Building value is not about puking out features and benefits.
When do you know they are sold? When THEY TELL YOU they are sold. You need to constantly check for agreement. Always know where you stand with the customer. I don’t mean “tap-ins” either. I mean asking them what they think and why. You may be surprised as to how many times the customer will sell themselves just answering the question “why?”
Example: “ Mr. Buynow. What would be the biggest reason you would want to get a product like this?” Or “ Mr. Buynow. If you had this, do you think it would save you money? WHY? Do you think it would pay for itself over time?” WHY? The key to getting them to sell you on why they should buy, is the “Why” question. If you stop at “Do you think it would save you money?”, they may just be telling you what you want to hear. By asking “Why”, it forces them to sell you on why, therefore, reinforcing in their own mind that they really do want and need it.
“Why?” is the most powerful question in sales.
Remember: Building value is about getting your customer to say it, not you. It doesn’t matter what you believe, it is what they tell you.
Copyright © 2010 Jim Stringer – All rights reserved.
