Let a Client Look for Advantages in Your Solution and Buy It

Nov 19, 2017

A client better understands their business and their needs than a sales manager. The decision to buy or not to buy is also accepted by a client. Therefore, ask clients to look for advantages in your offer.

A client will enthusiastically look for benefits in your solutions if you bring him to it:

  • Make contact
  • Identify values
  • Give a presentation
  • Ask a client for advantages

If something comes wrong then

  • Waive objections

At the end of a meeting

  • Suggest to buy

Make contact

You build a trusting relationship with every contact with a client. They are formed step by step: a client trust you, a client trust your words, a client trust your solutions.

In the first, a client evaluates you. Everything is mattered: your appearance, your movements, your emotions, your speech. A client already forms the first impression of you for 15-30 seconds. This impression influences your efforts to establish a trusting relationship and a result of a sale. Therefore, you sell our image when you establish a contact with a client.

The sales manager image includes:

  • clothes,
  • body language,
  • emotional attitude,
  • listening skills,
  • speech.

Everything is clearer with neat and clean clothes — the purer and more accurate clothes are the better. However … What to wear?

If traditions of your industry and corporate style allow you to wear what your customers wear — boldly change your clothes! It will be easier for you to sell a tractor to a farmer who wears shirt and boots if you are dressed in a shirt and boots. If you wear a suit for the same meeting, then you will have to prove for a long time that you are a farmer like your client. It seems like you say it smoothly, but your clothes are more suitable for an office clerk who may have listened to farm stories and pretends to be a farmer. Bye Bye! Next, please.

Pay attention to movements, postures and emotions of a client. Copy some of these movements and emotions. Such copying will allow you to join a client. And then you lead a client from his (her) current state to the desired one.

Your ability to listen dominates your speech in communication with a client. Try to make a client talk more than you. But you shouldn’t keep silence. 80-60% of the time is for client speech, 20-40% is your speech.

Pay attention to how a client says: the speed of speech, semantic pauses, words and phrases used. The main thing is to find key words and phrases. Memorize them. Or write it down.

Identify values

What is a value? A value is something that is important and relevant to a client.

Every client is a person. With his (her) values. These values may coincide with the values of his (her) company but may differ. Your task is to define both the values of a person whom you communicate with and the values of his (her) company.

So, you are communicating with a client … but maybe not)))

If a client keeps silence start talk about something. Possible topics for warming up the client are office environment, diplomas, travel photos, children photos, animals photos. Or tell a fascinating story how you got to his (her) office. Such a story should be ready in advance.

How to identify what is important and relevant to a client

How to identify what is important and relevant to a client?

How to determine customer values? Listen carefully to a client and mark the keywords, the behavior patterns (satisfied or dissatisfied, sleepy or energetic, hurried or balanced, etc.).

Example. A client talks about his (her) journey. Ask open and clarifying questions: What did you like? Where does he (she) recommend to go? How to get there? Are there many tourists? Where to stay?

Example. A client tells he needs a comfortable car. Ask him: What is a comfortable car for him (her)? One will answer: A comfortable car is when I can place the whole family and put the 7-person tent in it and go to nature. Another will say: A comfortable car is when I drive it and everybody turns towards me. So I feel comfortable. The third will answer: A comfortable car is when I press on the accelerator and everything is left behind me.

Therefore, your task is to find out what is important and appropriate for a person. And understand the reasons for this.

Now that you have established a relationship with a client, go on to find out the values of the company.

Before your presentation ask a client: What is important for you when choosing a contractor? What type of characteristics will you choose a contractor? What results do you want to achieve?

Do not stop at the client’s answers. Find out the details: Why is that important to you? Dig deeper. Even deeper. Once more.

Give a presentation

Now you are really prepared for the presentation.

By this time you have:

  • key words and phrases of a client,
  • values of a client, both a person and a company.

During a presentation, include the keywords and phrases of a client into to your speech.

Describe the advantages of your solution through the client values — both individuals and companies.

Ask a client for advantages of your proposal

The final touch of your masterpiece — of your presentation — is the search for advantages and benefits in your proposal!))) But this search will be produced by a client! And you will help him.

To do this, ask a client questions:

  • What advantages do you see in my proposal?
  • What do you like in my solution?
  • What do you interest in my solution?
  • What is appropriate for you in my proposal?

If a client gives you vague responses you should achieve detailed answers. Ask additional questions:

  • Why?
  • Why is it so important for you?
  • Why do you like it?
  • Why do you interest that?

You will receive additional information, and check the client’s value system at the same time.

Waive objections

Strangely, you made contact with a client, determined their values, a client found advantages in your proposal by himself (herself)… and suddenly the same client starts to object to you.

This means that you have incorrectly determined the values and did not join to a client. Therefore, a client had objections.

What to do? Make contact and identify values better.)))

Help a client understand his (her) objections

Help a client understand his (her) objections

And in this situation, start to determine objections and shoot them one by one.

If a client tells you that your solution does not suit him, find out reasons for that:

  • by price: expensive or cheap,
  • by terms: long or quickly,
  • by distance: far or near,
  • by quality,
  • and so on.

For example, a client tells your solution is expensive. Excellent, research the price with a client together. Find out what is expensive? What price is right? Why this price?

Further, ask a client to evaluate this objection with the identified benefits from your proposal. If a client does not give a specific answer, clarify whether the other parameters of your proposal are acceptable to him (her). If he (she) answers positively, ask him to name what is unacceptable and research it. Repeat these steps until a client has objections.

Now summarize results. Name advantages of your proposal, which a client has named to you, and the remaining disadvantages. Ask a client to evaluate these advantages and disadvantages. After that, you:

  • sell your solution or
  • make the world better by improving your proposal or
  • discard a client.

Suggest to buy

Make an offer to a customer to buy your solution or product!

Always Be Closing!

Remember

  1. Make contact
  2. Identify values
  3. Give a presentation
  4. Ask a client for advantages
  5. Waive objections
  6. Suggest to buy

About SergeyBure.com

SergeyBure.com is a website for salespersons. The goal of this site is to provide content that allows salespersons to improve their skills.

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