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Northeast Leadership

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How to get UP On a down day

Stop The B.S.

What Do You Want To Be When You Grow Up?

The Chevers Report June 4 , 2005 

Volume # 1 Edition # 3

The secret to making more sales.

If you want to make more sales, remember: very few people like to be sold to, but most people like to buy. By assisting the customer to make a buying decision, you can make more sales. When done right, the customer never feels as though they have been sold.

Whether you have a prospect who has made an inquiry, or you have someone you have approached, you don’t start selling that person on the merits of your product or service. What you want to do is find out what the needs and wants of the prospect are.

Let’s take for example, that you are selling office copiers. You first have to determine if the customer has an office or if they ever have the need of a copier.

You do that by asking questions. How often do they need to make copies? What are they doing now about making copies? Do they need color? What is the volume of copies per month? What do they make copies of and who is the recipient of those copies?

By finding out the answers to these questions you will be able to show them the copier that will best fit their needs. They will feel a part of the buying process and won’t feel as though you have been selling to them. Because they took an active role in the purchase, they will feel good about the outcome.

They will have made the decision to buy, based on what they said they needed.

If you don’t take the time to find out the most rudimentary facts, two things happen. You reduce the chances of making a sale and the prospect puts up a barrier.

Most prospects approach a salesperson with their antenna up. They are afraid they will be taken advantage of. Depending on their level of knowledge about your (and your competitions’) product, they resist any attempt on your part to close the sale until they feel comfortable they are doing the right thing.

The right thing in their mind is that they feel the value of your product is equal to or exceeds the money they will spend on it.

When you take them through the process of finding out their needs, you will have the opportunity of finding out what value they place on the product. By this I mean, above the cost of the item, what is it they most value? Is it the savings in time your product will give them, or the convenience of having it readily available, or perhaps it is the prestige of owning that particular model or maybe they want it to make them look good.

You can only find out what is important to them by asking them questions.

Some questions you want to make sure are answered is, “How will they use it?” “How often will they use it?” “What are they looking for it to do?”

Remember, the quality of your questions will determine the quality of the information you receive. It is through quality information that you will make your sales. Oh, excuse me, I meant to say, your ability to help your customer buy your product.


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© 2005 Margo Chevers


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