Stop Selling Help Your Customers Buy

By definition, selling means professionally helping someone buy something. While people love to buy, they hate being sold too! So, how can we stop selling and help your potential customers buy?

My first job in sales was selling coffee and doughnuts at a Dunkin Donuts. I learned early on that the customers were not buying our coffee and doughnuts mainly because they were hungry, they were coming in to meet other folks, relax, read the newspaper, but most of all to feel appreciated. What I learned back then is still valid today. Buyers don’t buy features (fresh coffee, a variety of doughnuts etc.), they buy the emotional benefits those features deliver (feeling appreciated, relaxing, chatting with other patrons, etc.).

Revenue generation increases when a buyer is given the chance to expand at length on the problems that your product or service will fix for them, (their pains), and the related good things that will happen when they use your product or service, (their desired gains). It is further increased when they are helped to articulate the value to them of relieving those pains and realising those gains. In our Client Centered SalesTM training, we teach the trainees how to take this message to a level where beyond helping them sell more effectively, they will help their buyers buy more easily. It all starts with understanding why people buy and how to help them do so. Customers buy whatever it is they buy to satisfy one or a combination of the following reasons:

•    Increase revenues or improve bottom line profits
•    Save money
•    Save time
•    Make their life easier
•    Perform better than they did last year, or versus their competitors

We articulate each step of the sales process to build value starting with building an interest statement so the prospect has reasons to meet with the sales agent. To do so, consider your proposed or anticipated solution and ask yourself “what value does my solution bring for each of reasons above?” Time spent on learning what brings value to your customers is time well invested. Customers expect from sales agent to be knowledgeable about their industry and to come up with solutions and teach them how to be more competitive.

It all boils down to selling with confidence! You can help your team by arming them with the tools they need to develop and execute sales plans that get results. For example, Signature Canada training covers:

•    Establishing credibility and rapport within the first minute of a customer interaction
•    Asking better questions and be a better listener
•    Maintaining higher prices and offer alternatives
•    Responding to issues, concerns and objections
•    Gaining commitment that builds client loyalty
•    Asking for the business at the right time and in the right way

By using our non-manipulative, client-centered approach, your sales team will help your potential clients buy, thus driving incremental revenues. Furthermore, your clients will start seeing your company as a partner and not just a provider. Next time they have a hurdle to jump over, need new equipment, or are looking for a way to be more productive…who do you think they will call? Of course, their business partner!

So, are you ready to help your customers buy?

Julie Charbonneau, Signature Canada
Business Development and Training Director
j.charbonneau@signaturecanada.ca
Phone: 438-870-3087
www.signaturecanada.ca