HN 31-5/2015

Begin with a very basic selling rule:

“BUYERS WILL BUY (SPEND OR INVEST THEIR MONEY) ONLY WHEN THEY BELIEVE THEY ARE GETTING WHAT THEY WANT AND/OR NEED.”

Two principles that a salesman MUST REMEMBER before beginning a sale

1- you MUST Know or determine what the buyers want or need

2- you MUST show them how you plan/idea can help them achieve what they need or want

Note that: If they don’t believe you are helping them in stead that they think you only want boost your sale to achieve your TARGET. You can go home before they kick your ass :). So try as hard as you can to show it!

If you are ready, i would like to show you PERSUASIVE SELLING FORMAT a very powerful tool to help u become a GREAT SALESMAN

Most of the sale cannot come to a happy ending because most salesman cannot show the customer: HOW THIS PLAN/IDEA/PRODUCT help them, instead they only focus on WHAT THEY HAVE (feature of product, how it is improved, how great it is …). So again: PRINCIPLE 2nd: you MUST show them how you plan/idea can help them achieve what they need or want

There are five steps (maybe more but at the end you can summarize it in only 5 steps)

1/ Summarize the situation

Why we do this? – Ans: 1- you MUST Know or determine what the buyers want or need

There are two objectives there:

– To ensure you have pretty good understanding of buyer’s needs and wants (when you want to help them out ==> gain trust after that)

– To introduce about s specific benefits to be gained from your idea (when you want to bring them to your ground, before playing your game ==> get your goal after that)

I- To ensure you have pretty good understanding of buyer’s needs and wants:

So we do it to make sure we understand the customer’s situation (if they don’t know u know them, do u think they want to talk to you). We do it to bring them to the circumstance where we want to play this game.

Seller can fall into two situations that:

a/ You have a pretty good idea what the buyer wants or needs. It’s just great, no need to discuss more! Time to remind yourself what the buyer wants or needs

b/ You have general information but do not know specifically what the buyer’s needs or wants. If this case happens, you can put more questions to understand them, or, you can put yourself in their position to imagine what they feel, they want, they need.

Both situations require: YOU GOTTA KNOW SOMETHING. So seller should be knowledgeable, experience.

II- To introduce about s specific benefits to be gained from your idea. This is to create buyer’s wants or needs

Buyer (not seller) can fall into two situations that:

a/ The buyer is unaware of an opportunity. Your mission is to show them you they are skipping many opportunities: Sell-more, consumer trend, market trend vv……

b/ The buyer is unaware of an problem. Help them point out what problem gonna come to them

When you feel buyers get in mind your opportunity/problem, congratulation! move to next part.

Someone once said that summarizing the situation was like fishing! The first objective was to ensure you were going to drop your line where there were fish around. The second objective was to drop your baited hook in the water to see if they would bite. When we say introduce a “specific benefit(s)” we mean give your benefit “dimension” that will be meaningful to the buyer related to his needs and wants.

Here are some examples:

Instead of:          “I have an idea that will build your profits.”
Say:                        “I’m going to show you a way to triple your normal $ profits on your leading toilet soap.”

Instead of:          “I’ve got an idea than can reduce your total inventory and out-of-stocks.”
Say:                        “I believe I’ve figured out how to reduce your investment in inventory by $800 and at
the same time still generate approximately $500 per week in extra volume.

Back to our analogy: You’re fishing in water loaded with fish and you have dropped a hook with a very appealing bait in the water.

2/ State the idea

Coming to this step, time to say about what you have and you intend to offer to buyers. You know/create what consumer needs – you also have idea/offer that help YOU and help THEM, but it doesn’t mean customer also know your intend and believe that you idea can help them. So take time to say it out. …..

Notice that: many sellers often try to say/advice/force customer do/follow/accept sthing after they “summarize the situation”. If it happens, be ready to close your sale with a failure.

3/ Explain how it works

….. then take time to explain it, just explain to make sure customer UNDERSTAND your idea first. It should be giving customer:

– Product features

– Operation mechanic

– General benefit

– How it’s different

vv…………….

(Using data, information, graphic, … try all things you can have to help them understand)

4/ Reinforce the key benefits. Congratulation! YOU ARE ABOUT TO CLOSE THE DEAL

It’s critical: Time to bring benefit your your idea/product meets WHAT CUSTOMERS WANT/NEED. In this step, you gonna using all things that said, collected from 1-2-3 step, gather with each other.

Try emphasize as much as possible that: YOU WILL HELP THEM, HELP THEM, HELP THEM by nothing else but only YOUR GREAT PRODUCT, IDEA

5/ Suggest an easy next step (to close the deal)

When you can see a smile on your customer face, the knock along you them. You know how to do 🙂

But remember that: You’ve just built a trust/a idea into your customers buy. Don’t ruin it by your greedy. EASY NEXT STEP

EASY doesn’t mean small or less. EASY means it fit you and your customer not anything more.

Thank you for reaching here with me. I know it never mean to be easy to sell anything like this process. You can have tons of way to sell but believe me. This process is not only the way to sell but a way to communicate efficiently.

SMILE and ENJOY PSF 🙂

 

Finish at Vinh 5th – July/2015