Author: Andrew Carter
Article:
The Author of the most practical business book - Secrets To
Retail Riches - provides the following article on the most
effective way sell to sell to customers in your business.
SELLING
Through effective advertising and marketing, you have brought
customers to your store in a state ready to purchase from you.
Many businesses loose the sale at this point, because they are
not aware of the basic techniques of selling.
Humans are predisposed to avoid pain and receive pleasure and
this drives everything we do. Customers buy products or services
to give them pleasure or avoid pain. The reason they don't buy
everything they can is because of some perceived pain they want
to avoid in the buying process.
They are only happy if the purchase is worth the benefit. For
these people to buy, the perceived pleasure must be greater than
the perceived pain.
Salesmanship
Selling is about a relationship - not the goods or the service.
It is about understanding the customer, developing emotion in
the customer to buy. To do this you need to adapt and adjust
your rate of speech and body language.
First sell yourself, the company, the product or service, then
the price.
The better your marketing and advertising are, the easier it is
to sell, as many of the steps required to sell have been covered.
The sales process should start with -
- marketing and attracting interest and leads, then -
communicating with the prospect, then - qualifying the prospect,
- addressing the needs of the prospect - closing the sale and
then - asking for referrals
The goods or services offered by your business are constantly
being evaluated by potential customers. Depending on your type
of operation and location, you may be phoned or visited and
asked just a question, or a series of in depth questions. Or
your advertising or web page may be scrutinized for more
information. It is how you handle these enquirers and
information gatherers that will determine if you will sell to
them.
88% of sales are based upon emotion not price - but remember too
high a price can trigger an emotion of fear or pain
Ask any store owner and I am sure they will tell you the most
frustrating thing about dealing with the public, is that most
walk in and if you ask them "Can I help you at all?" and they
say "No thanks - just looking" and leave shortly after without
purchasing anything.
The other annoyance is having people call you for a price, only
to get it and hang up and ring somewhere else looking for
something cheaper.
In each instance, you have to engage the prospect in
conversation, to establish some key points to take them to a
level where they will buy from you, not because you are the
cheapest, but because you built a relationship with them and
showed them the value of the goods or services being offered and
the value in buying from you.
What is the difference between a Lead and a prospect?
You need to know where this person stands in the buying cycle.
Are they -
A Lead - a person whom you have reached through one of your
marketing methods discussed in chapter 4. A lead has become
interested enough to enquire more to see if what you are
offering meets their need or solves their problem.
or
A prospect - is a lead that believes what your business offers
should meet his needs or solves his problems and he has the
resources available to make a purchase.
Only through conversation can you establish which one of these
you are dealing with and bring them to a level where they will
buy. As with most everything else discussed in this book, this
will require a system. One that any of your staff who deal with
the public (face to face or over the phone) can use.
This system is to be used to determine what needs your leads and
prospects have and to address those needs, BEFORE giving them a
firm price on anything.
The 6 Steps to the selling System
Selling is a step by step process and if each of the steps is
taken in that process, at the end of it, the customer has no
reason not to buy from you.
The steps are -
1. Establish report and build trust 2. Qualify - listen and
understand 3. Create desire for the solution to their problem or
need 4. Build value in your solution 5. Overcome objections 6.
Take the order.
Always think of your business from your customers point of view.
This is best done by thinking What's in it for me? - because
that's what your customer is always thinking.
I can help you with this and every aspect of your business
through my step by step, hand holding mentoring program. I can
lay out far more detail on how to teh six steps to selling and
how to convert that to an over 90% close rate.
At this site you can access over $2,000 of bonuses for FREE to
help you and your business.
© Andrew Carter 2008 - not to be reproduced without including
the Authors Bio with the article.
About the author:
Andrew Carter - the Author of the business book Secrets To
Retail Riches, is a Business building and marketing specialist
who shows retail businesses how to recession proof their
Business, with proven techniques that are easy to implement and
highly effective and generate more income for less effort.
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