Written by Sean McPheat |
I’m planning to get all salespeople to get their job title changed from ‘sales-person’ to ‘help-others-to-buy-person’!
It’s only half tongue-in-cheek, because you will know by now that our intention should not be to sell our products and services; it should be to make it easy for others to buy them. But how exactly can you make that happen? Well, firstly, we should help the customer make the right decision for them or their business.
We do this by using the right words. Although we’ve heard that words only make up a small percentage of what a person notices when we converse with them (body language and tone of voice apparently accounting for over 90% of what someone notices), words, if used wisely, can make an impact. How?
1) Use the customer’s name; it personalises everything and makes them more receptive to you
2) Use power-words, or words that refer to what your product or service will actually do for the prospect. This will keep them engaged and link your offerings with the solutions they are looking for.
Words like “this will give you peace of mind“, “They’ll be a great return on your investment” and “this will save you lots of headaches”.
Secondly, use your power of persuasion to create needs and wants that you can fulfill.
You can use words again to combine what the analytical and emotional people are looking for. For example, “This will give you the return on investment you want, and the peace of mind that you were looking for”.
Use questions that will keep your prospect’s interest while you are describing how your solution will benefit them. Power questions in your presentation will convince them you have their business interests at heart. “So you can see from the figures that you would be 11% better off in the first year. How would that affect your investment in the future?”
You can create a fear of loss and a desire for gain: this means creating situations where the prospect can see for himself what the disadvantages of doing nothing would be, as well as the advantages of going with your proposal.
So, using words wisely will help you create a desire in your customer that persuades them to buy, rather than having to be sold to. Decide how you can help your next customer buy. Then you won’t have to spend time forcing the sale. And that can only be good for business!
The UK’s #1 Authority On Modern Day Selling
Originally published: 6 October, 2010