Dear ,
(Hint: it’s not your products or services)
You may find this hard to believe, but no one actually buys your products or service. They don’t buy your implants, suture, or capital equipment. They don’t want your consulting or other services. So what are they getting from you? The truth is there are only two reasons customers buy from you. The first is they want a solution to their problem. Your customers buy your products and services believing they will solve a problem, and with predictable results. They usually don’t care how it’s accomplished, along as it resolves the issue. What you provide is the “how to” do it, the process or means you use to provide solutions and results. Would you buy a top-of-the-line wide-screen HDTV just because you wanted a new television set? How about a new computer? How about visiting your accountant? What you are really looking for is a solution to your problem. In the end, you are looking to buy results. If they didn’t solve your problems and delivered the desired results, you wouldn’t buy a HDTV, computer, or visit your accountant. Now imagine if all you told your customers was how your product and service works and what they are, but not what it can do for them. At the end of the one-way conversation (if they are still interested), they may have a decent understanding of what you offer, but they'll still wonder what problems you can solve for them, and what results you will deliver. It is extremely unlikely that customers will buy from you if they don’t know what problems you can solve for them. However, when you understand their problems and the results they need, you will be able to focus on what people are buying and why. Then you will be able to present the best solution for their problem. I promise you that your chances of closing more sales will improve dramatically. The second reason customers buy, is you. When a customer decides they have a problem, they usually want it resolved by the person with the best solutions for them. If the conversation centered on all about your how and what your products or services do, your customers may feel that you are thinking about you and your needs. They will start believing you are merely trying to sell them something, and all sorts of warning signals will go off in their head. However, when you listen to your customers and understand their problems, they feel that you have their best interests at heart. Only then, will the actual sales process start. They will start to trust you, open up, and share their problems with you. At that point, they’ll come to a decision that you’re the best person to provide a solution for them. This quote from Stephen Covey sums it up nicely when having a sales conversation, “Seek first to understand, then to be understood.” Ultimately, sales is all about having meaningful conversations with your customers and focusing on understanding their problems, not talking about your products and services. The most successful sales professionals spend more time listening than they do talking. The more you spend on your customer’s needs, the more they will trust that you are the one they should be working with.
Waiter's flawless service is rewarded | ||||||||||||||||||||||||||||||||||||||||||||||||||||||
| About The Cutting Edge |
| The Cutting Edge Newsletter is published monthly by 1·4·All Coaching, LLC, an international coaching company, to provide strategies, inspiration and tools for authentic, passionate, and creative people who want to sell more of their products, services, and ideas. |
| ||||||||||||||||||||
| ||||||||||||||||||||
| Upcoming Events | ||||||||||||||||||||
| ||||||||||||||||||||
| ||||||||||||||||||||
| Surgical Sale Link | ||||||||||||||||||||
| ||||||||||||||||||||
| ||||||||||||||||||||
| ||||||||||||||||||||
What Is Your Purpose? Clear purpose is the glue that holds a meaningful life/work together and binds emotions, perceptions, and motivations, forming a narrative that impacts the entire trajectory of your life. The person who knows why they live, work, or lead is much more likely to perform in alignment with and in support of that purpose. But how can you be sure what your purpose is? Take this free online assessment to rate your sense of purpose at work.
| ||||||||||||||||||||
| Medical Device Sales Tips & Quips | ||||||||||||||||||||
Quality in a service or product is not what you put into it.
PETER DRUCKER | ||||||||||||||||||||