Even when a buyer comes demanding, “I want this solar panel; my neighbour told me he bought it here,” be cautious as seeing it as an open and shut sale.

Customers don’t know what they want.

There; I’ve said it. It therefore behoves the salesperson to show them. More accurately, guide them to what they need through asking questions. Even when a buyer comes demanding, “I want this solar panel; my neighbour told me he bought it here,” be cautious as seeing it as an open and shut sale. Assume the role of the doctor who will never prescribe based on a patient’s self-prognosis.  Can you imagine a patient demanding, “I want these capsules for my headache (said while holding up an empty packet); and the doctor responding with, “OK. Here.”? (Shudder). The doctor will likely, flatly respond with, “No. I first need to know why (or, what the nature of the headache is).”

It’ll come back to bite you

When the eager beaver seller immediately gives the buyer the panel he has demanded, he may have won the war but likely will lose the battle. He will have made the sale, but if it turns out (as it might) that the wiring of the buyer’s home was slightly different, he runs the risk of selling the wrong product. And guess who the buyer will blame when the panel doesn’t work like the neighbour’s? The seller, of course. The customer may not know what he wants, but the customer forever remains King.

There are many reasons why buyers will do a self-prognosis. Not wanting to be ‘sold to’ is one; that is, fear of being pitched to and likely spend more, or, be convinced to buy something else. Another reason is to remain in control of the sale. Another could just be impatience. The reasons don’t matter; the principle however, does. Even if, the buyer presents themselves as knowledgeable, refrain from being too quick to acquiescing to the demand, “I want this pump.”

How do you reach out to buyers

So, what to do then? Probe, pry and peer through questions. Just don’t pester. ”Why do you want this pump?” or, “What is the nature of the problem in your house? Or, “What are the wiring specs in your neighbour’s house?”

The questions will respectfully peel off the veneer of confidence that the buyer presents. (Sometimes, though rarely, it may validate it. In that instance, the probing still helped ascertain that the suitable product was sold.) With the successive peeling of the veneer, the buyer becomes more aware of his ignorance and, more importantly, your concern for his well-being.

What if the buyer still insists on the product even with your expert opinion against it? Remain professional. Decline to sell it. That’s right, decline the sale. “I’m sorry I cannot sell you this spec of wire for that kind of machine, knowing fully well it won’t be a matter of if, but when, the machine blows.” Don’t be surprised if the buyer, taken aback by your confidence, is sold to your credibility.

But even if he isn’t and buys the wires elsewhere, guess who he’ll come back to when the machine blows?

Check out our short courses and other services here. If you would like to have your sales team sell more, we can help. In order for us to do so we propose a free consultation meeting or a call. If in agreement please complete the form below and we will get in touch after receiving your details, none of which will be public. Thank you.

Views – 401

About Author

Related posts

To close with confidence, repeat back the problem to the customer

It is not enough to think you’ve understood the customer’s problem. No. Repeat the problem back to him to confirm. Miscommunication costs, not just immediate, but future sales and, unfortunately, trust. “I want a kioo in my cars (lifts),” so the mzungu prospect told the lift selling company salesperson. They had a good laugh at

Read More

Boost your sales with problem identification, not problem solving

Are you engaged in problem identification or problem solving? Are you identifying problems, or solving problems identified? Confused? Well, if you are selling in a hardware shop and a customer comes in stating, “I want a drill,” do you sell him one, or do you find out why (or what for)? If you do the

Read More

For predictable revenue set clear sales goals and targets

Nothing frustrates sales people, and therefore business performance, like unclear expectations. (That, and insisting that they sell a product no one needs, like the Yellow Pages). But back to expectations. Even with a clear sales strategy, indeed as part of it, business owners and executives should set clear sales goals and targets for their sales

Read More
Stay ahead in a rapidly changing world with Lend Me Your Ears. It’s Free! Most sales newsletters offer tips on “What” to do. But, rarely do they provide insight on exactly “How” to do it. Without the “How” newsletters are a waste of time.