Receiving a certificate after a training means different things to different learners. Compliance. Recognition of Achievement. Brand association (Trained by…). Proof of competence (Credibility). Proof of attendance. A promotion. And more. What’s the sales lesson here? Well, the certificate is one feature of the training. The meaning the learner gives to it is the benefit.
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Politicians really nail benefits driven selling. I’ll use them today to articulate the importance of pitching benefits when selling. Politicians know what their voters (prospects) want to hear and they articulate it with crystal clarity. If only they followed through. (Sigh!) Alas! as political analyst Mutahi Ngunyi once said: “A politician has no principles. An
Why do people buy or not buy your product? This quote can help. “People don’t buy their way into something they buy their way out of it.” What a quote, huh? But what does it mean? Win their hearts and minds The reason why most customers do not buy your product is because they succeeded
What is an example of commoditizing a product? This is: “Our debit card will allow you to pay for services at no extra cost. All you do is swipe. Our bank account has no ledger fees. You will also access your account online or an app.” The prospect yawns: “What’s new?” he wonders. Indeed, what’s
How do you simplify the sale? Share what the product or service does, not how it does it. Sieve is much easier than filament and precision instruments, yes? “Do you want a 50-seater or 100-seater?” Likely if planning a wedding, you’ve already guessed I’m talking about tents. If only sellers could simplify their products to
Winning the business to business sale starts with knowing that buyers buy the value to your product to their business. Prospects (potential buyers) don’t care about the features of your product; the more, when they (prospects) are a business. Winning the business to business sale means showing the value of your product’s features to their
How can procurement officials sell, not buy? How can they improve their negotiation skills? By learning how to sell Officials in the procurement function repeatedly engage in the selling process, with suppliers. But, they refrain from admitting that they are selling-preferring instead to call it negotiation. In my view, they can keep the procurement label,
“I want a salary increment because my personal expenses have increased.” Good luck with that. I mean, why should they buy? “Why should they buy?” This is the question every seller should ask themselves. “Why should they agree to (buy) my proposal for sponsorship?” “Why should my students buy (learn from me), their teacher?” That’s
Sell with stories. Watching the movie tends to kill your expectations after reading the gripping novel. Now you know why. To begin with, facts tell, stories sell. Also, facts appeal to logic; stories, emotion. Facts keep us going because they trigger the emotion, that initially moved us, when it wanes. Expert sellers fuse both into
Conflicting buyer and seller needs can be subtle. Buyers are a tricky lot; they may echo a problem collectively but have idiosyncratic pain points. When it’s one thing they need and are struggling with, it doesn’t matter that it’s 3% of your product, it only matters that it’s 97% of their problem. Buyers don’t