Did you know that your competition sees your weakness as strength? It never ceases to amaze me how, when doing a comparative market analysis, sellers (say, of This Company) are quick to lament thus: âCompetitor Jâs product has a higher torque than oursâ. Or, âCompetitor Kâs service is priced lower than ours.â Or, âCompetitor L
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So, instead of speaking to him in âfeatureseâ deploy âbenefitanâ. A product feature is what the product is; a product benefit is what the product does-and is what the customer buys. The inability to sell what the feature does is the cause of many lost sales. It doesnât help matters that internal trainings passionately talk
Customers will buy from you even when they donât feel good about you, only because they have no option. Kenya Power with its growing customer dissatisfaction index is a classic example. Letâs cut to the chase. Customers buy for two reasons only: solutions to problems and good feelings. The former is objective, the latter subjective.
Sellers who focus negotiating to price only, limit themselves and lose the opportunity to show value-especially with new business. âGive us a discount. We are giving you 500 salespeople to train.â Contrary to popular belief, this is not an open and shut case of obvious discount from bulk business. Instead, itâs an opportunity to negotiate.
If the sale is to succeed, the presentation must be tweaked appropriately for content, style and duration. So, adjust your presentation across the hierarchy. To begin with, picture this. You tell your finance or managing director that, “Reconciliations are not being done correctly in the accounts department.” Likely, he irritatingly wonders, worse, for you, angrily
#C-suiteselling, #KONElift, #Solaitragedy
Buyer behaviour, Communication breakdown, Features vs Benefits
You are more inclined to listen to the buyer who points out the benefits of having the shirt on; like, âIt accentuates your chiseled torso or emphasizes your hip movement.â Stating the benefits of your product isnât enough to accelerate the sale; to do so, you need to customize them to the respective buyer. The
So profound is this that a client of mine who sells pesticides tells me that one of their products is more expensive and bulkier than the competitorâs and yet farmers prefer it âMimi nilivotia Sonko, kwa vile Kidero ametusotesha sana. Na hope Sonko atatulipa mshahara on time kwa vile Kidero alikuwa anakaa sana bila kutulipa.â
Clayton Christensen, Githeri man Chiloba 2017 elections, Jobs to be done theory in selling, Why do customers buy?
Repeating the tag line of your (outsourcing company) company verbatim, âDo what you like, and let us handle the restâ only serves to force the buyer to think how it applies to him and lengthens the sale that much more. To accelerate the sale, be practical about how your product solves the buyerâs problem. Regular
Demonstration makes presentation easier for the seller. Equally, the more the buyerâs senses the demonstration interacts with, the higher the chances of making the sale, as the connection created is magnetic. (Thatâs why fries are so addictive.) A demonstration is not the sale. Itâs merely a presentation. An effective one Iâll admit, but a presentation
Demos, Effective presentations, Selling to the Senses
Demonstrations (Demos), Features vs Benefits, Objections, Pitching/Presenting
1+1=2 is scientific. When selling, the answer depends on how the question is perceived. As such it could be an is equal to sign, or the number eleven, or two ones, or…welcome to scientific sales. Selling is not a science. This is what sellers that are scientists (app developers, crop consultants, engineers, IT experts, even