So, instead of speaking to him in ‘featurese’ deploy ‘benefitan’. 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 doesn’t help matters that internal trainings passionately talk
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Customers will buy from you even when they don’t feel good about you, only because they have no option. Kenya Power with its growing customer dissatisfaction index is a classic example. Let’s 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. “Give us a discount. We are giving you 500 salespeople to train.” Contrary to popular belief, this is not an open and shut case of obvious discount from bulk business. Instead, it’s 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, “It accentuates your chiseled torso or emphasizes your hip movement.” Stating the benefits of your product isn’t 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 competitor’s and yet farmers prefer it “Mimi nilivotia Sonko, kwa vile Kidero ametusotesha sana. Na hope Sonko atatulipa mshahara on time kwa vile Kidero alikuwa anakaa sana bila kutulipa.”
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, ‘Do what you like, and let us handle the rest’ 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 buyer’s problem. Regular
Demonstration makes presentation easier for the seller. Equally, the more the buyer’s senses the demonstration interacts with, the higher the chances of making the sale, as the connection created is magnetic. (That’s why fries are so addictive.) A demonstration is not the sale. It’s merely a presentation. An effective one I’ll 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… Selling is not a science. This is what sellers that are scientists (app developers, crop consultants, engineers, IT experts, even accountants) quickly and
On the surface these look like genuine reasons to buy; but they are no different than being invited to buy a shirt because “it will cover your nakedness”. Why do buyers really buy your product or service? Chew on that; we’ll come back to it. In my classes, whenever I ask the question, “Why