Aligning (instead of conflicting) your objectives to that of the buyer, will more likely progress the sale to fruition, faster. What’s the objective of a client meeting? The average seller will dismissively say, “Duh! To make a sale, of course.” The same question to the buyer will yield this sombre response: “To get information”. Conflicting
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Sell the experience. I mean, what brings you more compelling memories? The five star hotel you stayed in or the treatment you got while there? The house you grew up in or the playful noises (or painful abuses) in it? The Caterpillar hiking boots, or the tiring yet exhilarating Mt Kenya hike? I’m willing to
Product superiority is about managing perceptions through sales superiority. And perception, being amorphous, changes with time. “The salesperson who has the superior product has an easier time selling.” True or false? I get asked. It’s not as simplistic as that, I say. Think through this with me. News is news, yet the Daily Nation has
Branding is creating perception, People buy perceptions not products, Product Superiority is a Perception
Product knowledge is not enough. It needs to be sold. “Excuse me Sir; do you know the bank is giving away credit cards for free?” I’m sure that statement has stopped you short. Who offers credit for free?!…and that’s the point exactly. It caught your attention In a workshop I recently conducted, the true essence
To thrive the salesperson must make the discussion, not about the lowest level of Maslow’s hierarchy of needs in selling, but the levels above it. And the levels above it are all emotional. The progressive salesperson plays in this emotional space. The Chairman of a renowned multinational manufacturing concern once startled his staff when he
Marketing and product differention, Maslow's Hierarchy of needs and selling, Using emotions to sell, why we buy what we buy
Something interesting happened to me as I was fueling recently. A hawker walked up to my car and politely asked if he could tell me something about the wipers. Intrigued, and not being much of a car enthusiast, I agreed. And the ensuing sale inspired these three lessons in selling from a hawker But first,