I’m going to let you in on something that you might find a bit surprising. The professional salesmen, those who seem to have that “magic touch,” all use a bit of knowledge that might assist you in improving your close ratio.
The simple truth is – what you’re selling – is not what they’re buying.
• Your focus is often on what you are selling, but it must be on why they are buying!
• You’re selling products and services – but people only buy benefits!
A benefit is something that provides an improvement in a condition, promotes and enhances well-being or helps assist one to obtain some advantage – and what the customer considers beneficial might be anything from making a positive impression on his superiors, his co-workers or friends and neighbors; to achieving some long-standing unspoken goal; to something so personal, that he only knows how it makes him feel, and can’t even express it in words.
Align your efforts to why he wants to buy – rather than what you’ve got to sell – it’s much easier when you’re both working toward the same goal!
Don’t take my word for it, try it and see.
daniel w. jacobs
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