Selling products to people can be a difficult thing. Many people are unsure about exactly what they want, and as a salesperson, it can be difficult to use the old sales strategy of inundating them with features and benefits hoping that a few of them will be good enough.
If you’d like a technique that will dramatically improve your closing rate, then you’ve come to the right place. In this article, you’ll learn a powerful technique that will allow you to adjust your sales pitch so that it hits your client with laser like precision, and will give you a powerful edge in the sales process.
First of all, you need to understand something called criteria. This is what people use to sort through the outside world, and fit it to what they’d like to have based on their imagination. If you want to eat something, and you’d like American fast food, then that’s your criteria. Other criteria might be expensive food, or French food, or homemade food. If you have ever stood in line at the fast food restaurant, and weren’t sure what to order, that’s what happens when you have vague criteria. You kind of know what you want, but nothing specific pops out.
When you are trying to sell something to somebody, it’s a great idea to elicit their criteria. Find out what’s important to them with regard to the product in question. Ask them what would the perfect product be like. Keep in mind that you don’t want to get too specific. The more vague their criteria is, the easier it will be to sell them a wide variety of products.
As an example, let’s say you are selling cars, and they say they want a yellow van with a 450 hemi engine with a built in DVD player with six screens. Unless you have that particular car, then you are going to have a hard time. On the other hand, if they say they want a safe, comfortable family car to drive their kids around in, you’ve got much more to work with. This is more vague, and can be applied to many more cars.
The trick here is to focus on the particular words they say when describing their ideal product, particularly the ones they put extra stress on. For example, if they lean heavily on the word “safe,” when they say it, you can spend extra time showing them how safe a particular car is. This is a very powerful way to sell things to people.
By building a strong relationship with your customer, and finding out what’s important to them before you show them any products, you’ll do a couple of important things. One is that they’ll feel that their needs are really the focus of the conversation. Another is that you’ll gain a powerful advantage that will help you sell them almost anything.