To sell Jane Smith what Jane Smith buys, you must see things through Jane Smith’s eyes.
If you ignore what this says and means, you are essentially turning your back on people who want to put money in your bank account. You must see your own product completely objectively, completely impartially and completely on what Jane Smith, your customer actually wants.
When was the last time you went to an introductory meeting, you are getting in front of a supplier for the first time, you are surrounded by the ‘big shots’ and the meeting goes something like this: Pierre Cardin clad smous has his laptop, his power point presentation filled with slides, pretty graphs and the features of the product. One hour later, 10 closing techniques later you are none the wiser as to what or how this product is going to help you achieve your desired outcome.
Most salesman are too strung up on their product and services, too hell bent on making a sale at any cost, they do not identify the motivating factor, or the most important benefit in the eyes of the person they are pitching. Peoples’ purchasing habits are based benefits they receive not the features of your product or service and identifying the crucial benefit in the mind of the customer is the ultimate key to more sales, more frequently.
It pays to ask yourself over and over again – what am I really selling? Yes. I know it’s a book or a steak knife or a home study course in servicing your car, but what are you really selling. What human values are at stake? Car, computer, whatever is being sold, the sale is contingent on tapping into the human emotions. This principle is most neglected and misunderstood in business to business marketing. The single most useful and valuable thing you can articulate to your prospect is the BIGGEST hidden benefit or hidden value of your product. If you master this ‘trick’ your sales, at higher prices than your competitors will be more frequent.
Your marketing method should be designed to separate interested from uninterested as early in the game as possible. When you are successful at doing this, you then have the license and advantage to tell all that you can tell to persuade the interested to act. A lot of people who fully understand the difference between features and benefits still fail to translate their products features into benefits for their prospects. And do so at their own peril!
Source by David I Leslie