“You talk too much, why don’t you explore a career in sales?”
People tend to think that to be good in sales, one must be a smooth talker, able to finesse the client into buying a product they might not even need or desire.
This has led to the perception that salespeople are like “snake oil salesmen” who pounce on gullible buyers, earn their buck by sleight of hand, and maybe use magic and hypnosis.
Though I would really want to say this is all nonsense, I just can’t.
Because it is partially true.
Product knowledge is key.
Salespeople have always been trained about the product.
Before you are allowed to leave the training room, you must know all the specs of the product, from inside out, back to front, and cover to cover. You must memorize all the details as if your life depended on it. Even the final exam given after the lengthy product training focuses on your mastery of the product.
However, when the salespeople go out into the real world, they are met with a totally different selling situation – the clients usually are NOT after the specs.
Product knowledge is key…to passing sales exams, not closing a sale.
Ask any car salesperson who has gone the rounds and they will tell you the secret: It’s not about the car brand, it’s not about the specs, it’s not even about the after-sales service.
It’s all about the relationship the salesperson has built with their regular customers.
The best car salesmen can convince their customers to switch from one brand to another. They know that brand loyalty is important, but it is usually trumped by relationship loyalty.
So, what is the real key to selling?
Two words: Understanding. Your. Clients.
If you noticed that it’s really three words, then I know you are still reading and that’s awesome, so read on.
Understanding your client is more important than knowing your product.
Think about it. If you are faced with a sales situation where you don’t know the specs, you can always ask your client to wait as you check with the office the specs they are asking for. But if you are faced with a sales situation where you don’t know your client, you can regurgitate all the product knowledge that you have and your client will still not be listening to you.
The key is understanding your client so you’ll know how to present to them your product in a way that they will be interested to listen, process your information, and eventually decide to buy.
Combining product and client knowledge
So how do you maximize product and client knowledge? Two words, really just two words this time:
Conversational Selling.
Conversational Selling is the ability to introduce the product to your client and make them close the sale for you. If done correctly, it’s the clients who will convince themselves how great your product is.
Now imagine how your selling process would be like if you can do this. One word…
Learn how to understand the needs of your clients and present your products in a way that they will sell themselves by joining the CONVERSATIONAL SELLING training on April 18 from 2 PM to 6 PM MNT. See you there!