There are hundreds of books on the market that tell you how to sell or how to become a top seller. Yet, I believe that all those books which detail the secrets of successful selling can be summed up with these four tips. If you follow them, you too should be able to sell just about anything to just about anyone.
Tip #1—Know your product or service.
If you are going to sell anything, the first thing you need to know is the product or service. Learn everything you can about the product or service. Read the tech specs, read the marketing brochures, even talk to the designers or the product or the performers of the service, if possible. You do this for two reasons. First, you appear knowledgeable to the prospective customer and they feel more comfortable buying from you. The next reason we will discuss later.
When I worked at Dell Computers, I needed to know all about the computers, both desktops and laptops. I needed to know how many Gigabytes the hard drives held. I need to know what memory was. I needed to know about the different sales packages. When I worked at Conn’s Appliances and Electronics, I needed to know what the difference between HD and LCD was. I needed to know how LCD TV differed from other flat panel TVs.
Tip #2—Know your customer.
Why do we need to know our customers? It is because we need to know them so that we can best present to them our product or service. Based on the product or service you’re selling, you will need to know your customer’s name, address, living conditions, neighborhood, age of house, and his or her perceived needs. This is just some of the things you need to learn. These demographics are what help marketers decide whom to target their product or service. After all, if the person doesn’t need what you’re selling, then you’re wasting your time approaching them.
Salespeople are taught to know their customers. By knowing your customer, you can ascertain their needs. There are many ways to do this but there are only two main ways I know. I got to know my customers by:
· Establishing rapport. What does it mean to establish rapport? Webster’s Dictionary defines rapport as “relation marked by harmony, conformity, accord, or affinity.” Establishing rapport means relating to your customer. It is getting to know your customer and establishing a relationship with him or her. Emphasize things you have in common—family, work history, hobbies, etc. People are more likely to buy from someone they like and feel connected to than from a stranger. Rapport brings trust.
· Ask probing questions. If you work in a store, ask your customer, “What brings you in today?” When I worked at Dell, we would answer the phone by saying, “Thanks for calling Dell. What can I build for you today?” these questions are designed to find out what the customer’s perceived needs are so you can narrow your focus of inquiry. You may get everything from “were just looking” to an actual answer. If you get the ‘were just looking’ answer, you could ask, “Is there anything in particular you would like to see?” From that you can assess what it is they are likely shopping for.
Tip #3—Match your product or service to the needs of your customer.
The second reason why you need to know all aspects of your product or service is so you can better promote it to your customer. Through your knowledge, you can highlight the aspects of your product or service that match the real or perceived needs of your customer. Enthusiastically and knowledgeably explain to your customer how your product can benefit them. One thing I did at Conn’s when I was selling HDTVs was emphasize the clarity of the picture. I would explain to them how looking at an HD TV essentially “puts you in the show. It’s as clear as if you were there!” What perceived need does this meet? People want a television with a picture that is clear and allows them to see every minute detail. This is especially true of those who love sports, cooking, even decorating.
Matching the benefits of your product or service to the needs of your customer is true regardless of what you’re selling. Even when selling yourself to a prospective employer, it is important that you know your strengths and weaknesses, as well as know the company you’re applying to and its needs. The question a potential customer or employer is secretly asking is this, “How will your product or service meet my needs?” (In the case of employment, you are the product.) You can gain the sale or the job if you can answer this question knowledgeably and convincingly.
Tip #4—Ask for the sale.
This is the main mistake most salespeople make. They follow all the above tips but fail to ask the customer for the sale. They let the customer walk away. If you are going to be bold enough to build rapport, talk up the product, you should reward your hard work by asking for the sale. “So, can I set up delivery for today?” “Will you be looking to pay cash or charge? We have in-store financing.”
If I were to give a tip #5, it would be to be persistent. Sales managers says you will get a dozen ‘no’s’ before you get one ‘yes’. The problem I believe some salespeople have is that they quit too soon. They either let the customer get away without following the above steps or they quit after getting a few no’s. Any job requires persistence and patience, especially if you are working in the area of customer service.
Another piece of advice I would give is continue your education. This does not necessarily mean going back to school, but don’t stop learning. Read books on selling, learn more about your industry and the products you’re selling, know your competition, and discover future trends. If you follow these tips and don’t give us too quickly, you, too, should become one of the top sellers in your company, maybe even your field.
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