Customers often approach sales professionals with the intention of making a purchase. Interest alone, however, does not guarantee that a transaction will actually occur. The task of a good sales professional is not only to offer a solution but also to help the client realize that they urgently need the product. How can this sense of urgency be created and what should you focus on during negotiations?
Identify the ideal state the client wants to achieve
According to CustomerThink.com, many sales professionals focus primarily on product features and forget to ask about the customer’s real needs. Take an interest in what the client wants to achieve, why it is important to them, and what situation they are currently in. The better you understand their goal, the more precisely you can offer an appropriate solution.
Understand what is currently preventing the client from achieving the goal
The fact that a client has sought your help usually means that they are facing a problem that prevents them from achieving their goal. Find out exactly what the problem is, where the limits of the current situation lie, and why existing solutions are insufficient. This will give you deeper insight into the customer’s situation and make it easier to present your solution.
Present the product as a response to a need
The presentation of the product itself should be based exclusively on the client’s needs. Focus only on those features and benefits that directly address their problem or help them achieve their goal. Details that are not relevant to the situation are unnecessary and may overwhelm the customer.
Highlight the risks of deciding not to purchase your product
To accelerate decision making, it is important to explain to the client what they risk by remaining in their current state. Describe specific disadvantages, losses, or missed opportunities that may occur if they reject the offer. The more specific you are, the more strongly the client will perceive the value of your solution.
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