Do you have fond memories of the old style double glazing sales person , talking at you for hours; then making a call to get you a special discount? Most business owners hate being sold to by people who drone on, use sales tricks from the 60’s and seem to get more desperate as time goes by. Why then am I confident that I can say you probably do it to? If you want to sell more, try selling less!
“She bores me with endless, irrelevant, information about the product and drops my name into every other sentence, as if that’ll make me sign up”
“I hate going into the electrical retailer, when the sales person forces irrelevant information on you and with every other breath asks me to buy.”
It seems smaller businesses even more likely to “sell” at you. yet at virtually every networking meeting, shop or business discussion group we find people doing it. That’s why i was so confident a moment ago
Unique selling points.
At a networking meeting recently somebody said “there’s nothing that’s really unique about my offer”. He then continued to talk about his offer and something that was unique; unfortunately the group he was talking to, didn’t realise it was important or relevant. He’s unique because he absolutely guarantees the quote, but the general response was “so what, isn’t that what normally happens”.
Apparently, and research proves it, in his industry it’s commonplace for the quote to bear no resemblance to the final cost. Extra bits get added on, specifications get “upgraded”, and later you’re told you also need xyz to do the job. However, unless you knew that fact, his guarantee sounds worthless. After all, what did you think when you heard about his unique selling point?
What’s the perception that most people hold about your profession? For example, maybe it’s a belief that all cleaning companies insure their work with the same type of insurance, when they don’t. If you found out there were two types of insurance and one didn’t pay much out, whereas the other did, which would you prefer that your cleaner used?
Does your different matter?
If there are differences between you and your competition, what do these differences mean to your customers, would they be prepared to pay more if they understood the difference?
Unless your prospects understand how you’re different, you are giving them one way, and only one way to compare you with your competition – the price. When people complain that customers are only ever interested in price, it’s nearly always the salesperson that has made it that way.
When people complain that customers are only ever interested in price, it’s nearly always the salesperson that has made it that way.
Educate, don’t sell.
Teach your prospects something useful, without forcing “stuff” on them whether they want it or not.
Perhaps teach them things about the buying process, the marketplace, and ways to get good results from xyz type of product. The teaching could be in the form of free reports, simply the way you approach discussions with prospects, or many other ways. The key point is a mindset change which is to stop “selling”, you don’t like it, and nobody else likes it.
What do you think about educating rather than selling?