Hello And Welcome to my blog.
Today we are going to discuss the importance of sales arguments.
If you look at the sales process, sales arguments is the most important part.
About 50% of your sales success will come from your ability to discuss with customers after doing the needs analysis and presenting your product. (More on the sales process in my earlier series The Sales Process.)
The important thing to do when you are discussing with your customers is to keep the discussion on their level.
You have to be able to rise to the occasion when speaking to someone with a lot of knowledge of your market and at the same time be able to discuss the matters at hand with people who have no prior experience with your product category.
People can either feel that the buying is awfully fun, or just plain awful. In any case you have to keep the discussion interesting.
You have to keep your arguments focused on the customer. If the customer just wants to be reassured that the product is serious and want to know that they are making the right decision you have to keep it on that level.
If the customer is one of those people that love buying things you have to keep the mood light hearted and fun.
Speak to the customer!
Try to “think outside the box” with your arguments.
The customer has probably talked to dozens of salesmen selling similar products. You have to be unique, interesting, professional and fun to purchase from.
Find arguments that they haven’t heard before. Aspects that they haven’t thought about and features that will appeal directly to them.
Make sure they know what differentiates your product from the competition and answer their question about your competitors.
It is important to know enough about your competitors that you can differentiate yourself from them and prove that your product is better than theirs without just bad-talking their products.
Many salesmen will attack a competitors product, just talking about their shortcomings.
It is better to focus on your products features and whilst being positive about your competitor, show that your product is superior in both quality and in value.
It will make you seem a lot more professional and will increase your credibility as well as the credibility of the whole category.
If you can find a new view point than any of your competitors you will have found a great way to reach customers and get inside their minds at a personal level.
An exercise in sales arguments.
Step 1. Write down the most common arguments your customers have.
Step 2. Right down what you usually answer to these questions.
Step 3. See if you can come up with any other arguments, maybe some that you really wouldn’t dare use in a sales situation.
Step 4. Practice the different arguments (If you can find someone to “play customer” this will be a lot easier). You will probably find that the “crazy” arguments are the best ones.
Step 5. Implement your new-found arguments for real!
Good luck to you!
//Daniel M. Wood