With this phrase I DO NOT mean the benefits that are available to the homeless, unemployed, incapacitated and asylum seekers, etc.
I refer to benefits in their role within a sales process and this is the course I am now planning for the 4th part of my training agenda.
The need to sell the benefits of a product is something any good salesperson is totally conscious of. However, it really is only the great salespeople who do it effectively AND consistently during their sales career.
Sales people can often go for long periods when for days or weeks they cannot seem to sell a thing. This can go on for months actually if the Company they work for is paying an adequate basic salary and is also daft enough to still employ them, but not put them through retraining to find out if they are lacking somewhere! At these fallow times, even the supposed “lay-downs” don’t bite and then frustration sets in. This is when the vast majority of ordinary sales people start to blame everything but themselves! This is probably due to the fact that many sales people are arrogant workmen and the tools are therefore always to blame! LOL
However, the consistent and really skilled salesman will look within to themselves, their approach and their pitch and will appreciate that a retraining of skills will be advantageous. Often a break away from work will refresh them too but this should not be instead of retraining but rather as a preliminary to further retraining.
We all know how easy it is to get into a routine, adopt habits (good and bad) and mimic other peoples ways of working – going with the flow instead of “rocking the boat” and being different. It is human nature to want to “fit in” and so many will conform to the mass majority and follow the crowd to do this.
Conversely, great people, leaders, prophets and super-salespeople will not react in this way. Instead, they will explore, investigate, question, prod and poke at the “Norm” in an attempt to improve the lot of others as well as themselves. They are the ” best of the rest” and are always seeking new opportunities. They do not suffer from complacency of mind, attitude or situation and are always looking to learn more as they know that, with learning comes knowledge and that knowledge correctly used can make the difference.
The difference between a good and a great salesperson is also in the learning and the relearning and the relearning again. Never tiring of refreshing their skills and learning new ones, they know that the benefits of any product in life are limited to a few main areas.
So they make their lives easier by discovering what benefits their customers are looking for through proper “Questioning Techniques” and only selling the facts that MATCH those benefits to them. They don’t need to fact-dump and tell everything in an effort to latch onto one thing that will make the client want to buy.
And if they don’t match benefits and their customer doesn’t buy they take it on the chin and accept that their product is not for everyone and it may not have been for that customer. It is as simple as that!
That is why a really great salesperson seems to have no problem getting sales. They show their customers the benefits that will be gained from their products and thus have more buyers than the weaker salesperson. They actually seem to make less effort to sell whereas in actual fact it takes more effort of concentration through listening to the clients answers to their questions.
However, that effort is always rewarded as they discover why people WILL buy and they don’t tell them why they SHOULD buy. They link their products facts to how it will make the customer feel
Thus the person selling cake tins will focus on the taste and smell of cake, the drill salesman will focus on the perfect holes it can make, the person selling alarm systems will focus on the fear, and the person selling holidays will focus on the R & R the customer wants.
My course next week will cover what is needed to present benefits to get the sales and I we will be playing some games and role-playing to get the points across more effectively than if I gave them a lecture or a book to read.
Interactive training is a great benefit to all- can I sell it to you perhaps?