Engaging the Customer - Why didn't they buy?

"Why didn't they buy?" is a question that sales professionals and their managers ask constantly.

Unfortunately, for the majority the question leads them to try and associate blame. Blaming the customer, blaming the economy, blaming any potential variable other than themselves.

Get the picture?

So what is the right question? How about - "What can I do to engage the customer and guide them to buy?"

People buy on benefit.

So the number 1 priority for any sales professional should be to create value and benefits for their clients. Sounds simple, but how is it done?

Fine. Let's look into the basics of any sales process.

The typical sales professional will have a strong level of product knowledge. You will be able to list the features of your product/service at will.

Good start.

But what does a feature really tell the client? At best it will inform the client about a characteristic or trait of your product/service. For example, this laptop has WiFi capability. How clear is the value here to the client? Did it engage the client?

Better performing sales professionals understand that 'telling' the client about what your product/service will do for them will not win them over. You understand that in order for the client to be engaged, it is your responsibility to demonstrate the unique selling point(s) of your offering compared to other substitutes.

Next time you are presenting to a client why not incorporate "the advantage of X feature is...." into your presentation. Do you think that will make your value message clearer?

But I still don't see how this will help me engage the client you say...

Remember, people buy benefits. So what is the process of creating benefits?

Let me ask you this: When do you feel that you will benefit from using or buying something?

For me, it is when an offering helps me or I can see how I can gain from using that offering. Agreed? Right. So in order to create a benefit you must discover the needs and wants of your customer, and then match those needs and wants with the features and advantages of your product. Make sense?

Good. So how does this apply in the real sales world?

Example - The new X model laptop is WiFi ready. The advantage to you, Mr Customer, is that it will allow you to connect with your customers, work colleagues and suppliers seamlessly even when you are on the go. As an executive that travels regularly, do you think that you would benefit from using the WiFi function?

People buy benefits. Create value for your clients and they will want to buy from you.

I understand that the above example has been over simplified. That said, I trust that it was successful at demonstrating to you how you can modify your existing presentations to better engage the client and create more value.

How successful was I at engaging you? Let me know christian@mysalesmentor.co.uk

my sales mentor

....making success happen