How do you discuss your products with customers?
I strategize differently every time, depending upon the customer and the product. I have different ways of tackling online and offline introductions. Here are three general ways I commonly adopt in all situations:
#1 I make a genuine claim and then get the points to support it. Leaving aside a few exceptions, it is worth admitting that we do not always sell one of a kind of a unique products every time. Most products have competitors, which might be better even, in one respect or another. But I research a lot to find the USP of my product. After discovering that, I introduce my product to the customers with that selling point as the forefront.
It’s worth noting that sometimes the USP isn’t even really about the product, but the situation. For example, you can approach a customer with a warning that you’re having a big sale that will end soon. It’s not product related, but it is unique. The advantage of buying at a lower price doesn’t exist all the time and must be snatched up before it’s too late.
#2 Personalizing the information specific to a customer makes him/her more interested. For example, if you are to introduce a laptop to a customer, then first have a general conversation with past customers. Be smart in doing that. Remember, it’s not just chit-chat. It is your chance to get clues on how they think and what they’re feeling. Don’t over-complicate this stuff. Usually, after a friendly introduction, people will trip over themselves to talk about how they’re feeling.
Now, let’s say your customer is an employee seeking a new laptop to work from home during the pandemic. Then, you can personalize the introduction by stating facts that appear as a personal connection to the customer, such as good operation speed. I usually follow this strategy.
#3 I do exaggerate, and then wait to be called out on it, but I don’t lie. What’s okay to say depends on time, situation, and customer. Be honest; clearly tell them the price, do not hide anything that would anger them later. If you introduce a product in such a way that you believe in building a future relationship with the customer, then there is a possibility, the introduction will proceed better. I know I can sense when a salesperson is just trying to get one sale out of me and doesn’t care about me in any other way. Most people have that sense.
In addition to the above points, I always have a plan to handle the objections of customers. With my experience in cold calling and door to door sales, I have discovered that there are some common objections customers will always have to your offer. Introducing a product to a customer and then making a sale requires an understanding of the customer’s psychology. Well, it is not possible to analyze every customer’s psychology, but over time one gets better at it. Once anyone learns that, then customers become easy to deal with, be it for product introduction, making sales, upsells on current customers, etc. That’s the secret of top-notch sales and customer relationship managers.
In my case, after not making enough sales, despite my best efforts, I decided to learn about the behavior of customers. After referring to some case studies as well as guidance from industry experts, I found that there are five common objections that customers have to buying.
To help many salespeople around the world, I have encapsulated all those objections and their solutions in the form of a post. Discussing that here will make this answer lengthy. If you are interested, you can check my post: 5 Deep-Seated Customer Doubts That Kill Your Sales (And How to Erase Them).
Don’t forget to leave me feedback once you read that post. My reader’s comments are valuable to me. Please feel free to reply to me if you need more information on any of the points discussed in this answer, as well as in that post.