How to convince a customer to buy our products and communicate between ourselves and the customer?
Hi there! Convincing a customer and making sales is not easy until you know the secrets of what your customers generally think about the things that you sell, and have established the right aura of confidence. It’s an art as well as a science.
I often focus on universal tactics and mindsets, but at times, you have to strategize differently according to the customer and product. So I’ll try to find a middle ground. Let’s dive deeper into how to introduce a product to a customer and drive more sales.
First, we have to take into account your method of reaching customers like cold calling, door to door, online, etc. Or maybe you operate a store and they come to you. So try to keep that aspect in mind as you think of how this advice can be used. That said, here are three ideas:
#1 CPB. That stands for Claim, Proof, Benefit. Research the USP of your product and present it to the customer. Then figure out the most likely or strongest objection. Here’s where your analytical skills matter. Ahead of actually hearing the objection, before they say it, you need to shut it down with a concrete claim to the contrary, proof of that claim, and then explain the benefits of that fact.
For example, if you sell diet pills, one of the customer’s most likely objections is that it doesn’t really work, that it might be a scam. So you can say “The Harvard Medical Review(or whatever) published a study that found it 60 percent more effective when taken with a moderate routine of diet and exercise, compared to those who just did the diet and exercise. So you can be confident that, as long as you’re making a little effort besides just taking these pills, you’re on your way to faster results compared to most people.”
#2 Personalize the information specific to the customer:
While describing the product/service to a customer, present it in a way such that the customers connect to it personally. Try to figure out what exactly he/she is looking for in terms of results. After analyzing that, future proof them, A.K.A. help them envision an ideal future where they got exactly what they said they want.
#3 Exaggerate but be honest: As a salesperson, you have to exaggerate the POTENTIAL of something, without actually lying. Clearly tell the truth, but make it an optimistic spin, showing the potential of how the customer could benefit. Be ethical and look to build a long term relationship with the customer.
There’s a fine line between being full of crap and being optimistic about how well something could work. My opinion is that if I wasn’t totally optimistic about how well something could work, I would be setting the wrong expectations about what’s possible, and a customer who buys the product might not expect enough out of it to really make proper use of it. We have to sell people on things pretty hard before they are willing to fully use them after just putting down some money. So in that sense, I consider it my job to excite my customers. That’s the only way to get them in the right state of mind where the product truly will work for them. Because almost anything can work for someone who really tries and has a good attitude, and almost nothing will work for a dyed-in-the-wool skeptic operating out of scarcity and suspicion.
Naturally, this is a lot more difficult if you are forced to sell a bad product, in which case, I would try everything possible to get a better sales job, for a product or service you are passionate about. That passion is #1 when it comes to being a convincing salesperson.
The above are not the only points, but it’s a good place to start. If you develop an understanding of the psychology of the customers, you will likely convince them more often, and for higher-ticket sales. For that, there are no shortcuts. It comes with experience and tips from those with more experience. When you deal with customers, certain things usually happen that just require repeated exposure to defeat them, like 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. Once anyone learns about those objections, 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.
After referring to some case studies as well as guidance from industry experts, I found that there are five common objections that customers usually have while buying from you or listening to your offer.
To help 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 read my post: 5 Deep-Seated Customer Doubts That Kill Your Sales (And How to Erase Them).
In conclusion, convincing a customer requires patience, practice, communication skills, honesty, and passion in what you sell. If you are open to adding new skills to your repertoire, you can easily conquer this most feared aspect of marketing.
Please feel free to reply if you have any questions.