As I said in my Facebook post yesterday sales is about giving your customers the opportunity to do something that will enhance their lives. I started thinking about this when I came across an interesting article about overcoming the reluctance to sell in Entrepreneur.com. The article, written by Jacqueline Whitmore talks asks the question, “Why are so many people afraid to ask for the sale?” Mostly she says that the fear of rejection keeps us from selling and reminds us to take the selling out of the selling process. She’s right.
Selling is so much easier when you are of the mindset that people want to buy and if we remember that by encouraging the customer to buy something s/he wants you are making their life a little bit better. So think about why people have come into your business. More than likely you have something that interests them. Okay they may have stopped because they needed to go to the bathroom or they were sick of sitting in the car, but let’s be positive and assume that they have an interest in your product.
In order to encourage buying you need to know what they want and need, so start by asking questions. You can’t diagnose the problem or need if you have no idea what drives them. So ask questions and listen to the answers, which give you the information about what they want or need. Then tailor your presentation to fill that need.
One of the most important things you can do is listen. Rather than talking about your products, listen to what customers say then ask questions that will give you more information. Listen especially hard for any objections (which are really buying signs) so you can reassure them that by buying they are making the best decision.
Once they know that you can fill their needs, don’t forget to ask for the sale. Give customers options, a choice between one product or another and then add that they may wish to take both.
You may need some practice so make the time to practice in front of the mirror so you can also see your facial expressions and body language, and don’t forget your tone of voice. These three things are much more influential than the words you say.
A tip of the glass from me to you
E column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
