Here are 4 good things to consider when selling to someone…
First, Take time to describe your prospective buyer. No seriously, open your business plan and look at the written marketing plan(s). Review the targeted buyers, what is their niche markets, where do they live, what is their household income, why your product or service is a value to them, and how they are most likely to wanting or needing from your product or service. Look at your strategies that will help you to connect to them (i.e. with business cards, banners, predefined slogans, direct mailers, newspaper ads, maybe AdWords or some form viral/organic marketing)
Second, Revisit and determine ‘why’ they should buy your product or service. Take time to have training sessions or detailed informal conversation(s) with your sales team on this subject. More and more young people getting into professional careers are looking to understand ‘why’ they need to do or say something. This is critically important to explain the reasoning and purpose to help your sales team buy-in the ‘why’ and get your valued client/donor to give you money. You already know how great your product or service is, but make certain your team is passionate about communicating it correctly. Plus, remember to try to determine what will be new, different, or special to keep your clients/donors coming back for more.
Third, Listen, Listen and Listen Some More! Sales people and business leaders have huge egos and love to hear themselves talk. But, the best and most savvy business veterans, always know when to listen to the buyer(s). By listening to your prospective buyer(s) – you can learn what their motivation is. (Why do they want to talk to you? Do they need an immediate solution or are they simply on a fact finding mission? Do all they care about is an affordable price or did they have a bad experience somewhere else?) It is smart to listen to them and establish a relationship, so you can better inspire them to invest in your product or service – over and over again.
Lastly, create defined advantages of your product or service to your prospective buyers. Let me give you some good examples to think about:
The Boy Scouts offer a great service. What you may ask? Well by delivering character education to young people by using outdoor experiences. Their ‘Defined Advantage’ is using camping trips to teach boys how to become good citizens.
Let’s look at another organization, Apple offers a good product – the iphone. The iphone by Apple gives the user a unique and personal phone/email/web experience daily. Their ‘Defined Advantage’ is the average consumer can start their iphone with their fingerprint.
Finally, did you know, the creator of NyQuil
couldn’t originally correct the drowsiness side effect. So, the company made it a ‘Defined Advantage’ by selling it as a bedtime cold medicine. It became the largest selling cold medicine on the market. Just because your product is good doesn’t mean it will sell. Your prospective buyers need
to see the ‘defined advantage’ of your valuable product or service.
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