Whether you’re selling products, services, or ideas, every small business owner wants to sell more. The three most effective ways to do this are to connect emotionally, establish credibility, and explain what’s in it for the buyer. Here’s how you can do it.
Get emotional. People buy with emotions and then justify the purchase with facts. What’s the best way to connect with people emotionally? Find out what’s most important to them. When you first meet a potential buyer, do two things: Listen and ask questions. By doing this, you qualify the buyer, establish a rapport by showing interest in them, and uncover information that you can use to connect your product to his or her needs.
Shift your style. People want to buy and do business with like-minded individuals. As a result, the most effective sales people have the ability to change their communication style based upon their buyers’ preferences. Pay attention to the way your potential buyers talk, the words they use, the way they stand, and the gestures they use, and then emulate their style. Doing so will help you establish trust and credibility and thereby enhance the persuasiveness of your sales pitch.
Benefit the buyer. Always stress what your product or service can do for the potential buyer. This does not mean listing off the capabilities of what you’re selling. This means explaining why your product’s capabilities will solve your buyer’s problems. Engage your buyer to open up about his or her problems, reiterate to show understanding, and then ask for confirmation that what you said is true. This will set you up in perfect position to explain how your product is the solution. Remember to always think ahead and be prepared for potential objections.
Centre of Negotiation at Copenhagen Business School
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