October 30, 2009 Edition 21
Customers Don’t Buy Your Product…
By Bryan Flanagan
That’s right…customers don’t buy your product…they buy the PRODUCT of your product! They buy what your product or service will do for them.
Customers want the value of your product or service as they themselves define value.
Here’s a question: would you pay $150 for a product that is in reality only worth $50? Of course, you wouldn’t. Would you pay $150 for a product that is in reality only worth $50 even if I used my best 14 bear trap closes on you? Of course, you wouldn’t. What if I used my best emotional, tear-jerking, tug-at-your-heartstrings story? Would you then give me $150 for a product that was only worth $50? Of course, you wouldn’t!
For a customer to purchase your product, you must first establish value in his/her mind. Zig encourages sales professionals to “first establish value, then quote price.” If the customer’s stack of money is higher than your stack of benefits, the customer will not buy. Therefore, you must not cut price; you must increase the value of your product or service.
That’s easy to say…but just how do you do that? You must first recognize the needs and product requirements of your customer. Then you must interpret your value from the customer’s point of view. You can confirm that you are speaking from his/her viewpoint when you hear yourself using words such as “value, advantage, benefit.” These are selling words. If you aren’t using these words, then you are in a “telling mode” not a “selling mode.” It is important to stay in a selling mode by communicating the value you offer your customers.
When you hear “Your price is too high” you are really hearing that your value is too low. Your job is to build your stack of benefits higher than the customer’s stack of money.
If you learn to do that effectively, you’ll increase your sales productivity.
Good luck and good selling.
Bryan Flanagan is Zig Ziglar’s premiere sales trainer. He is an author and accomplished speaker and consultant.
“He’s A Typical Salesman”
By Zig Ziglar
I’m certain you’ve heard that phrase used many times. Almost without exception it refers to an outgoing, personable, gregarious individual who is a veritable chatterbox. In reality, that stereotype no longer fits the sales profession, if it ever did. Actually, there is no such thing as a “typical sales person.” Sixteen-year-olds can be exceptionally good at selling and 80+year-olds can be sharp and effective. They come in all sizes, shapes, colors, and they can be either male or female.
In today’s highly-competitive marketplace, however, the public’s image of the typical sales person and the reality of the effective sales person of the 21st century are light years apart. Effective sales people of today understand that they are there to serve and listen, not to “talk anybody into anything.” The professional of today is neatly and appropriately dressed. If their client works in an industry where the dress is casual, they try to meet them on their own terms. If the client works in an industry where the dress is business attire, they are neatly and conservatively dressed as well. They do not try to “sell” their prospect products; they try to find and meet their needs or solve their problems by offering the right goods, products and services.
Professional sales people forego short-term gain for long-term relationships. They know that if they’re going to survive in today’s highly-competitive market, they must always look after the best interests of their prospect. When they render real service, the prospect is far more likely to provide additional leads and contacts which enables the sales professional to continue to expand their business.
Selling is a transference of feeling. If the professional sales person can make the prospect feel about their product the way they do, the prospect is likely to buy. The best way to transfer that feeling to the prospect is to be the right kind of person, selling a product which has real value. Think about it, and I’ll SEE YOU AT THE TOP!
Zig Ziglar is known as America’s motivator. A beloved sales trainer, he is author of 29 books.
Success 2.0 Webcasts
How to Grow A Phenomenal Business
Featuring Howard Partridge
November 5, 2009
2:00-3:15 pm CST
For more information or to register, click here.
Lighter Side of Selling
The telemarketer calls a home and a young boy answers the phone in a whisper…”hello.”
“Son, is your dad home?” The young boys whispers “No, he’s busy.”
“Son, is your mom home?” The young boy whispers, “No, she’s busy.”
The telemarketer says, “Everyone seems to be busy around your house. What are they doing?”
The little boys whispers, “They’re all looking for me!”
Talk Back
In your opinion, what are the three most important attributes of an effective salesperson?
Ziglar Recommends
Secrets of Closing the Sale
Zig shares tips and techniques from his vast wealth of sales experience. His insights will prove to you over and over why this is the definitive “how to” sales program. This powerful series of timeless sales messages will help you close more sales today as you build a career for tomorrow! Available in paperback.
Order now!
This newsletter is published by Ziglar, Inc. To learn about more resources for salespeople, visit our website.
Integrity, enthusiasm and tenacity
Honesty, integrety and perseverance
In no particular order, honesty, persistence, & product knowledge.
Without a doubt, it is 1) Listening 2) Asking Questions 3) Establishing Trust
1. Know your customer
2. Know how your product/ service will help your customer
3. Listen to what your customer needs and how you can helphim meet that goal
Honesty, passion for the product or service your selling, and listening to what is being said to you.
Assuming we are all honest, knowledgeable, and self starters, here is what I think:
Be in the industry that fits you…that you enjoy. I was a farm boy, so I sell farm equipment, and love it. At one time, I left the Ag industry, bought into an existing business, that I did not know very well, and it failed. What an experience! I could write a book about that segment of my life, after I have the debt paid off.
Be organized. This is not often talked about, but I think it’s huge. When my life is organized, all the other stuff falls into place. I do not panic. I’m calm, courteous, and a better listener. Daily surprises are less disruptive and do not irritate me, because I always know what needs to be done. I worry less about money and concentrate more on figuring out the best solutions for my customer. I have a better understanding of the numerous products available from my vendors, that in-turn, can help my customers. I find it easier to close and I’m much better at follow-up. Organizing helps me prioritize and makes my day much more enjoyable. This is true for my work and family life.
Personally follow-up your sale. In my current line of work (buildings, grain storage, and center pivot irrigation ), the time-frame from closing the sale to the customer having a finished product, can take months. I learned quickly, and the hard way I might add, that it is up to me and no-one else to make personal phone calls and visits. Even though we have project managers to handle the construction process and handle subcontractors, my personal involvement is needed. After all, I’m the person my customer trusted in this deal. I’m needed to smooth out the wrinkles. Since I learned this and now make it a daily practice, my repeat sales and customer referrals have blossomed.
Sales takes work. Being organized and following-up all takes work. But, the financial rewards and personal satisfaction from helping your fellow man are just too great to leave to chance.
Seen as a business partner not a salesperson , seen as service driven not sales driven, problem solver, always accessible.
Honesty, Integrity and Ears.
Integrity,good listening skills & product knowledge!!!
interest in the need of client, good knowledge of product and personal motivation to sell