Selling has a bad reputation, and lots of people don’t like sales. It is often the part of their business they like the least. Unfortunately for them, selling is the key to any business. If you can’t sell your products or services you won’t have a business…period. People think sales is a bad thing. I have to say they are 100% totally WRONG! For many reasons….
People love to be sold to. They do! When it adds value to them, they love being sold to.
It can be as simple as the extra bacon on your burger that the waitress upsold you too, did you enjoy your burger even more with the bacon? You bet you did! Did you feel like you were sold to? No! She/he sold you the extra bacon and you freaking loved it!
It could be the leather seats upgrade in your new car. Did you need them? No. Do like driving in your car just that bit more now that you have the leather seats? You bet! They sold you the seats and you are grateful that they did.
Selling is all about giving people the opportunity to get something they want or need.
Now, if you are trying to get someone to buy something that they neither need or want then yes, this is not cool, and this is probably what most people think selling is.
And in that sentence there, you see the secret to selling.
1. Find The Need!
You can’t sell anything without the need.
So if you are business to business, find out what their needs are as a business. Often means educating them as the business doesn’t even know it has a problem. But you can highlight issues and demonstrate how your product or service can make them more money, or save them money, or increase staff productivity etc.
If you are selling to consumers, perhaps you are a personal trainer, the needs of your prospects could be that they can’t fit in their clothes anymore and are really upset by this. If you are a physio perhaps its a mum who can’t pick up her kids because of chronic back pain. Find the wants and needs of the individual and help them make a decision. If you are selling coffee – the need is to be more alert, awake while in their next meeting. However if you are a coffee shop perhaps the need is more than just the coffee, perhaps the need is for a place to meet clients, friends, a social place.
2. Sell the result!
No one cares about the actual product, they care about the result.
B2B – for example your product/service results in higher revenues and more profits.
B2C – for example your product results in more energy for the user.
Whatever it is, never sell the features, sell the benefits. If you are trying to sell computers to consumers. Don’t tell them that it has 4 million GB with a 17 TB Hard drive with a 30 inch screen. It means nothing to them. It might mean everything to you, but nothing to them. Look at the person in front of you and find their need, and give them the result.
A gamer, wants to be able to play online games with his friends with no buffering, with incredible graphics, on a massive screen. Can you provide that? Yes! Great!
Grandma Jones has just learnt what email is, and has heard about Skype, which is a way she can connect with her granddaughter who lives on the other side of the world. Do you have a solution for that? You do!? Great!
You think sales is bad? If you don’t sell grandma Jones the computer that is right for her, then she won’t be able to connect with her granddaughter, she may miss yet another birthday, or other life events. Why would you do that to her? Why?
If you don’t sell that business your services, then you are stopping them from making more money. Why would you do that?
It is your duty to sell to these people, to make their lives better!
Stop making excuses and go sell!
Also, as I said, if you don’t sell your products, programmes, whatever it is that you do, then you won’t have a business for much longer.
When you learn to sell, when you give value to people and in return they pay you, well then you can have anything you want. The sky is the limit!
As Zig Ziglar said….
“You can have everything in life you want, if you just help enough other people get what they want”You can have everything in life you want, if you just help enough other people get what they want - Zig Ziglar Click To Tweet
So in summary,
FIND THE NEED AND SHOW THEM THE RESULT!