By Carol Evenson
Nobody is going to spend money on your products or services unless the trust the person selling to them. However, even if the client does trust you, it may not be enough to sway them when it comes time to make a purchase decision. What can you do to convince your client that you know what you are talking about and close a deal?
Address the Client's Concern
The first step in convincing someone to believe and trust in you is to address their main concern or set of concerns. For instance, if the client says that the product is too expensive, you can show how the upfront cost may be regained through savings in man hours due to enhanced productivity. If a client says that the product is too hard to use, you can talk about the training program that comes with it and the excellent customer support after the sale.
It's Time to Educate the Client
The best way to get a client on your side is to educate them without talking down to them or otherwise patronizing that person. This may be done by providing a link to a blog post that answers the client's questions or a video that shows the product in action. You may also want to provide testimonials that reinforce how much the product or service has impacted other individual or corporate clients.
Through education, the client may come to better understand what you are selling and how it can be useful. In many cases, it is hard or impossible to close a deal because the person you are selling to doesn't know what you are trying to sell or how the deal works. Just as no one is going to buy a computer that they will never use, your client is less likely to want to spend money on something that he can't operate or use to its full potential.
Ideally, you will position yourself as the expert in the field or the most reliable source of information. To put yourself in the client's good graces, you may want to consider being on call whenever possible or acting as the client's main contact whenever he or she has a question or concern. This is a case management technique that helps you develop a strong and lasting connection with a buyer.
What Happens If the Client Still Isn't Convinced?
In a best case scenario, the client is going to be happy with your explanation and be ready to buy after learning more about the product or service offered. However, what happens if this person isn't convinced and still won't buy from you? In such a scenario, your goal is to assuage this person and make sure that you don't do anything to jeopardize whatever relationship has been established up until now.
As part of your negotiation training, you may have learned that the best way to get a deal done is to talk to a decision maker. Escalating the negotiation to the top of the chain of command may make it easier to find someone who better understands what you are selling or has more freedom to make a decision after you make your sales pitch. This may also make it easier to resolve misunderstandings that may have occurred and keep the relationship intact.
As a salesperson, your goal is to convince people that you are selling products or services from a brand that can be trusted. Whether you are running your own business or are working for an established employer, the goal is to address objections and use facts to overcome them. When done properly, it makes it easier to close deals and establish or strengthen relationships at the same time.
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