How can I market my passion

Selling with great passion

Mr. Mayer sits leaning back in his chair. And he usually only answers briefly “Yes” or “No” when the seller asks him another question about the doors, windows and shutters for his future house - for example, with regard to the desired K-value and the desired thermal insulation. Then the seller has finally ticked off his questionnaire and customer Mayer says “I'll think about it again”. And a few seconds later he leaves the component manufacturer's showroom - irritated and frustrated. Irritated because his head is buzzing from the salesperson's many (technical) questions, and frustrated because he was determined before visiting the exhibition: Today I'll be nailing it. But now he's standing there empty-handed.

Sales conversations are often similar - especially when it comes to the sale of technical goods and services. Then many salespeople bombard their customers with so many technical details and arguments that after a short time the customer's head buzzes and they are more confused than before the conversation.

The reason for this: Many salespeople primarily have their product in mind when assessing needs and using arguments. What they forget in customer contact is that there is a flesh-and-blood person sitting across from them who also wants to be perceived and valued as a person. Customers react in a correspondingly distant manner when they have the feeling that a salesperson is just running through his routine - then the sales pitch is usually over.

Top sellers know that. That is why they design sales talks in such a way that the customer can feel their interest in them personally. Because they know: If I succeed in this, then I can more easily lead the customer to the decision “Yes, I want that”. Here are seven tips on how you can achieve this goal more often.

Tip 1: kindle your inner fire!

Undoubtedly, everyday salespeople are often stressful - especially because they can only be planned to a limited extent. Accordingly unprepared, salespeople often rush to customers. And sometimes they secretly think: “Now I have to meet Huber. I really don't feel like doing that. ”If you go to customers with this attitude, then you'd better stay at home. Because the customer feels your listlessness. That's why he stays at a distance emotionally and doesn't find you likeable. The result: He doesn't want to buy from you.

So put yourself in a positive mood before every customer appointment - even if you don't know where your head is. Then you can still put yourself in a good mood with a simple trick: Just think of a nice experience before you face the customer. For example your last vacation. Or a fun evening with friends. Or your last customer appointment, when you landed a big order. I promise you: If you think of a nice experience, your mood will change and so will your charisma.

Tip 2: Become an "island explorer"!

Everyone lives - figuratively speaking - on their own island. In other words, based on his (professional) previous experience and his personal value system, he has very individual wishes, fears and expectations. The same applies to organizations. Explore this island to find out what the customer really wants and through which "channel" you can reach them. Your tour of discovery should cover the following three dimensions:

  • The past - what previous experience does the customer have? What has he done in the past / in advance?
  • The present - what challenges does the customer face? What “compulsions” is he subject to? What does he have to consider when making a decision?
  • The future - what wishes, goals or fears does the customer have? What is important to him in his purchase decision?

Tip 3: Find the "red buttons"!

Customers usually have a lot of wishes. But not all of them are equally relevant to your purchase decision. Some things are "nice to have" for the customer, he can do without them if necessary, while others are indispensable for him. Identify these so-called "red buttons" for the customer - that is, the factors that play the decisive role in his cost-benefit analysis. For example, this could be the question: How quickly will the required parts be delivered? How quickly is a repair carried out in the event of a defect? How many modifications are necessary if we integrate machine x into our production? What references are there?

The red buttons can be very different. It is therefore important to determine them. Otherwise you will get bogged down in your sales arguments and your argumentation may even aim at nothing.

Tip 4: lead through questions!

A common prejudice is that a salesperson who can talk well sells well. Not correct! A certain rhetoric is an advantage, but if a salesperson talks too much, there is no dialogue, but a monologue. And the customer? He is "chatted to death". This is why the following applies to top salespeople: First and foremost, they are masters in targeting questions. So you're not just telling a customer that an orbital sander, for example, is very light. No, they give him - ideally - the device and then ask him: “Do you feel the low weight of the orbital sander?” And: “Can you imagine that it is easier to work with such a device than with an orbital sander that weighs tons ? ”And top salespeople have another quality: they listen attentively to the customer when he answers. Because from the customer's responses, they can see the response to their benefit arguments. This is how you can accurately identify the "red buttons".

Tip 5: open the consent funnel!

What is your goal in the sales pitch? Presumably that the customer says at the end, for example, “Yes, I want exactly this door.” The easiest way to do this is if you structure the sales pitch in such a way that the customer already makes many small partial decisions in the course of it, which are for his Purchase decisions are important.

How such an approval funnel works is illustrated by an example. Suppose a customer wants to buy a new front door for their bungalow. Then, after roughly determining the needs of the customer, the seller can say to the customer, for example: “I gather from your words that you want a front door that is well insulated against noise and cold? Customer response: "Yes". Next question from the salesperson: “How important is the appearance of the door to you?” Customer: “It should primarily match the rather simple facade of our house.” Salesperson: “If I understand you correctly, you want a front door that looks harmonious into the overall picture. "Customer:" Yes, that is important to me. "Salesperson:" Which color did you think of? "Customer:" I can well imagine white with a slight gray tone. "Salesperson:" Which of the two doors Do you like the ones you see here better? ”Customer:“ I think the X model suits our house best. ”Salesperson:“ Congratulations on your clear ideas. This door also offers you optimal thermal protection. How important is that to you? "Customer:" That is very important for my decision with today's energy prices. "

In the above example, the salesperson repeatedly asks the customer to make partial decisions in the sales talk. In this way, possible objections are recognized early and not only on the home stretch. Accordingly, it is easy for the customer to say “Yes, this is exactly the door I want” at the end - and you as the seller have achieved your goal.

Tip 6: don't be afraid of the price!

Many salespeople are convinced themselves: “We - or our products - are too expensive.” Because every day they hear the statement “That is expensive” in sales discussions. Accordingly, they are often unsure when customers ask about the price. With the statement “That is expensive”, customers often only want to find out whether the seller himself is behind the price - because most customers do not want to buy as cheaply as possible, but as cheaply as possible. As a result, they want to buy the product that offers them the best cost-benefit ratio.

You should react accordingly calmly if, after you have given the price, a customer says, for example: “The door is expensive.” Then you can reply, for example. "Yes that's right. Because you have chosen a door of the highest quality. This door insulates your house optimally against noise and cold due to its high-quality construction. In addition, thanks to its design, it fits perfectly with the facade of your bungalow. "

Simply confirm that the “top door” has its price, and then state your main purchase arguments again. Then the slightly higher price is put into perspective for most customers. Because because of a few euros savings, no customer wants to sit in the cold for years and get annoyed about a front door that does not match the facade of the house.

Tip 7: plan ahead - like lawyers!

When is the success of a sales pitch decided? Usually before the customer and the seller sit or stand across from each other. The same applies to sales talks as it does to legal disputes: the better the seller prepares for the customer meeting, the higher the probability that he will emerge victorious in the process. You should prepare yourself professionally for sales talks. For example, by finding out about the customer beforehand on the Internet. Or by studying the customer history of existing customers again. And by considering in advance: What special wishes could the customer have and what could be the right problem solution for him?

Because the better you are prepared, the more self-confident you are and the better you can concentrate on the customer's statements during the conversation. You make a correspondingly professional and personable impression on the customer - with which you already have the order halfway in your pocket.