Art of the Sell: What the Customer WANTS

Hey EduceYouites,

Among the plethora of jobs I have had throughout my life, probably the hardest yet most useful were sales positions. It taught me how to speak to people with confidence and direction.

In my childhood, I sold newspapers and was consistently top sales person in school fundraisers. As an adult I worked as a credit card processor salesman (made more money that lost),  debt-collector (very successful), and Collegiate novelty store salesman (I was the Up-Sell King).

What the Customer WANTS

Successfully creating want is a key trait to being a good salesman. In order to ensure a successful sale we need to identify the customer’s needs in order to create the want for our product. Facts, proof, testimonials, etc., create the logic on why a product is worth the “BUY” for the customer. This is a customers’ needs. This is the, “Every second [this amount of something bad happens] so you need [this proven product] to prevent that” syndrome. The facts and proofs are true, however what every customer thinks but never says is: why is this important to me”. “That bad thing” has never happened to me, so I’m not worried. Everyone… EVERYONE is guilty of thinking it. How do I know? People still smoke cigarettes; People still drive drunk; people still live without health insurance, car insurance, life insurance, etc.

What engages a customer is emotional connection. The question “How does this make me feel?” is the emotions connection. This is the WANT. A salesperson that answers the WANT will always possess a higher sells conversion rate.

How do we answer the want? Tell a compelling story…

As a good salesman we have to identify the things that cause want in that specific customers. A good salesperson weaves the narrative and CONTROLS THE FRAME by merging the NEED and WANT into a fact led emotional ride that has the customer begging for our product. A well crafted story makes the customer imprint and imply truths about the product that we never have to say. Then product basically sells itself.

BUT…

Don’t confuse want with need. Remember, no one needs OUR product. As a life insurance salesperson, realize a customers need is not for OUR particular insurance, their need is for insurance in general, so we have to make them want we insurance package. We have to make them believe that OUR insurance product and only OUR product will keep the customers love ones financially protected when the customers has an untimely death.

In the above example….

The customer’s need is to have a clean carpet, not for the vacuum. Correctly identifying the need leads to creation of sufficient want. After finding the need, tell to them how our product will fill that need. The more needs we fill emotionally, the more wants the customer has for our product. Every fact you give that applies to the customer, creates want for your product.

For example, I am showing a new line of vacuum cleaner to a husband and wife for a home showing that eliminates 99% dirt, dust mites, carpet allergens, etc. I walk in the house and notice children toys scattered around the house. At this point I recognize the need (clean carpet) and an iron clad emotional driven want (safety of the child.)

I would say: “I noticed you have a little one playing around the house. I have one too. A little girl. For the first three years of her life she was always coughing, sneezing, wheezing, and bad running noses. A few months ago, I took a loaner model of this vacuum home just to test out the product. You know, just to get a feel of what we were producing. Well after the first week of using the vacuum, my wife and I noticed my daughters’ symptoms stopped. Not correlating this to the vacuum at the time, I returned the loaner model a week later.

With in 2 weeks, my daughters’ cold symptoms returned. My wife and I were shocked and were scrambling to figuring out what was different. THE VACUUM. I immediately requested and received another loaner vacuum and within a week my daughters’ symptoms were nearly gone. I purchased that vacuum for nearly twice of what the price is now. But it was worth it. Every Penny.

I knew the specs of the vacuum: 3 hp motor, easy clean up, 99% dirt elimination from the floor. But what what I didn’t realize was with OUR vacuum (holding it up) the 99% dirt elimination included 99% removal of: allergens, dirt, AND dust mites. Dust mites cause health problems such as; asthma attacks, allergies, and damages the lungs for young children. This vacuum removed the issue that caused my so much pain. The idea that I could not help my daughter.

At this point both parents want the vacuum. No.. they need the vacuum. They have associated the instinct of protecting their child to this vacuum. They will probably tell friends and relatives.

In the vacuum example again….

Let’s be honest. ALL vacuum picks up dirt and people just want dirt out of their carpets’. The difference in effectiveness and overall ability between #1 and #5 is extremely small. I dare say not even statistically significant. So what made my vacuum special. My story merged with facts created an additional emotional want in the customer. By identifying the need protect the family and the ability solve the need [to get rid not only dirt but the potential hazard of dust mites (this attached to an emotional anchor: protection of children)], I created an even greater want for my product. At this point it is time to sell. Rule of thumb: when the emotions are high, ask to buy.

Look for tomorrow for DAY 3 Art of the Sell: You Commit

Brandon Boyd

 

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