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Match the right product to the right customer. Identify the real problem. Limit your free advice. Object to objections. Demonstrate how the product solves the problem. Open the door for further communication.
Not every customer will have a use for every product. Be honest with your customers even if it might kill a sale. Wasting time trying to sell a product your customer doesn't need will not do either of you any favors. If the product you're selling really isn't right for a particular customer, don't be afraid to say so. Provide an explanation so your customer knows that you are ending the conversation for his or her own benefit. When possible you might consider recommending a different product to your customer that might fit his or her needs better. Often the problem your customer thinks he or she has is not the problem he or she actually has. Listen to the words your customer uses, and try to identify any hidden meanings beneath those words. Typically the problem your customer identifies will be an actual problem, but it may also be a symptom of a larger, more significant problem. Your goal is to point out the underlying problem and make a sale that can address it, rather than merely fixing the surface issue. Helping the customer is important, but ultimately you shouldn't spend an hour giving a customer advice and consultation when he or she has no intention of buying from you. Give advice only when it can lead to a purchase. Once it becomes obvious that your customer is no longer interested in buying, or that your product will no longer match the needs of your customer, it is best to stop the conversation and move on. Some of your customer's concerns will be valid, but many will be misinformed. When a misinformed objection comes up, take a few minutes to politely address and correct it. Most objections will concern budget, authority, need, or time. Your response will vary on a case-by-case basis. Most objections can be addressed by explaining why the matter at hand does not need to concern your customer as much as it does. When this is not possible, demonstrate how the value of the product outweighs the potential downfall your customer is concerned about. Ultimately customers want a product that will solve some problem or need they currently have. You'll make a sale only if you can demonstrate how your product will effectively solve the problem or answer the need. This is when you'll need your sales pitch. Use what you know about the customer and the product to show a perfect connection between the two. Regardless of whether you make the sale, keep the door open for future communication with each customer. Doing so may lead to a sale later on. Every talk you have with a potential customer should involve a call to action. When you don't complete the sale, encourage the customer to review the information and return in a few days. Depending on the circumstances, you may even offer to contact the customer so he or she doesn't need to call you. When you do complete the sale, encourage the customer to stay in touch and tell you how the product is working. Follow up with an e-mail or phone call to that point when appropriate.