How to be great at sales…
Selling yourself or your business can be hard.
Many people think of selling as a distasteful, stressful, and manipulative activity.
Most of us resent having a product or service forced upon us and would not want to do the same to others.
Nearly everyone, however, enjoys the satisfaction experienced by helping others.
So, let’s make that our focus. Selling doesn’t have to be manipulative.
The first thing to understand about selling is why people buy a particular product or service and what it is that they really buy. You may be surprised to learn that people buy only two things:
- Good feelings
- Solutions to problems
That means: People do not buy your golf lessons. They buy a vision of how good they will feel when they have successfully completed those lessons!
People buy to satisfy their own needs and desires. But so many business owners overlook this basic premise. You have to view your service as it is perceived through the eyes of your customer. Understand their journey – what they want to get and what they expect to get. Make it your priority to deliver this.
When you make helping the customer your first consideration, you will find the stress of having to sell become a thing of the past, and in its place, you will enjoy the satisfaction of having helped another person (and we all LOVE that feeling, right?).
If you want to make a successful sales presentation, you must first find out the problems your prospective customer needs to solve, and what feelings they hope to gain from participating in your services.
Some of the more common buying motives are:
The need to feel secure.
The need to feel appreciated, (a most important need).
The need to eliminate or lessen fear, (real or perceived).
The need to have good feelings, (happiness, fun, pleasure).
The need to enhance self-image.
The need to improve, grow and enjoy new experiences.
Your prospect is not about to come right out and tell you what his motives are. You have to deduce this information through a series of carefully worded questions. In interviewing a prospective student, you will often hear these needs and desires expressed as:
I want to be more confident in my ability, (to eliminate fear of failure).
I want to have fun, (to have enjoyment/ good feelings).
I want to improve my self-image, (to feel secure / to improve).
I want to solve a particular problem, (to grow and improve).
I need to feel important, (to feel secure).
I want to be respected, (to feel secure).
I want to be successful, (to improve)
I want to experience something new, (to have enjoyment/ good feelings).
I want to be liked by others, (to feel appreciated).
I want to make new friends, (to feel appreciated).
I want encouragement, (to feel appreciated).
By listening intently to discover your prospect’s true motives, you can then structure your sales presentation to reinforce these motives and provide answers that meet his objectives. When a prospect can clearly see that he has something to gain by enrolling in your teaching program, he will gladly sign up.
Finally, if you genuinely can’t fulfill his needs: refer him to someone who can.
It may seem as if we’re telling you to deliberately lose a sale by sending a potential customer to your competitors. However, the referrals you will get back and the reputation you will earn as an honest, sincere business person will more than compensate.
Often the customer will come back to you anyway, just because he likes your attitude and frankness.
Everyone likes to buy, but no one likes to be ‘sold.’
Think about it. When you make a sound purchase and get complimented on your decision, you are more than happy to take responsibility for the purchase. But buy something that you later regret, perhaps because you were sold something, not in your best interest, and you will feel, “I got a bad deal at that place.”
The point? Keep your customer’s best interests in mind when making your sales presentation. Reinforce the benefits you offer that are appropriate to his needs. Make your customer feel good about himself and his decision to enroll in your program.
Adopt the above attitude toward selling, and you will find selling to be a very rewarding and stress-free activity. You will enjoy what you are doing more and your customers will definitely appreciate you for it.
Still struggling to make sales? Contact us today for a FREE coaching session where we can get to the nitty-gritty of sales for your business!