Solving problems for customers is exactly what your business is meant to do.
Once you define the solution and you convey a clear message to the customers (your niche market) who have the problem, the entire dynamic of selling changes The truth is most customers can't identify their own problem, and this is where the greatest opportunity lies.
Unfortunately, many business owners miss this golden opportunity and, instead, attempt to sell whatever they have on hand and make it "fit.
" The outcome is that the customer spends money on a product without the assurance that it will solve their problem.
That's not good for them, or for your business.
I call this a "dead-end" sale because when the product doesn't solve the problem, the customer doesn't return to buy again.
Why should they? They didn't get what they were promised, and that's not a good feeling.
Solving problems is very different from putting a product in the hands of a customer and telling them "This is our best seller.
" Customers can be influenced to buy based on social proof, but that doesn't mean that they will be satisfied with their purchase.
For example: Let's say you want to buy a new car.
You've narrowed it down to a particular make and model, and then drive to the nearest dealership.
A salesman greets you and immediately says," Let me show you our newest models.
" How does his offer hit you? Do you want to see their newest models? Does it seem like this guy has your best interests in mind? Now imagine a second salesman who says, "I'd like to help you find the car that's right for you.
" How does that feel? Which salesman would you rather work with? Which approach invites you to express your real needs? The point I'm making isthat selling is a process that requires an exchange of information.
If you really want to help a customer find the best solution, you need to stand in their shoes and see it through their eyes.
Your assumptions about a customer's needs and the true reason they're motivated to buy are usually two different things.
When you hit on their specific need, sales happen effortlessly, so rather than trying to persuade, your goal should be to find out the real reason they want to buy - something I call their "buying motivation.
" Selling conversations dig deeper and get to the real issues tied to the emotions that cause your prospects to contact you in the first place.
This discomfort is their buying motivation.
Customers rarely show up with a clear list of reasons to make a purchase.
They come hoping to find a way to relieve their frustration, fears, or discomfort.
A customer's reason for buying is always based in emotion, not facts.
Let's go back to the car dealership and look as some possible motivations:
That's how you learn to speak their language.
Then describe the offer that fixes their problem.
It's almost like translating, yet a good sales person understands that customers need help identifying their needs so you can give them right solution.
Learning to do this well will make you a hero in your customers' eyes.
Whether it's a car, a set of custom-built shelves, or a retirement plan, once you find out what's going on under the surface and what matters to them, your customer will suddenly treat you like their confidante.
They'll feel like you're on their team.
When a customer feels understood it creates a sense of trust and the sale becomes a "no brainer.
" I call this a "win/win" sale.
Your customer is satisfied and you've made a loyal client who will happily buy from you over and over again.
What they don't know is that all you did was listen carefully and repeat back to them exactly what they needed and then offered them the best solution.
So remember: 1.
) Listen carefully, 2.
) Repeat back exactly what the customer needs, 3.
) Offer them the best solution you have.
Simple!
Once you define the solution and you convey a clear message to the customers (your niche market) who have the problem, the entire dynamic of selling changes The truth is most customers can't identify their own problem, and this is where the greatest opportunity lies.
Unfortunately, many business owners miss this golden opportunity and, instead, attempt to sell whatever they have on hand and make it "fit.
" The outcome is that the customer spends money on a product without the assurance that it will solve their problem.
That's not good for them, or for your business.
I call this a "dead-end" sale because when the product doesn't solve the problem, the customer doesn't return to buy again.
Why should they? They didn't get what they were promised, and that's not a good feeling.
Solving problems is very different from putting a product in the hands of a customer and telling them "This is our best seller.
" Customers can be influenced to buy based on social proof, but that doesn't mean that they will be satisfied with their purchase.
For example: Let's say you want to buy a new car.
You've narrowed it down to a particular make and model, and then drive to the nearest dealership.
A salesman greets you and immediately says," Let me show you our newest models.
" How does his offer hit you? Do you want to see their newest models? Does it seem like this guy has your best interests in mind? Now imagine a second salesman who says, "I'd like to help you find the car that's right for you.
" How does that feel? Which salesman would you rather work with? Which approach invites you to express your real needs? The point I'm making isthat selling is a process that requires an exchange of information.
If you really want to help a customer find the best solution, you need to stand in their shoes and see it through their eyes.
Your assumptions about a customer's needs and the true reason they're motivated to buy are usually two different things.
When you hit on their specific need, sales happen effortlessly, so rather than trying to persuade, your goal should be to find out the real reason they want to buy - something I call their "buying motivation.
" Selling conversations dig deeper and get to the real issues tied to the emotions that cause your prospects to contact you in the first place.
This discomfort is their buying motivation.
Customers rarely show up with a clear list of reasons to make a purchase.
They come hoping to find a way to relieve their frustration, fears, or discomfort.
A customer's reason for buying is always based in emotion, not facts.
Let's go back to the car dealership and look as some possible motivations:
- Do they want to impress their neighbors?
- Are they worried about over-spending on gas and maintenance?
- Do they want a smooth, quiet ride with excellent safety features to make their two-hour daily commute more pleasant?
That's how you learn to speak their language.
Then describe the offer that fixes their problem.
It's almost like translating, yet a good sales person understands that customers need help identifying their needs so you can give them right solution.
Learning to do this well will make you a hero in your customers' eyes.
Whether it's a car, a set of custom-built shelves, or a retirement plan, once you find out what's going on under the surface and what matters to them, your customer will suddenly treat you like their confidante.
They'll feel like you're on their team.
When a customer feels understood it creates a sense of trust and the sale becomes a "no brainer.
" I call this a "win/win" sale.
Your customer is satisfied and you've made a loyal client who will happily buy from you over and over again.
What they don't know is that all you did was listen carefully and repeat back to them exactly what they needed and then offered them the best solution.
So remember: 1.
) Listen carefully, 2.
) Repeat back exactly what the customer needs, 3.
) Offer them the best solution you have.
Simple!
SHARE
