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Sales growth is possible due to three concepts: Be known, liked and inspire confidence.

Written by : Jean-Pierre Lauzier
2006-03-15
In today's day and age, where monopolies are very rare and choice is the norm, products and services are extremely similar and the client has more and more options for the purchase of his items or the place even where he purchases it. As an example, are you thinking of buying a computer or a television, or maybe a new car? What mark or model will you choose, where will you buy it? Your choices are very large, aren't they?

Many years ago, because competition was not yet a well known concept, it was enough just to offer a quality product in order to guarantee a company's success. But, today, even if you have a GREAT product or you offer an excellent service, neither is a guarantee that you will be successful, because a client can obtain an equivalent product or service nearby, and very quickly.

Just lately, I was shopping for a new barbecue and I have to say, there are a lot of models on the market. I could have bought a barbecue almost anywhere, and the price was pretty much the same from one place to another. I finally bought the barbecue at my neighbourhood hardware store, because I like going there, the employees are always friendly, competent and helpful, and I felt confident in buying a product from them.

Did I buy that barbecue at that store because of its quality? Yes, of course, but it wasn't my primary reason for the purchase. The person who I consulted for information took the time to understand my needs and gave me, with pleasure, all the information I needed to make an informed decision. In fact, the real reason I bought that barbecue in that hardware store, is because I know the store , I like doing business there, and the people who work there inspire my confidence.

As far as you are concerned, what is important to notice is that to succeed in business, and obtain great sales results, people have to know you, they have to like you, and you must inspire confidence in them. The quality of your product or service is secondary in the selection criteria of your Client, because Clients who have faith in you and who have confidence in you, would never believe that you would be able to sell them an inferior product or service.
In today's day and age, where monopolies are very rare and choice is the norm, products and services are extremely similar and the client has more and more options for the purchase of his items or the place even where he purchases it. As an example, are you thinking of buying a computer or a television, or maybe a new car? What mark or model will you choose, where will you buy it? Your choices are very large, aren't they?

Many years ago, because competition was not yet a well known concept, it was enough just to offer a quality product in order to guarantee a company's success. But, today, even if you have a GREAT product or you offer an excellent service, neither is a guarantee that you will be successful, because a client can obtain an equivalent product or service nearby, and very quickly.

Just lately, I was shopping for a new barbecue and I have to say, there are a lot of models on the market. I could have bought a barbecue almost anywhere, and the price was pretty much the same from one place to another. I finally bought the barbecue at my neighbourhood hardware store, because I like going there, the employees are always friendly, competent and helpful, and I felt confident in buying a product from them.

Did I buy that barbecue at that store because of its quality? Yes, of course, but it wasn't my primary reason for the purchase. The person who I consulted for information took the time to understand my needs and gave me, with pleasure, all the information I needed to make an informed decision. In fact, the real reason I bought that barbecue in that hardware store, is because I know the store , I like doing business there, and the people who work there inspire my confidence.

As far as you are concerned, what is important to notice is that to succeed in business, and obtain great sales results, people have to know you, they have to like you, and you must inspire confidence in them. The quality of your product or service is secondary in the selection criteria of your Client, because Clients who have faith in you and who have confidence in you, would never believe that you would be able to sell them an inferior product or service.

  • People buy from people they know.
  • If you don't have a lot of visibility, it will be very difficult for potential buyers to find you when they want to purchase your product or service. You might be asking yourself, how can I get noticed? Well, you can write articles for magazines and newspapers, or web sites, present yourself in social occasions, committees or at various business groups and breakfast meetings. Ask your existing clients to refer you to new clients, offer your services as a public speaker in your field of expertise, organize seminars, invest your time to develop strategic alliances, make a few cold calls - the list is endless. In other words, stop thinking about it - do it! Make yourself known to potential clients as quickly as possible.

  • People buy from people they know
  • Are your potential clients, during an initial meeting, comfortable with you? Do they like your way of doing things? The more people like you, the greater your chances of success. How many times have I heard my wife say, “No, I don't want to buy that there - the place is not very friendly and I don't like the way the salesperson treats me”. So, how can we make our Clients like us?? Here is a brief profile of the qualities that a buyer likes in someone they buy from:

    • They are passionate about what they are doing and they believe in their product.
    • They have an expertise in their respective fields. No one likes to do business with someone who is not competent.
    • They demonstrate a sincere willingness to help instead of thinking solely about themselves.
    • They have a responsible and positive attitude when problems arise. They then concentrate on the solution, and not the problem.
    • They are honest and have a certain degree of integrity. If you tell a Client that you will call them back tomorrow, and you do it two weeks later, you are not demonstrating either honesty or integrity.

  • People buy from people who inspire their confidence
  • Do you work at gaining the confidence of your potential Clients?
    If you are constantly talking, this is certainly not the way to gain confidence of your Clients. In fact, we gain the confidence of our potential Clients by asking pertinent questions of them, in order to obtain the Clients needs, desires and preoccupations. As an example, if you are selling drills, you probably derive a great deal of pleasure from describing the wonderful characteristics of the drills to your potential clients. However, you'll have a lot more success by establishing a relationship of confidence with your client and asking him a few questions on the type of holes he wishes to drill. In this situation, your offer of a certain type of drill will be better adapted to the unique and specific need of your Client. The more your Client believes you understand his needs, the greater his confidence is in you as a salesperson.

    By giving the following reasons such as « it's too expensive, I'm going to think about it, I'll discuss it with my boss, this expense is not in my budget » as excuses, it often hides an uncomfortable feeling on the part of your Client towards you. They are probably saying indirectly that they don't like the way you do things, or that you do not inspire their confidence, but unfortunately they will never openly tell you that.

    In conclusion, to succeed in sales, and to surpass your objectives, make yourself known, make yourself liked and appreciated by your Clients, and learn how to gain their confidence. If your attain these objectives, you will be pleasantly surprised how people will put the emphasis on your strong suit, and not on your weak spots, in order to justify their decision to buy from you.

    Good luck and great sales!
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