Be Sure You Are Selling What The Customer Is Buying - Sales Training - How To Present

By: Carl Davidson
www.salesandmanagementsolutions.com
(800) 941-0068

One common mistake made in sales is to sell the technical aspects of your products and services. When we start a sales position, often the company starts us off with technical training. Once we know all about how things work and the tiny details of our products, we can’t wait to share that information with our customers. The problem is that customers want to buy solutions and not technical data.

For example, if you are an ordinary person and not a motor head, when you buy a car you want things like status, style, performance, safety. You probably don’t care what the torque to the rear axle is as long as you get the “feeling” you like while driving. Color was probably a bigger factor in your decision that the way the valves fire.

Your customers probably feel the same way about your products and services… they care less about the technical data and more about a no hassle, reliable solution to their wants, needs, fears and challenges.

In view of this, many sales people are selling what the customer isn’t buying. Are you selling valves and metal and motherboards when your customers wants results and feelings and security?

One more example, I just have to use. Pretend you are a young male and you see a beautiful woman walking down the street. Your heart jumps, you want to meet her, you want to talk and learn more. You are full of feeling and emotions that want to take a step closer. In this example, what do you know about how this woman “works”. Do you want to know about her liver or her bone density? Would you walk up and ask to see her teeth? You see, we don’t buy the technical and we shouldn’t sell that way either.

I am not saying your shouldn’t know all about your products and services but use the information sparingly and use feelings and solutions more often. For example, you will sell more homes if you say, “this home has lots of insulation to keep you and your family comfortably warm on the coldest winter night” than if you say, “this house has R64 blown-in urea insulation”.

You may have heard that a famous company did a study of what people want when they buy a drill. The answer was they want a hole and not a drill. Be sure you are selling what the customer is buying. Sell the hole and not the drill