Selling services can be confusing and complicated for the potential buyer. It’s a simple truth that a confused buyer will not buy. They can’t make a “yes” buying decision because they aren’t sure what they’re saying “yes” to, and the long-term implications of that “yes” decision.
Combine the complexity of the prospects circumstances with the sophisticated available choices, and a prospect is likely to throw their hands in the air in utter confusion. That means you have to take the complex and sophisticated and guide the prospect through a process that makes it easy for them to understand so they can make a decision. You’re job is much less about “selling” than it is about being the trusted advisor/advocate that the client needs.
There are 3 ways you can make things easier for the prospect to make a “yes” decision. And when you incorporate all three ways into the sales conversation you’ll have a mutually engaging highly productive sales conversation. These three ways address the learning styles of your prospects.
People are dominant in one learning style: visual learning, auditory learning, and kinesthetic learning. No big news flash there we’ve known this for a very long time yet many salespeople act as though they’ve never heard about this by the way they hold a sales conversation. For the visual learners use flow charts, tables/graphs, and pictures to demonstrate similarities/differences and consequences/benefits between the best three options for the prospect. You can simplify things for the auditory prospect by relating stories, providing lots of examples, using analogies all to simplify what you’re telling them. And for the kinesthetic prospect it’s important to get them physically engaged in the process perhaps having them write things down, arrange or rearrange options, even stacking options they like/dislike.
And what’s happening when you’re using these different approaches to simplifying the available options? You’re engaging and involving the prospect in the sales conversation. You’re getting them to open up and share their thoughts. You’re getting them to make small “yes” decisions. And you’re helping them to persuade themselves that the decisions they’re making are the right decisions. You’re coming to a mutual conclusion that benefits both you and the prospect. How easy was that?
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