FEATURE
Consequently, the customer should be afforded enough space in the sales
conversation to talk about their needs and desires. The rule of thumb is this:
the customer should speak for 60 to 70 percent of the conversation and the
salesperson should speak for 30 to 40 percent.
As a salesperson, hold back your in-depth knowledge for a moment
and ask the customer three questions:
• The target question: ‘What do you expect from the product/service?’
• The understanding question: ‘What does the product/service mean to
you?’
• The value question: ‘What is important to you about the product/service?’
5
Differences Of Opinion Can Be Used To Your Advantage To Ensure
That There Is Nothing Standing In The Way Of Making A Sale
People are individuals and everybody has a unique personality ― and thus
different points of view. Those in sales learn sooner or later that their position
is not necessarily the same as that of their customer. However, differences of
opinion can be used to your advantage to ensure that there is nothing standing
in the way of making a sale and building what is a potentially long and
rewarding relationship.
You should therefore try to understand your customers’ train of thought.
Which aspects are important to them? Show a genuine interest and let them
explain their point of view ― this will earn sympathy points. Show that you
can understand and respect their feelings. Then your customers will feel that
they are being taken seriously. And they will be happy to arrange a follow-up
meeting with you.
6
DO YOU
NEED TO
PRINT FASTER?
Could slow printing
be impacting your
productivity?
Will printing 8 A1
pages per minute
change your life?
Focus On Customer Value
It goes without saying that you know a great deal about your work. You have a
high level of expertise and can have answers ready to all conceivable questions
to complete a sale. Yet technical information and demonstrations of product
strengths can sometimes seem daunting. Of course, everybody is open to
recommendations, but it can be a lot more useful to show the customer specifi c
benefi ts, ideally using their own words.
7
Like The Customer, Win The Customer
People are not always straightforward. Each person has a mind of their own;
they make demands and can often be diffi cult to read. This means that dealing
with them is not always easy. And what is true in general also applies to sales
conversations in particular.
Having a positive attitude towards a customer, even if they are still somewhat
challenging, is one of the most important things that you need to be able to do
as a salesperson. It will ease the dialogue immensely if you give your customer
the feeling that you like them, and it will speed up the path to a positive
conclusion. After all, the customer plays a key part in you earning your income.
And what should you do if you and your customer are not on the same
wavelength initially? Adapt to your customer. Look for common ground. And
make use of non-verbal communication. Aspects such as these can be helpful
if you want to accept your customer as they are and offer them professional
advice.
Importantly, don’t forget: a smile is always the shortest bridge between two
people. Try it out, and start actively shaping the relationship that connects you
with your customer. Do you already take all of those factors into consideration?
If not, try pay attention to them, and you will quickly see that you will have
greater success.
www.develop.co.za
www.AfricaPrint.com
AFRICA PRINT JOURNAL
JANUARY 2018
PG 31