Solving problems for customers is exactly what businesses are meant to do. “Obviously!” you say?  Yes, and no.

The truth is that most customers  can’t identify their own problem, and this is where the greatest opportunity lies. Unfortunately, many sales people and business owners miss the opportunity by attempting to sell whatever they have on hand and make it “fit.”

So the customer spends money on a product without knowing if it’s going to 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.

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.

Let’s say you want to buy a new car. You’ve narrowed it down to  a particular make and model and drive to the dealership. A salesman greets you and immediately says,” Let me show you our newest models.” How would you react? Do you want to see their newest models? Do you feel as though 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 your participation and allows you to express your needs?

The point I’m making is that 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. The easiest way for you to male the sale is to find out the real reason they want to buy – something I call their “buying motivation.”

Selling conversations allow you to dig deeper and get to the real issue where emotions are attached to the outcome, and the right solution will solve the frustration that brought them to your store or website in the first place. That friction or frustration is their buying motivation. And that’s why you need to “meet customers where they are.”

Their primary motivation for buying is always based in emotion, not facts:

• Do they want to impress their neighbors?
• Are they worried about saving money on gas and maintenance?
• Do they dread an hour commute, and want a smooth, quiet ride with excellent safety features?

Let them do the talking and listen for the things that matter most. That’s how you learn to speak their language — That is, help them put into words a solution that fixes their problem. It’s almost like translating, yet a good sales person understands that customers need help identifying their needs and desires. Learning to do this well will make you a hero to your customers.

Whether it’s a car, a set of custom-built shelves, or a retirement plan, your customer feels a specific need or emotion that motivates them to take action. That means you need to find out what’s going on under the surface. That’s where you need to meet them — At the place that matters most to them. When you discover this “sweet spot” the customer will suddenly treat you as their confidante. They’ll feel like you’re on their team.

When a customer feels understood, it creates a sense of trust and a connection that makes the sale a “no brainer.”  I call this a “win/win” sale. You’re customer is satisfied, and you’ve made a loyal client who will happily buy from you over and over because they appreciate your insights and knowledge. (What they don’t know is that all you did was listen carefully and repeat back to the customer what they needed and why. Then you offered them the best solution.)

Simple!

Want some help making your selling conversations produce “no brainer” sales? I’d love to trouble shoot with you on a 20-30 minute FREE introductory call. There’s no obligation. I’ll help you to identify obstacles in your business that might be easy to fix,  so why not find out?  You can sign up for your complimentary “Marketing Makeover” session at this link  https://my.timedriver.com/CM1LC and  fill in a time slot that works for you. I’ll give you a call back at the time you choose.

Talk with you soon!

Betsy

Betsy Shulman
646 306 4721  cell EST
www.rightmindmarketing.com