Techniques that are easy to execute and deliver effective results
21 de septiembre de 2018
People often do not realize that, but the sales and service activity, while highly focused on intuition and relationship, must be guided by a series of techniques and good practices that really work.
Many of them, in fact, are applied by experienced vendors on a day-to-day basis, sometimes intuitively. But why not focus more on those sales and service techniques that have worked so well, and use them with more awareness and assertiveness?
With that in mind, we separate some of them so you can study them, understand them better, and use them to achieve results and exceed your goals.
In addition to sales and service techniques, knowing how to develop relationships with customers is very important.
Sales and service techniques
The main message of these techniques used during customer service to close a sale is as follows: Learn to focus on the benefits of your products or services that meet customer needs. Show the value of the solutions offered in solving specific problems. This is what we call value for the customer.
1. Understand what the customer buys
Every product or service has features, advantages and benefits. But customer buying decisions will always be focused on the benefits. You need to know all the elements of your product before focusing on the benefits to the customer, see:
- Characteristics: Attributes and particularities of a product or service presented in detail.
- Advantages: They show how differentials of your product or service can help a customer.
- Benefits: Now we hit the target: the benefits show how the features or advantages can meet the needs and solve a specific problem expressed by your client.
2. Always focus on the benefit
This is where the key is! You need to identify in your customer a specific problem that the advantages and characteristics of your product can solve. So, this becomes a benefit that brings value to it!
See the examples:
- Characteristic: our product uses state-of-the-art modern technologies.
- Advantage: these state-of-the-art technologies bring much more agility and assertiveness when using our product.
- Benefit: With all technology shipped in our product, this issue of delay and lack of accuracy for issuing invoices will be fully resolved.
Ready: Now your customer has seen the benefit your product can bring to it by solving a problem that it actually has!
3. Possible barriers to closing the purchase
It is important to be clear because talking too much about features and advantages is not a good sales and customer service technique. Here are the possible considerations that the client can make when listening to each of them during their service:
- Features: When praising features, the customer is usually concerned about the price.
- Advantages: What is advantage for one, is not necessarily advantage to that particular customer, who will begin to object to your product or service.
- Benefits: As soon as you evidence to the customer how that advantage fits properly to solve a problem that he has, he will try to enter into an agreement with you to purchase the product or service!
- Features: Bring customer price concerns.
- Advantages: the customer raises objections.
- Benefits: the client will seek an agreement
There are two more important points:
With explicit benefits so that the client does not understand the value of our offer as a mere advantage?
And, in that case, how to circumvent objections to make the customer understand the benefits?
These are two sales and service techniques that we will present below.
Show your customer the benefit value of your product or service.
4. Possible values of a benefit
Try to understand from your client what he needs to do in his company, what problem to solve. To do this, use the following list of questions and find out how your product can add that value to your customer:
1. How can my product or service save my client time, energy, or money?
2. How can my product or service protect investments, its own operation, or the assets of my client?
3. How can my product or service minimize my client’s risks, expenses or problems?
4. How can my product or service improve my client’s image, relationship or notoriety?
5. How can my product or service increase my client’s profit, satisfaction, or trust?
6. What can my product or service do to bring more customers to my client?
7. What can my product or service do to meet, satisfy, and retain more of my client’s customers?
These are just a few examples of value that turn benefits into benefits. But if your customer still objects, be calm: there is one more sales and service technique that can help you, check out:
5. Identifying objections
To begin with, you must identify what an objection is to distinguish it from a rejection. When the customer simply rejects your product or services, you need to rethink the entire strategy. It will not be too soon to insist and turn your sale into a confrontation: rejection will only increase!
The tip is: if it’s an objection, try to get around it by showing value. If it is a rejection, retreat momentarily.
The difference is: An objection has a motive.
For example, the client says: – I do not close with you because my client only likes a specific company in Brazil.
In this case, you should not attack the objection itself, but the reason: like a specific company. And show how your company can do an incredible job for it too.
However, when the customer simply rejects your product or service without giving a reason, there is no way to do that.
6. Tips for circumventing objections:
Do not stand in opposition to your client. He may not think you want to show that he is wrong.
Never interrupt him when he is speaking.
Listen more, pay attention and be objective when speaking.
Often the client has lack of knowledge in the subject. In fact, he does not know exactly how your product or service can help you. Explain this to him.
There are cases where the customer is suspicious of the quality and efficiency of their product. Show cases from other companies, technical studies, testimonials from clients and other elements that can bring confidence to him.
Another common objection is to see some disadvantages of your product compared to the competition. In this case, you should concretely show other benefits of your product or service that outweigh that disadvantage.
Knowing good sales and service techniques can always assist a salesperson in your day to day professional life.