Why should we buy from you? What makes you different than my current _______?
Why should I invite you in to see me?
We are already doing business with you, so why should we look at this new product /service?
Sound familiar? A bit tired of hearing this?
Get used to it. This is simply what customers and prospects say to salespeople.
And we can't fault the prospect/ customer for asking the question. They don't have time to waste, and they need a good reason to spend time with salespeople who know how to sell value-whether through a meeting or to view a new product or service.
We also know that people buy emotionally. We know that people are motivated to action by moving towards what they want, or they move away from what they perceive as pain (something that can hurt).
Here is the problem: salespeople try to get appointments by discussing features and benefits (intellectual, not emotional) or using "I'll be in the area. Can you see me?"
The outcome? Lack of new appointments.
Or if a prospect is interested in the product/service, the objection often is "your price is higher than your competitor."
Most everyone (your competition) has basically the same features and benefits. Thus, we have become a commodity.
So what is the remedy? Sound different, be different, and influence toward what we know about human behavior.
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As a sales professional, your job is to ask the buyer questions until you understand what is needed to close the gap between where they are and where they want to be. |
