Why should someone buy what you are selling?
This is a good question and one that needs to be answered by anyone involved in selling for your business. Why should a customer buy from you? It is an interesting question and one I always ask when I am running a sales training programme.
Apart from product knowledge related questions it is often the hardest question to answer. As an exercise ask anyone in your business who is in a selling role why they think a customer should buy from them. The range of answers will probably be eye-opening.
This question requires an answer developed by all of your staff. Have a meeting and work through it until you can come up with the definitive statement. And it needs to be convincing— big and bold, not wishy washy and lukewarm. Once you have a statement it needs to be introduced into every sales pitch, even if the customer doesn’t ask the question.
The customer will be thinking it so why not take control of the situation and let them know. It can be introduced by a statement such as, ‘And you are probably wondering why you should buy this from us, not a competitor—well the answer is ……………’
The reason why someone should buy what you are selling may change over time. It is a concept that needs to be revisited on a regular basis and it should be freely discussed. Try different versions of the definitive statement you have created. Does it close the deal or does the customer walk out when you say it? If they do, what you are saying is not convincing enough and it is time to go back to the drawing board.
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