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The art and science of Down-selling
| Guest post by: Trent Leyshan |
Article Overview: Down-selling is the art of narrowing a customer's expectations and matching them more effectively with a solution that best fulfils their needs or desires.
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Free Download - Find fear before it finds you By Trent Leyshan |
The art and science of Down-selling
Down-selling is the art of narrowing a customer's expectations and matching them more effectively with a solution that best fulfils their needs or desires.
Too often I see salespeople praying on their customer's ignorance and up-selling even though there is no extra value being created for customer. In this instance the salesperson is simply meeting their own agenda and getting the customer to pay for it.
Recently my company was in the market for a new office. I dealt with a salesperson at a leasing company that tried diligently to persuade me to take a larger space with more features, even though I didn't need them. I explained on numerous occasions what my very specific needs were; but these seemed to take a backseat to the salesperson's own needs.
The office spec did fulfil my needs, but also included an additional 33% of costs associated with features I didn't require. I asked the salesperson what she would do if she was me. She responded, "I would take the extra features, just in case you need them."And then proceeded to tell me "again" about all the benefits of the (non relevant) features. As if to smoke screen her response in the hope I would lose my better judgment and simply agree to the deal.
This is a classic example of a salesperson pushing their own agenda to simply get paid with a complete disregard for what is really important to the customer.
Had the salesperson "really" listened to me and appropriately down-sold she would have provided me with an opportunity to buy-in and she would have made the sale. Instead she went for the ‘up-sell' and not only lost my trust, but also my business and the potential to up-sell downstream when my needs better matched her extra value proposition.
McDonald's has built a fast food empire on: convenience, average food, great systems and of course: "up-selling." But when you drive through a McDonald's and an attendant asks you, "Would like to upsize your meal?" and you respond, "No thank you" they dont reply with, "Are you sure... I mean really sure?" They listen and then act accordingly.
Up-selling is a powerful skill, but only when your customer is getting more value. Not less. When you down-sell you build trust and demonstrate you are acting in your customers best interests. This may not please your sales manager sometimes, but your customers will appreciate it and thank you with their business and loyalty.
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Article Tags: sales training
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About the Author: Trent Leyshan RSS for Trent's articles - Visit Trent's website Trent Leyshan is founder, CEO of BOOM! A leading international sales training company that specialises in the development of inspirational sales cultures, leaders and salespeople. Early in his career Trent was head tradeshow spruiker and sales manager for Australia's most flamboyant TV salesman, Big Kev. He has since driven two of his own companies from lounge room operations into market leaders. And led sales teams in leading new media and advertising agencies. Trent is a sought after expert and facilitator on sales performance and strategy. He is the Author of sales book, The Naked Salesman: How to walk the talk and sell your way to success! BOOM! develops sales training strategies and delivers inspiring learning experiences for some of the world's most successful and demanding sales driven organisations. Empowering them with modern skills and tools to effectively engage with customers and build stronger and more valuable relationships.
Click here to visit Trent's website   Are you Hard Scrambled or Soft Is a great product and service enough to succeed My boss wants me to cold call but I have call reluctance The little agency that lost its soul How do I create a radical Call to Action |
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