When you have a first encounter with a customer, he or she is usually wondering one simple question. Can I trust you?
There are three stages of buying:
1. Character and trust 2. Emotion 3. Logic I donıt know that one stage is more important than the other but I do know that the trust stage usually happens first. When you build a house and the foundation is weak, no matter how nice a house you build it comes crumbling down eventually. A sale is the same way. You can sell all you want. You can create an emotional frenzy. You can justify emotions with logic and reasoning but at the end if the customer has a twinge of doubt about you they will pause and hesitate to complete the sale.
Usually when the customer stalls after showing all the right buying signs, we blame the customer and create some unflattering names for him or her.
Hereıs a news flash: Most of the time itıs your fault. Itıs not the customerıs job to trust you. Itıs not the customerıs job to create a rapport and a bond. Itıs not the customerıs job.
Often, the customer comes in sold on your product and has a need and desire for it. They want to buy it. But when it gets to the end, one thing keeps them from buying fear. Fear of making a mistake. Your customers are human.
Customers have fears of making a mistake in buying the wrong vehicle, getting the wrong price, getting the wrong information or having a bad experience.
To sell more, you must allow the customer to buy. To buy a customer needs a path without obstacles and doubt. To remove the customerıs doubts and fear you must practice risk aversion and reversal.
Sales training has focused primarily on handling objections and other reactive selling approaches. Practicing risk aversion is a proactive approach to selling that addresses common fears up front and removes them before they become an obstacle. Fifteen minutes spent on proactive risk aversion can eliminate two hours of reactive objection handling.
Take a pencil and paper and write down all the common fears of your customers and common objections you receive. Write down the silent objections you donıt get but you know are really there. No matter what you sell, itıs the same objections over and over. It doesnıt take that much to be aware of the objections, to be prepared to proactively eliminate them and even answer them if they still come up.
Listen to what customers say and what they are trying to say. Listen to what customers really mean. And, listen to what customers arenıt saying but intuitively you know they are thinking. Increasing your intuitive ability is a major step in becoming a master sales person. Watch your customerıs body language. You donıt need a course to teach you what people are thinking by their body language. You simply need to observe, think and feel as they do.
TLC Think Like a Customer.
Remember, that trust comes before money.
Can I Trust You - To learn more about this author, visit Mark Tewart's Website.
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