by Janet Attard
Have you ever tried to offer help to a friend or relative only to be told, "But you don't understand!"
Selling products and services to customers isn't much different than offering advice to a friend. Before you can get anyone to buy your help (or what you sell), you have to understand them and what they want to accomplish. Only then will they buy into the concept that you can solve their problems or fulfill their dreams.
Don't try to convince the customer that you understand them by repeating pat phrases or well-rehearsed scripts. Instead, get to know the customer. Ask questions. Find out where they are in the buying process. Do they buy what you sell now? Are they satisfied with their current vendor? If not, why not? If you get to know your customer, ask the right questions, and listen to the answers you really will understand their needs, expectations, goals and concerns. Focus your sales efforts on showing how your product meets their specific needs, and address their specific concerns and you'll be in a good position to close the sale.
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