How to sell a product.

Connecting with the Buyer.

1. Share your love of the product. A good salesperson believes in the product that is being
sold, and transfers this enthusiasm to the customer. There are numerous ways to show your
love of a product.
Don’t neglect body language and tone. You will convey energy and enthusiasm if you speak
clearly about a product, and show expression when discussing it. On the other hand, if you
mumble when customers ask questions about a product, or cross your arms over your chest,
then it will appear like you are distant and don’t care about the product.
Be prepared to discuss how you use the product, or how other satisfied customers have.
Specific stories about the product make it relatable to customers. For instance, if you’re
selling a shampoo, you can tell a customer something like: “My hair is usually so frizzy, but
ever since I’ve started using this it’s been as smooth and straight as it is right now.”
2. Anticipate your customers’ motivations. You want to be able to answer any questions
that customers may have about a product, but even more importantly, you want to anticipate
those questions. This shows that you understand customer needs. Make sure that you are able
to connect emotionally with customers by addressing those needs.
Think about your typical customers. What motivates them? What needs do they have? Are
they young? Single? Wealthy? Do they have families?
Once you have an idea of your customers in mind, think about how your product can help
them meet their needs or reach their desires.
3. Practice breaking the ice with customers. If you are working in direct sales, the way you
connect with people is critical. Instead of asking the close-ended question "May I help you?,”
ask the more positive, open-ended questions like "Are you looking for something for
yourself? Or a gift for someone special?" In addition, be ready to make remarks about your
product that will interest customers and start deeper conversations. For instance, if you are
in clothing retail, you might say: “You know, ugly Christmas sweater parties are really
popular right now. Have you ever been to one?
4. Convert the customer's motivations into the product's characteristics. In marketing,
this is known as "positioning," and it consists of equating the product with the customer's
hopes and desires. A number of factors are important when positioning a product:
Position the product in the best spectrum of the market possible. Don’t pitch the product too
high or too low in terms of affordability and luxury.
Position the facts about the product according to the person you're selling it to. You may have
a handful of different facts, but it's up to your skill to know which of those facts best serve
each individual sale.
Don't fudge facts or lie outright. Product positioning is about perception, not deception.
Position the facts so that they transcend the product itself. This means that the desirable,
positive values associated with the product are what sell it. Companies that excel at this
include Coca-Cola, Apple, and many designer goods or labels. Think about how your product
will connect with a customer’s lifestyle or values, and not simply serve a function.
For instance, if you are trying to sell a relatively high-end minivan to a wealthy older person,
you might mention its luxurious features. Do this by saying things like: “Take a look at that
wood trim—it’s just beautiful. And those soft leather seats—they’re so comfortable. They’re
perfect for taking a nice sunset drive.”
If you were trying to sell the same minivan to a family with three children, however, you
would emphasize its more utilitarian features. For example, you could say things like: “The
third seat adds lots of room for carting friends around. It also folds down when you need
room for hauling groceries, sporting gear, and things like that. And did I mention that side
air bags and anti-lock brakes come standard?”
5. Be honest about your product. Long-term lovers of your product will only come about
if you've been honest with them. This means being transparent in your delivery of product
information and also admitting your own lack of knowledge or mistakes you've made. Don't
be afraid of honesty; it builds trust.
If you ever are not able to answer customers’ questions or supply them with what they need,
offer to follow up with them later, as soon as you are able to.
Make sure customers know they can come back to you later if they have questions or
concerns.
If it ever turns out that a product isn’t right for a customer, be honest about it and help the
customer find what he or she really needs. Even if you don’t make the sale today, your
honesty and generosity will be remembered, and can translate into future sales.
For instance, if you are trying to sell a sports car to customer who eventually tells you that
he has five young children who he drives to school everyday, you could say something like:
“Well maybe you’d be better off with a good minivan or SUV. But if you’re ever in the
market for a second vehicle, come back and talk to me and I’ll help you get a good deal.”
6. Close the sale. There are many styles and methods of closing a sale, but one of the most
effective has the mnemonic, ABC: "Always Be Closing." As you confirm your prospective
buyer's interest in the product, put forward trial closes like, "Does this sound like the product
you want?" or “So what do you think? Will this meet your needs?”
7. Give customers time to consider. Appearing overly pushy is a turn-off for many buyers.
They may want to go home and do a quick online search for more information. Let them do
so with your enthusiastic and supportive pitch in mind. If you've been truthful, helpful,
considerate, and enthusiastic, and the information you've given them matches with what they
read online, they are likely to come back to your product.
Sometimes, it pays to let your customers take the lead. Give them time to consider, and keep
quiet while they do. Only offer more information when they request it.
Don’t let customers get away without knowing how to contact you. If you are working in a
store or on site, make sure customers will know how to find you again (especially if you will
be moving around). Make sure to tell customers something like "I'll be right here at the
counter if you need me," or "Just ask any sales associate to page me if you have any
questions."
You can also give customers your contact information so they can get in touch with you if
they have questions or want more information. Slip the customer your business card or other
contact information and say something: "Call me anytime if you have questions, and you can
also find me right here in the store on weekdays."
Use your instincts. If you think a customer is close to buying, stay nearby without being
intrusive. You’ll want the customer to be able to find you quickly. The last thing you want is
for a potential buyer to decide to purchase and then be unable to find you.