Selling a product is not necessarily a complicated task. In summary, a sales program mainly consists of three elements: what you sell, who you want to sell it to, and how you plan to sell it. Also, you need to stay focused on the product details and the customers. Usually, this kind of program is ongoing, so you have to pay attention to changes in trend and the needs or wishes of the buyers. Then, by observing these changes you will be able to fine-tune your program to increase sales.
Steps
Part 1 of 3: Show Enthusiasm for the Product
Step 1. Study the product
If you are able to correctly communicate the information about the item you present and are ready to answer the questions that customers may ask you, they will understand that you care about what you are selling. If you find it useful, they will be more likely to adopt the same point of view as you.
It is absolutely vital that you know the product inside out. If you can't answer a question asked by a customer, try saying, "I don't know the correct answer, but I'll be happy to investigate the problem and get back to you right away. What's the best way to contact you when I find the answer?"
Step 2. Highlight the benefits of the product in the eyes of customers
Just as it is important to provide accurate information about the item to be sold to the right people, so it is equally important to translate the characteristics of the product into benefits. This will make it easier for the buyer to see why they should buy it. Think about the following:
- Will the product make the customer's life easier?
- Does it give him the feeling of luxury?
- Is this something that can serve many people?
- Is it something that can be used for a long time?
Step 3. Make sure you are presenting the product correctly
If you do not offer a direct and personalized presentation of what you sell, you will have to make sure you provide the necessary information by making use of the packaging, the displays for the points of sale and all kinds of material useful for marketing activities. Whether it's a direct sale or a promotion, by putting precise information on the products on display you are more likely to convince customers.
- Make sure all product information is informative, true and complete.
- Check the clarity and good legibility of the writings on the packaging and on the material intended for the marketing of the product.
- Spend enough time and money to ensure that your products, packaging and marketing materials are of excellent quality - for example, it must include high resolution images, bright colors, and so on.
Part 2 of 3: Establish Contact with Buyers
Step 1. Share your love for the product
A good salesperson believes in the product they sell and conveys this enthusiasm to the customer. There are numerous ways to show your love for a product.
- Don't neglect body language and tone of voice. You will be able to convey energy and enthusiasm if you clearly describe a product and show incisiveness when you talk about it. On the other hand, if you mumble when customers ask you about an item or cross your arms over your chest, you will give the impression of being detached and disinterested.
- Be prepared to discuss how the product is being used or how satisfied customers who have already purchased it are. By mentioning precise testimonials about the item to sell, you will ensure that buyers identify with the experiences of others. For example, if you are selling a shampoo, you might say, "Usually my hair is so frizzy, but since I started using this shampoo it has become as smooth and silky as you see it."
Step 2. Anticipate your customers' needs
You must be able to answer all doubts that customers may have about a product, but it is even more important to anticipate their questions; in this way you will demonstrate that you understand their needs. Try to connect with buyers by addressing their needs.
- Think about your regular customers. What are their motivations? What are the needs? They're young? Single? Wealthy? Do they have family?
- Once you have a better idea of who they are, think about how your product can help them meet their needs or make their wishes come true.
Step 3. Get used to breaking the ice with buyers
If you are in direct contact with the public, it is essential to learn to connect with people. Instead of asking trivial questions, such as "Can I help you?", Ask more constructive open-ended questions: for example, "Are you looking for something for your own use? Or a gift for a particular person?". Also, be prepared to comment on the product they're interested in and start deepening the conversation. For example, if you sell clothing, you might say, "You know, it's cool to go to ugly sweater parties during Christmas holidays, where you dress up in funny sweaters. Have you ever been to one?"
Step 4. Transform customer motivations into product benefits
In the world of marketing it is called "positioning" and it consists in matching the product to the hopes and desires of the customers. It is important to evaluate a number of decisive factors when defining the positioning of a product:
- Place the product in the best possible spectrum on the market. Avoid placing it too high or too low in terms of cost and luxury.
- Choose the characteristics of the product based on the person to whom you sell it. You will likely have a number of different features available, but it is up to you to know which of them can be useful in each individual sale.
- Don't manipulate features and don't lie. Product positioning is based on perception, not deception.
- Position the features so that they exceed the product itself. In other words, it means that what leads to selling an item are the advantages and ease of use it offers to the buyer. Companies that excel in this technique include Coca-Cola, Apple and many designer brands. In addition to focusing on its simple functionality, think about how the product fits into the lifestyle or scale of customer values.
- For example, if you're looking to sell a high-end minivan to a wealthy older person, try highlighting its more luxurious features. Therefore, you might say, "Take a look at the wood finishes - they are delightful. But also at the soft leather seats - they are super comfortable. They are perfect for taking a leisurely ride at sunset."
- However, if you are looking to sell the same minivan to a family with three children, you should mention its more practical features. For example, try exposing them like this: "The third seat provides a lot of space to carry friends. It also flips over, in case you need space to store food supplies, sports equipment and the like. I already mentioned that the side airbag and ABS are standard? ".
Step 5. Be honest about your product
You will only be able to build customer loyalty if you have been honest with them. In other words, you will need to be transparent when offering product information. Also, you will have to admit any errors and omissions. Don't be afraid to behave this way: honesty creates relationships based on trust.
- If you are unable to answer customer questions or provide them with what they need, plan to help them later as soon as possible.
- Encourage customers to contact you later if they have any concerns or questions.
- If you find that a product doesn't fit a customer's needs, admit it and help them find what they really need. Even if you don't sell anything today, you will be remembered for your honesty and generosity, and this fact could lead you to grow your business in the future.
- For example, if you're trying to sell a sports car to a customer who ultimately tells you he has five kids to take to school every day, you might want to advise him: "Well, maybe a good minivan or SUV would be more comfortable., should you be looking for a second car, don't hesitate to come back. I would be happy to help you find a good deal."
Step 6. Close the sale
There are several ways to close a deal, but one of the most effective is to remember the ABC acronym: "Always Be Closing". When confirming your potential buyer's interest in the product, try closing the transaction using a phrase like, "Is this the product they want?", Or "So what do you think? Will it meet their needs?".
Step 7. Give customers time to reflect
If you seem too pushy, you risk losing a lot of buyers. They may decide to go home and do a quick internet search to find out more. Let them make their decision quietly in consideration of your compelling business talk. They will likely agree to buy your product if you have been sincere, helpful, attentive and enthusiastic, and if the information you have provided matches what they have found on the Internet.
- Sometimes, it's worth letting the customer take the lead. Give him time to make his assessments and wait patiently. Just offer more information if you ask for it.
- Don't let customers walk away without knowing how they can get in touch with you. If you work in a shop or on a site, make sure they know how to find you (especially if you change places often). Just say, "I'll be here at the counter if you need me" or "Just ask any colleague in sales to call me back if you have any questions."
- You can also give customers your contact information so they can contact you directly if they have any questions or would like further clarification. Hand out your business card or contact information and add: "If you have any questions, call me at any time. Alternatively, you can find me here at the store during the week."
- Use your instincts. If you think a customer is about to buy, stay nearby without being intrusive. He must have the opportunity to find you quickly. In fact, it would be best to avoid the situation where a potential buyer has decided to buy something, but is unable to tell you.
Part 3 of 3: Improving Sales
Step 1. Familiarize yourself with all aspects of closing a sale
Advertising, product promotion, and marketing are techniques that help strengthen business. Selling is the goal of these techniques, so a good salesperson must master them to succeed in their job.
Read on for essential marketing texts. This way you will keep yourself informed about many tactics and techniques used in advertising, product promotion and marketing
Step 2. Market your product
It is important to offer product information through as many channels as possible. Today the range of possible actions has diversified enormously thanks to advances in the field of communications. Provide your potential customers with multiple opportunities to get to know your product. Here are some examples:
- Word of mouth;
- Advertising (radio, TV, press, e-mail, social networks, online ads, etc.);
- Commercial representatives;
- Exhibitions;
- Conferences;
- Telephone sales;
- Placement of products in films, sporting events and so on;
- Local events (for example, donating a product at a charity auction can draw public attention to the product and serve a good cause).
Step 3. Analyze your performance
You should regularly analyze your sales. Is the product selling well? What is the volume of your warehouse? Is it high or low? Have you made any profits? How much are competing companies making? If you can answer these questions, you will be able to maximize sales and maintain steady growth.
Step 4. Resolve any sales issues if necessary
If the business volume is not satisfactory, you need to focus on finding a solution to your problem. To improve your sales you need to reconsider your product, your customers' hard core and marketing techniques.
- Change your tactics periodically. If customers hear about an item with the same arguments over and over or see the same billboard for months, the value of the product may begin to seem irrelevant.
- Consider removing a product from your business line if it doesn't sell well. You may want to liquidate old inventory at discounted prices.
- Analyze your target market and adjust your sales goals. Buyers have likely changed, so you'll either need to upgrade or find a new market.
- Re-evaluate product design, distribution, packaging, and so on. By adapting it according to your target market and the sales strategies you have in mind, you will have the opportunity to improve sales.
- Change the price of the product. You will be able to understand whether to increase or decrease it by studying the sales data and the performance of your competitors.
- Make your product exclusive or only available for a limited time. Sometimes, controlling supply in this way can increase demand and business volume. However, make sure this tactic fits your overall sales strategies - it would indeed be risky to place an item on an elite market when it is perfect for everyday use.
