I have previously spoken about the rules of selling. In ‘Emotional Selling Part 1’ I covered the need for emotional connections to the products and services we offer.
Ironically, whilst this was part 1 of Emotional Selling, the piece actually picked up on the 2nd rule of selling that I learnt. Here, in part 2, we will cover the first rule I learnt.
It is vitally important, and, in a fast-paced world with lots of product options it can be easily forgotten.
Rule 1 of Selling
Can you sell this…course, car, fire extinguisher, fish tank, pen?!
The first question you must ask is….
‘Who am I selling to?’
Understanding who our clients are, their background, their needs and personal life is imperative as we work our way through the sales process; with a strong personal connection we are better informed to…
- Understand which of our products and services are right for our client.
- Which elements of that product we can ‘pick out’ and articulate as the key value drivers.
- Ask the more difficult and probing questions that we will need to.
Sales is a process that has moved away from a long list of features, we need to focus less on the ‘what’ and more of the ‘why’. Without a good knowledge of who our client is, and, what drives them we will never understand why they need the product we are offer.
Take time to understand who you are speaking to, invest in your relationship with them, if you can understand their problem you will be well placed to offer them a solution.
There is the saying that ‘people buy from people’ this is wholly true. To truly understand our prospect and create trust we must understand who they are and what drives them regardless of the product that we are selling.
So, before you start thinking about what you are selling, start thinking about who you are selling to and why they need your product, solution or service.
There are more resources available within the learning section relating to the sales process. These are free to access and easy to follow.
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