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Make sure you communicate a clear understanding of their problem. There is a strong temptation to leap to your solution, try more focus on making you sure you u
by skmurphy 16y ago
Make sure you communicate a clear understanding of their problem. There is a strong temptation to leap to your solution, try more focus on making you sure you understand their problem and that they know you understand it. Then offer proof that you have solved similar problems for firms like theirs. Here is where case studies, testimonials, references can help. Finally, try and determine a trigger for action: is there a date or event where their situation will get worse? For example, April 15 for taxes, summer vacation driving trip for oil change, adding a new employee for a payroll service.
Jeff Thull's website is http://www.masteringthecomplexsale.com/ http://www.masteringthecomplexsale.com/ and the 2nd edition of his "Mastering the Complex Sale" is on Amazon at http://www.amazon.com/gp/product/0470533110/ http://www.amazon.com/gp/product/0470533110/
- deleted 16y ago[deleted]
- derefr 16y agoDefinitely: customers aren't thinking purely about cost, but instead about cost:benefit ratios. Saying "we can do it cheaper" implies not only less cost, but—through an intuition that you're charging what the market will bear—less benefit as well. Instead, prime them by first telling them of a greater benefit ("we've solved your problem 1000 times for 1000 companies, while you've only solved it once; we know more about your problem than even you do" etc.) and only then cancel out the intuitive expectation of greater cost.