By Patrick Forsyth
Grouped into logical sections, this article info tips on how to get dealers to assert convinced, comprehend buyer wishes, create the proper effect and achieve dedication.
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Additional resources for 101 Ways to Increase Your Sales (101 Ways Series
Without this you will simply not be taken seriously and, at worst, you will lack all credibility. Of course, the basis of such knowledge increases with time and experience; at least it should do – we all should learn from experience. The good salesman makes a point of it. 36 UNDERSTANDING CUSTOMERS Secondly, you have to add to the background knowledge you now possess with additional information about each customer's current circumstances and their specific needs. This can only become clear progressively as the meeting and the relationship progress, and needs active noting of what is volunteered and active probing to find out more (the latter will be discussed under the heading Identifying Needs).
They want the salesman to consider their needs, and consider their needs to be unique, if only in detail. Selling was described earlier as "helping people to buy". It is a 45 101 WAYS TO INCREASE YOUR SALES good definition and suggests strongly that a knowledge of what customers want, exactly what they want and how they want it is the basis for success in selling. Recognising this is the first step. Of course, you have to find out exactly what needs a particular customer has, and use that knowledge to increase the effectiveness of your sales approach.
You must stir their imagination. The paint surface on a car is not "shiny", it has a "silken finish"; an employer will perhaps not buy an incentive scheme for his company that will be "nice" for employees, but he may be interested in something that makes them "believe you are the best employer in the world". While you need to beware of becoming cliched, it is worse to sell yourself short by failing to create a real picture in the buyer's mind and thus generate fuller understanding. In presenting your case, this aspect rightly comes first, understanding is the foundation upon which the rest of the selling process rests.