by Vanessa Merit Nornberg
Republished from Inc, May 29, 2017
Making a sale is all about how you frame your offer. The customer is not interested in what you have to sell, but in what he has to gain. The easiest way to make a sale is to continually put yourself in his shoes and discuss your product or service in terms of what effect it will have on your customer’s life or business. And when it comes time to ask for the actual sale, the same thing holds true. Skip the tired “do you want to buy one?”, and use one of these more meaningful phrases instead.
“Do you think this might work well for you?” Right before you use this, you should have explained what exactly your product can do for the customer in a way that makes her see the value it could have in her life. Let’s say your product is an Internet lead generation software. You might say to the customer: “Our software can help you see who has visited your website in real time. Would knowing who was visiting your website and when be helpful to your sales team in connecting with potential customers?”. This phrase makes clear to the customer that he can benefit from making this purchase.
“Would you like to take advantage of this offer?” Taking advantage of something implies winning, every customer wants to feel victorious in making her purchase, “Do you want to take advantage of the fact that we’re picking up the shipping on your new phone to add any accessories, like a free case or an extra charger to the box?” So whether you’re offering a special price, an exclusive item, or even just the chance to get the item right away, asking the customer if she wants to take advantage of something sets off the idea that she will gain something extra by choosing to buy now. It means she has not just bought something, but that she has exercised good judgment, and come out ahead in so doing–both fantastic feelings to have associated with your product, service, or company.
“Could you profit from this?” There is nothing more powerful than making someone feel she is earning money rather than spending it when making a purchase. Sticker shock or a tight budget can be deep barriers to closing a sale, and with good reason. The idea of money leaving the customer’s hands often looms larger than anything else in her mind. “I know this new convection oven is a bit of a stretch on your budget, but if you double your profits because you can meet your customer demand on time and not have to turn customers away because you’ve run out at the end of the day, I think you will make the extra cost back very quickly.” It’s up to you to make her understand that she is actually saving or making money by deciding to go forward with her purchase–and in so doing you can help her to fight the dollar demons and move forward with the deal.
“What would it take to earn more of your business?” Honesty is the best policy in every instance. Yet, it’s so rare for customers to hear someone ask them directly for input on how to win theirbusiness. Asking this question not only earns the respect and appreciation of your customer for it’s directness, it also opens the door for a thoughtful discussion on how you can really deliver what she needs in order to purchase from you, “You seemed to agree that our public relations really moved the needle for your company with the street marketing program they did for you. What can I do to get you to entrust us with your digital marketing campaigns as well?” The customer can then share her real concern with you about making the purchase–and knowing what the obstacle is is the fastest way to address or resolve it, so the customer can give you the green light.
Closing a deal happens only when the customer is ready to buy, but that readiness hinges on how well she understands the value the product or service will have for her–and what kind of impact that value will bring to her life.