Part 2 - Know Your Product, Know Your Customer
Once that is established you are now ready to find those willing to pay what you are asking for your product. In order to sell someone what you are offering you must first understand there are three types of consumers and that any one of these people are likely to be more than one type.
The first type of consumer is “The Friend.” This person needs to know that you are his or her friend and are looking out for their best interest when making such an important purchase. If you come off only wanting to sell them the most expensive package or item you have to offer without establishing some sort of trust with this person, they will walk away looking for someone else they feel is not out to take every last penny they have. These types of consumers like to talk about things that don’t even pertain to what it is you are trying to sell them. Spending an hour talking about their life and how you somehow relate to it, is usually all that is needed in order to help them feel comfortable making their purchase. So learn to build on common interest.
The second type of consumer is “The Needy.” This person needs to know everything there is to know about what it is he or she is buying before they buy it. This is why it is so important for us sales people to know our product. At times a “needy” person will ask questions about your product that only a tech guy needs to know. Regardless if you think these types of people need to know it or not, you better know your stuff. A “needy” consumer will often buy your product if you supply the answers they are looking for. So bottom line, know your stuff.
The Third type of consumer is “The Bargainer.” This type of person is out to get the Cadillac for the price of a Volkswagen. They will usually do their homework, know what is out there and if the price is not to their liking, they will spend as much time as needed searching until they find the price they feel comfortable paying. So making these individuals feel like they are getting the most for their money will most likely result in selling them what they need.
I hope this little bit of information will be of great help to you in becoming a better sales person. I know if you take some time, do your homework and learn to understand your customers, you will be more successful in your efforts. Good Luck and happy selling.
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