A MAJOR PART OF SELLING IS EDUCATING THE PROSPECT

Have you ever considered the fact that your prospect would already be your customer if they understood the value of your product in solving their problem? Another way of looking at the same question might be expressed this way. If they knew they had a problem they would already be your customer. Never assume that a prospective customer is solving their problem with the right solution or even recognizes that they have a problem. One of the most important things that salespeople can do to increase their sales is to educate the prospect. Here are six steps that will bring focus to the principle and skill of educating your prospects.

Step Number One: Assessing – Selling begins with asking questions. Even if a prospect tells you what they want, you need to ask questions to determine if what they want is really what they need. If you don’t sell them what they need, regardless of what they want, you will end up taking the blame when they figure out that what they wanted was not what they needed. You can’t ask too many questions if the questions are focused on diagnosing the problem. Always ask permission to ask questions. Once the buyer grants permission, you can ask any question, within reason, and the buyer will answer it. Properly assessing the needs of the prospect is an extremely effective method of building rapport. When the buyer knows that you truly understand their needs they will trust you enough to purchase from you.

Step Number Two: Presenting – When presenting solutions to your prospect’s needs, don’t forget the emotion. Tell stories and relate examples of companies similar to their own whose problems have been successfully solved using your products. Relate their situation to what your current prospects have experienced. Give them hope that your solution will work for them because it has worked effectively for others. Presenting the successes of other companies facing similar situations is part of the education process. Generally people don’t buy unless they feel confident that the product will solve their problems or meet their objectives. Telling the stories of others who have successfully used the product is a very effective way of creating belief and establishing trust.

Step Number Three: Third party endorsements – Will Rogers, the popular humorist of the forties once said, “If you want your story heard far and wide, let someone else tell it.” This is true for salespeople. When a happy, satisfied customer tells your story to a current prospect it is ten times more compelling. The happy, satisfied customer has nothing to gain by their endorsement, so it is perceived as true. Until you build trust and confidence with your prospect, there will always be some doubt in their minds regarding your integrity. Third party endorsements come with integrity. Signed letters, phone calls or personal endorsements from past customers, not only educate but persuade far better than can a salesperson.

Step Number Four: Demonstrations – How many times have you heard or read something that you thought to yourself, “That is unbelievable!” Because the situation or event was beyond your experience and understanding, you didn’t believe it was true. Some prospects will have a difficult time accepting your claims and solutions. Give them a demonstration. Let them see for themselves. Some people just don’t get it until they can actually see it. Show them how it works. Let them see what it can do for them. Real-life experience is a great educator. Selling is all about education, so show them. If a picture is worth a thousand words, then a demonstration is worth a million words. You can tell, tell, tell, but for some people they must see it to believe.

Step Number Five: The Test Drive – The ultimate form of the demonstration is to put the prospect behind the wheel and “test drive” your solution. There is nothing quite so convincing as letting your prospect take your solution for a “spin”. When they do it, they believe it. When they have experienced personally what you have told them and what your prospects have told them and what you have demonstrated, then they will believe you. Personal experience is the purest form of education.

Step Number Six: Feel the Good Feeling – All sales are emotional. Never forget the emotional aspect of selling. Emotion creates a learning experience that will last forever. Remind the buyer of the demonstration and the test drive each time you follow-up with them, whether before and after the sale is made. Each time they feel the emotional rush associated with your solution, they will be resold over and over again. The emotion will continually sell you as a problem solver, and educator, and a trusted partner.