There are many reasons customers don't want to change the
way they're doing business. They're happy with what they
have, they have too many products in their line already, or they
don't see the value in what you're selling. Most of all,
they've become set in their ways, and that's what seems to
get in the way of your selling.
We all need to get through the obstacles that stand in the way
of selling customers on the benefits of changing to our product or
service. Here are 10 simple steps to help you sell change, even
when customers want to stay the same:
1. Show them what they'll gain from the change.
Pointing out the return on investment is a valuable way of making
your case; provide numbers, examples, facts and figures, a
statistical analysis--whatever it takes to help them visualize how
making the change will benefit them. Just remember: Nothing is
stronger than your belief in the idea you're presenting. You
must have faith in your product or service in order to give
customers the confidence to make the change.
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2. Don't be afraid to close. Asking a closing
question too early is not a crime. In fact, it usually brings out
the problem or specific objection your prospect has ahead of time
so you can deal with it and qualify the opportunity right from the
start.
3. Sell the change with testimonials from someone who's
been there, done that. Hand prospects a list of your clients,
and tell them to call anyone on the list. They can talk about why
they do business with you and how they've benefited from the
change they made by going with your company.
4. Understand your customer's customer. Understand
their competition. Understand their marketplace. This will give you
more opportunities to tie in the value of your product and how it
impacts their industry challenges.
5. Let them try out the product. Testing your product
gives prospects a taste of things to come.
6. Make sure you're always building a relationship.
When someone likes you, trusts you and respects the knowledge you
bring to the table, he or she will be much more open to making a
change.
7. Question everything. "Why is that
important?" "What does that mean to your customers?"
"Can you expand on that?" Getting the customer to give
you the right in-depth information gives you the ammunition to make
an intelligent presentation on why changing to your business will
make all the difference.
8. Do your research. Find out what other areas of their
business they made changes to in the past, why they did it and what
benefits they received from making those changes.
9. Break through barriers with conviction, belief and
confidence. Whenever a new idea is introduced, you're bound
to encounter some resistance. Customers who have been doing things
the same way year after year aren't necessarily open to
alternative ways of thinking. Selling the change means being
relentless and empowered by the passion within. When you believe in
your case, so will the customer. Don't forget that they are
buying you, and you are part of the change.
10. Learn to listen, and listen to learn. Only when
we're really tuned in to the customer can we find out the real
reasons they're averse to change.
Barry
Farber, author of The 12 Clichés of Selling, has
taught thousands of individuals and corporations how to break
through barriers to achieve their sales, management and personal
goals.