Do you try to sell to anyone, or are you looking for the right customers for your company?
You can reduce your sales process, increasing the customer’s need to consume your product, with 5 essential requirements that are always present when a good sale is made.
NOTE: We prepared a slideshow with the simple but effective tips from this article. Check out the presentation by clicking on the image below:
Sales spreadsheet kit to plan, motivate your team and not lose information
3 types of spreadsheet with ready-made formulas to put your business routine in order without much effort:
Most of the mistakes a salesperson makes during the sales process can be avoided if a few observations are made during the customer qualification and knowledge stage.
Don’t let the wrong customers make your sales process a joke.
Some salespeople believe that everyone can be a potential customer, but that’s not always how it works.
When we try to convince people and companies to do business with us, we need to make sure they have a need to buy our product.
Otherwise, we are punching the point of a knife and wasting energy on those who have no potential, no money, and no urgency to buy.
Knowing who to offer our product to is 80% of the sales process. We must spend much more time selecting our target than trying to convince them that our solution is what they are after.
When prospecting and qualifying new customers, remember this: customers will only buy from you if you solve an urgent problem, or offer them a benefit they don’t get from their current suppliers.
It is on top of that that you must build your sales pitch and create the positioning of your solutions.
Remember that people move out of fear. They don’t want to lose money, they don’t want to lose customers, they don’t want to lose anything they’ve earned and have. And your solution needs to arouse that urgency in potential customers.
These 5 details define the characteristics of people who really want to buy, those who are just probing.
#1. Money, budget, budget, money
Some markets consist of people and companies who have no money. Sometimes the market itself is defined as a herd of people with no money to buy or invest.
Do you know if your potential customer can pay for your product? Or are they just speculating about what you do, or even studying your activities?
That said, it’s important to know that your sales team isn’t wasting time trying to sell to people who don’t have the ability to pay for what you do.
It is very important to use this to your advantage and eliminate those who cannot pay for what you sell. While many feel that this question is just a detail, the ability to pay for your product is revealing.
That doesn’t mean you can’t make money from your business, but know that it’s going to be hard to get money out of these people.
Obviously, it is often possible to convince companies or people to buy from you by facilitating the form of payment or giving some discount. But before giving in, think about whether this is the best solution.
It’s best to study to make sure the customer intends to buy you, money to pay for your service, or just wants to take your time.
Anyway, don’t think that just because some people can afford it, they will buy without thinking. That does not exist.
Does your prospect have money to buy from you?
#2. Sense of urgency
Urgency usually defines an immediate problem that needs to be resolved as quickly as possible.
This demonstrates that your customer is really interested in buying, or that he needs to buy soon, since he really needs the solution you offer to solve his problem.
For the sales team, urgency is the best sign. This demonstrates that we are really facing a potential buyer.
For this, if you want to ensure acceptance of your product in the easiest way, your product needs to deal with something that involves the following points:
- A great pain or inconvenience, loss of money or threat of losing important things.
- Desire for pleasure that borders on the irrational.
We know that fear of losing makes people act faster. Therefore, your customer will be much more likely to buy your product so as not to lose an existing customer than to acquire new customers.
Always remember this detail. It will help in the arguments when showing the benefits of the product to your customers.
Too much pain or too much pleasure: things that come too close to the jugular or pocket. Your company can always find money in these places. If you want to sell today, your problem needs to be urgent.
On the other hand, customer urgency is not always an issue. It is often a desire: he can’t wait to buy your product, which is a symbol of status and power, for example.
By remembering this, your sales team is able to stimulate these two points of urgency to make it easier for the customer to buy.
But it is always important to remember that the sales team can only reach this point if the customer has gone through the first step and is able to buy from you.
#3. The value proposition
If you’re just getting into the market, the big question is, “What great benefit will your customers have from buying from you?”
People will not buy from their sellers because they are polite and considerate. Sympathy may even be part of the decision-making process, but it will not be decisive.
Your customer will certainly stop buying from you if he doesn’t like you. But, he won’t buy from you simply because he liked you.
That’s why you need to make sure you know the reasons people buy.
What kind of business do they buy right away, without batting an eye? What benefits do your potential customers want that your competitors cannot meet?
To arrive at these answers, you need to develop your company’s unique value proposition. The unique value proposition is your only answer to these questions:
- What does your product do that no one else does?
- Why should customers buy from you over any other competitor?
- What guarantee can you offer that no one else can?
Your value proposition is extremely important. Know that one of your most important jobs is not just knowing the answers to these questions, but constantly improving the value of everything your company sells.
Do you know why your customers buy from you?
#4. Decision power
Many sellers miss a big sale trying to sell to people who won’t buy.
Because of this, it is very important to know if who you are approaching has the will, autonomy and ability to decide when hiring your services. On the other hand, even if the decision doesn’t pass through that person, you need to know how it impacts the decision.
For example: let’s say your company is organizing a congress for doctors and healthcare professionals and you want to reach as many doctors as possible.
But you can’t reach that audience. Your product is useful, the doctors have the money, and they would buy for the added value of your offer, and would love to increase their knowledge with the seminar.
However, it was impossible to reach the doctors’ mailing list with their direct mail. That’s because doctors have their employees and secretaries who sort the emails, filtering out matters of interest.
So, often, what would be a matter with a great sense of urgency for the doctor, does not make the least sense for their secretaries. Unfortunately, what you sell needs to have a sense of urgency for everyone involved.
It’s common for these people to drop your offer with a resounding no, but they can’t buy it.
The sales process is very focused on the ability of a certain intermediary to decide favorably for your product, but little is said about his ability to stop the purchase.
In the example above, a doctor’s secretary does not have the ability to buy of her own free will, but she can, simply by ignoring it, prevent her message from reaching those who should.
It’s important to know who is the person talking to you, or who is receiving your contacts.
So know if you’re selling to a person who needs a superior’s approval. Would you present a project to HR knowing that only the company’s vice president has the autonomy to decide on the matter?
But know that trying to find out what your interlocutor’s decision-making power is, whether to buy or not to buy, does not mean going over these people.
Even if the person who is negotiating with you does not have autonomy to decide on the purchase, treat them well and provide them with the correct information, will help you create powerful allies to sell your product to whoever decides.
By creating allies in your potential customer, you shorten the path to making the sale.
#5. Customer plans
This is the last step. If you’ve made it this far, you have a great chance of closing deals with your potential client.
You already know that your proposal fits your customer’s needs: he has an urgent need to buy your product, or he needs the status it adds, you already know the decision-making power of those involved and you already have internal allies.
If your service requires surgery by the customer, for example, it is very likely that he will not want to buy your offer, unless surgery is the most viable alternative.
Now make it easy for your product to fit into your customer’s routine. All you need to sell is to harmonize your efforts with the customer’s efforts: he needs to realize that your product fits their current challenge like a glove.
It’s no use fighting customer needs. All you have to do is paddle with him. Only then will you be able to sell.
By doing this, your product will be easily accepted and you are ready to help with their needs, quickly addressing their urgency and adding value status to your customers.
Making customers see your solution as the easiest to buy will help them decide in your favor.
Don’t be afraid to disqualify customers
The most important thing about these 5 items is that they will help your proposals be well received by customers.
Sales is primarily a disqualification process, not a process of convincing people.
Focus on your company’s ideal customer profile and don’t waste time prospecting those who don’t have the potential to buy from you. It is important to know the real potential of each person to actually buy from your company.
The important thing is not to have a sales team that is sympathetic to every customer, or to every potential customer.
What your company needs is a sales team focused on becoming empathetic to the customers that are part of your profile. Your product needs to look ideal for your company’s interesting customers.
Eliminate prospects who aren’t involved with your product or have a rush for the solution, and stick with people who care about what you do.
This will save you time and reach the right people who are ready to buy from you.
This is the best way to increase the efficiency and close rate of your sales team, always keeping your focus on those who really matter.