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buying Archives - Tadpole Training

selling the unfamilar

How to sell the unfamiliar (or “there is a reason people are afraid to buy”)

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How to sell the unfamiliar.

Research shows that customers are unlikely to choose an unfamiliar brand over one they know and recognise – even if there are clear or obvious shortcomings with the known brand. That can even extend to using a dangerous brand. In a fascinating article in The Harvard Business Review, it is explained thus:

Consumers in a recent study believed that airlines whose names they recognized were safer than unrecognized carriers. On the whole, this belief persisted even after participants learned that the known airlines had poor reputations, poor safety records, and were based in undeveloped countries. In other words, a lack of recognition was more powerful than three simultaneous risk factors.

There is a name for this interesting behaviour; Neophobia.

Wikipedia defines it like this:

“Neophobia is the fear of anything new, especially a persistent and abnormal fear. In its milder form, it can manifest as the unwillingness to try new things or break from routine. In the context of children the term is generally used to indicate a tendency to reject unknown or novel foods.”

So what has this got to do with sales?

Well, simply put, if your customers don’t recognise you or your brand, then you could face a harder sale. Let’s look at the airline example again. Even if the known brand:

  • had a poor reputation
  • a poor saftey record
  • was from a undeveloped country

Customers were more likely to use them. Now it doesn’t seem logical does it?

So let’s explore some practical things you can do if you are not as well known as your competition:

Do a comparison

Literally list, side by side all your features and benefits compared to theirs. This is useful for the customer, who, let’s face it, is probably not aware of what you can offer. It makes it easier for them to make a decision

Take the Long Term View

If the potential client doesn’t know you, then they are unlikely to just drop everything and go with your offering. This is where, as a salesperson, you should keep in touch, follow up, send samples, share reviews and make the unfamiliar much more familiar. Make sure you involve all the key decision-makers and stakeholders too, otherwise you will be back to square one. Remember that (depending on your industry) you may need to ‘touch’ your prospects at least 10 times before they are ready to buy. This figure could be higher if you are completely unknown. Check out this post on following up

Build Trust

If you say you will do something, then do it. If you can prove a great statistic, do it. Have fabulous customer reviews ready.This blog will help you: Are you using the power of case studies in your business If it fits your offering, can the customer ‘try before they buy’? Do all you can to show that you can deliver.

So don’t let neophobia stop you getting the sale!

Happy selling.

Come and have a chat about how we can grow your sales. Here’s a link to my calendar

Why you need to understand procurement professionals better

By | customers, sales tips, Training | No Comments

Why you need to understand procurement professionals better.


Have you ever really sat down and thought about some of the pressures your customers are facing, particularly if a key part of their job involves the procurement function? Come to that, do you treat them like proper human beings or just ‘problems’ to be overcome or sold to?

 

If you don’t, not only are you being unprofessional, but you are genuinely missing out on sales opportunities. Put yourself in their shoes for a moment – and see how you, if you were buying, would like some of these scenarios:

 

1. Day after day you meet with salespeople who range from wonderful to downright obnoxious.

Unfortunately, many salespeople have egos the size of a small country and think you are just some sort of obstacle to be ‘got round’. So you have to spend your working day talking to arrogant, self-centred and just plain unpleasant people. And that’s not taking into account Read More

Are you talking yourself out of a sale?

By | entrepreneurs, sales tips, Uncategorized | No Comments

Are you talking yourself out of a sale?Don't talk yourself out of a sale
Michael ran a design business and believed passionately in what he did. He was versatile and so had a good base of potential clients. However, because he was foremost an artist, he struggled with the business transaction side of his work, much preferring to discuss the design and creative elements.

When a potential client was interested in engaging him, he would talk passionately and with knowledge about what was required, taking trouble to understand the requirements of the project. Although he never seemed to directly ask for the work, he often got jobs because he was so clearly a good fit and because people loved his enthusiasm and his obvious skill.

One day he did just this – he met a potential client, who liked him and his work and the project was his!

Michael should have concluded the deal, shaken hands and arranged the start of the job right then. Instead, because he couldn’t quite believe his luck, Michael continued to talk about design, previous clients, his working techniques and anything he could think of. It was during this nervous chatter, that he revealed a previous job he had worked on. His new client was familiar with it (he was in the same industry) and it turned out that he didn’t think much of the final result. To make matters worse, he knew the person who had been in charge of the project and had heard from her that the designer had been difficult to work with – rather too fussy and had missed some important deadlines.

The new client quietly made his excuses and left. Michael never heard from him again.

A hard lesson was learned. 

If you find yourself in a similar situation, there are some simple things you can do:

Once the customer has definitely confirmed they want to buy, then stop talking and deal with the practicalities

In other words, sort out the payments, the order form, the invoice or whatever, and conclude the transaction.

Don’t try and fill the silence

It is human nature to try and fill uncomfortable silences with words, especially if you are nervous. Resist the urge. If you must talk about something, revert to small talk – the weather, the traffic, anything harmless and uncontroversial.

Your customer doesn’t need to know everything

If your customer has decided to buy on the basis of what you have told them already, then they don’t need to know the other 101 features of your product or service. Everyone is slightly different and what matters to one person may not matter to another, so trust that you have said enough.

It can be hard to get customers to say ‘yes’ in the first place. Don’t do all the hard work and end up losing the sale once you’ve won it.

 

Janet is based in Enfield, north London and trains small businesses and entrepreneurs how to sell more. She has recently reached the final of the Institute of Sales and Marketing Management’s national awards (BESMA 2016) in the category of Sales Trainer of the Year.

If you enjoyed this article and you would like to receive a free download: Janet’s 8 Proven Sales Tips, please click on this link now.
Click Here for 8 Proven Sales Tips

Are your customers thirsty enough?

By | customers, sales tips, Uncategorized | No Comments

The Parable of The Young SalesmanSales training - great poster

I recently saw this terrific Oasis advertisement and it reminded me of the following Parable:

A young Salesperson was disappointed. He had lost an important sale. In discussing the matter with the Sales Manager, the young man shrugged. “I guess,” he said “it just proves you can lead a horse to water, but you can not make him drink.” “Son,” said the Sales Manager, “let me give you a piece of advice: your job is not to make him drink. It’s to make him thirsty.”

I reproduce this lovely little parable because it sums up what selling really is and what it absolutely isn’t.

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