Overcoming Sales Stereotypes
Most stereotypes in sales come from bad experiences where a sale is seen as a transaction rather than a transition to something better. A salesperson should focus on solving a problem for the customer instead of just trying to sell a product. A good example would be buying a new car. A customer comes in with a beat-up old car with poor safety technology and low gas mileage. A salesperson should ask questions to see what the customer is looking for and provide reasonable options in their price range. Communicating better safety such as reverse cameras, lane switching, and proximity alerts, and high mileage per gallon, to not only make them feel safer but also that they are saving money on each tank. Providing this information and not just attempting to sell them a brand new expensive car will greatly improve the chances of making a sale in this situation.
A salesman should mitigate poor manipulative sales techniques and understand the prospective customers’ needs by diagnosing the issue and building trust through listening 70 % of the time and talking the other 30%. Using open ended questions will unlock the customer’s true pain. The improved features and benefits of the new option should address the customers’ issues directly. Take your time and do not rush the conversation. Instead, make it an opportunity to educate customers on the industry, specific car companies’ reliability, or tests that will help inform the customer’s decision. This is a great way to empower the customer and move from the pushy stereotype. The last step and one of the most important is being truthful. Refrain from overhyping or exaggerating the car’s abilities and be honest with what it will bring to the table. This could mean talking about the downsides of the option, which could lead to searching elsewhere or for a different car. At the end of the day, this shows the customer you don’t just care about the sale and getting commission, but rather their overall return on this new investment. Buying a car is a big decision for many, so it is important to treat the situation with sincerity and care.