No Hype Selling
Often in selling we focus on what we want to accomplish, and not on the customer and their needs – both business and personal. Taking time to prepare for a call with these three steps will help you bond with your customers, without relying on hype.
- Make a personal connection. Leverage the information that’s available through online and industry association resources. Many c-store industry associations maintain bio information on their members. Knowing that a prospect serves on the board of NACS or SIGMA can be a great conversation starter.
- Tell a story. Don’t make a pitch, but rather use the problem, solution and results format. We all want to be able to relate to a proposal. Using examples of how a convenience store owner similar to a current prospect made an investment in new gas pumps and grew their sales or site traffic helps paint a different picture than saying you need new pumps.
- How are you different – and how is your solution better for the customer? Many presentations focus on the features of a product, not the benefits. One of the most used examples of this is how to sell a drill bit. The reason a person buys a drill and drill bit isn’t to make a hole, nor is it to hang a picture. They buy the product to improve their living space or to make their partner happy. Sure, it’s drilling a hole, but the end result is a lot different. Are you selling holes, pictures or happiness?
To learn more, this story from Impact Branding provides some more selling tips.
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