Features and Benefits

Using Benefits to Make the SAIL 😉

Discover how to link benefits to your product’s features so that your customer see the value. Watch the following short two minute training on features and benefits

 

Two Minute Training Series

If you don’t have much time and you want a little sales boost…check out 2 minute training!

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How to Present a Guarantee That Increases Results

How to Present a Guarantee

If you’re going to succeed in sales it’s important that your intended message is not contradicted by the hidden (or unintended) message behind the words you choose. One place you can really get tripped up is in presenting your product guarantee. Discover how to present a guarantee that increases results. 

On today’s show discover:

  • … the most effective way to present a product guarantee;
  • … how to avoid phrases that undermine your intended message;
  • … how to use the guarantee to help your customer feel more confident about their purchase;

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Why Have a Guarantee?

Product guarantees are sales tools and insurance policies that help the customer feel safer about making a buying decision. It’s a back up plan so they know they have nothing to worry about because you stand behind your product.

They can help skeptical customers because it’s one less thing to worry about. They are also very effective when you have an analytical buyer who wants to thoroughly investigate all aspects of the product before making their final decision. Since you have a guarantee, they can do that, in their home, and on their terms. They can feel comfortable putting the product through it’s paces. Ultimately, a product guarantee says that I’m so confident you’ll love the product I’m willing to let you try it and see for yourself.

Intended vs Unintended Message

All of this sounds great doesn’t it? So what’s the problem? Well, too often what we intend to say to our customer about the guarantee doesn’t match the hidden (or unintended) message behind the words we use to present it.

For example….you might hear a guarantee presented this way.

“….and it comes with a 30 day money back guarantee. So if it doesn’t work out for you, just return it and we’ll refund your money.”

The intended message is a good one…. “there is no need to worry because you’re covered.” However the unintended message is “it may not work for you, in fact that happens so much we have a 30 day money back guarantee. When it doesn’t work for you, you’ll need to return it and wait for us to refund your money.” Clearly the unintended message in this presentation is not going to lead to a sale.

Skeptical buyers are most likely going to assume it won’t work for them and analytical buyers may want to explore all the details about how to return it, and how your refunds work. Neither is a good outcome for you and your sale.

Aligned with the Intended Message

So how can we change the presentation so your intended message is received. First let’s look for “negative words and phrases in the previous example and replace those with more positive phrases. Here are the key phrases we’ll want to eliminate or replace… “doesn’t work out for you”, “return it”, “refund your money”.

Let’s try this….

“In fact, we’re so confident you’re going to love how Bob’s B Vitamins make you feel, we give you a 30 day guarantee so you can see the results for yourself.”

Much better! Let’s look at some of the positive words and phrases from this example. “Confident” “You’re going to love” “see the results for yourself”

Your communication of confidence will resonate with both Skeptical and Analytical buyers. Additionally, both will feel more positive about “seeing the results for themselves”.

Other Opportunities

While we’re really focusing on the guarantee in today’s episode you may find other opportunities in your sales presentation to rephrase your communication,  ensure it’s positive and inline with your intended message.

For example:

“Let me give you our customer service number in case you have any problems with your order.”

Why bring up problems with your order? Is that the only reason you have a customer service department? And who’s customer service department is it….it’s for your customer right?

So, let’s replace “our customer service” with  “your” customer service and get rid of the “problem with your order” phrase.

After a little modification it might sound more like this….

“Let me give you your customer service number. They are available to answer any questions you may have and we encourage you to call and let us know how well you’re doing with Bob’s B Vitamins. We love to hear about your success!”

Now it’s their customer service number, the team is available to answer questions and they LOVE to hear about your success! (because we know you’ll have success….we’re confident!)  (much more closely matches the intended message)

I challenge you to review your sales this week and look for opportunities to realign your communication with your intended message.  Whether it’s a more confident  guarantee presentation or positive phrasing elsewhere, improving your communication will impact your sales success.

Today’s One – Two Punch

Communicate Positively to Convert more Shoppers into Buyers

Ways to subscribe to The K.O. Sales Coach

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How to Make a First Impression that Boosts Sales

The Most Important Part of the Process

If you had to choose one part of the sales process to identify as the most important part what would you choose? Asking for the sale? Overcoming the objection? Discovering the customer’s needs and wants? If I had to select just one as the most important part I would say it’s customer greeting. Learning how to make a first impression that’s positive can boost your sales!  

On today’s show discover:

  • …why the first 45 seconds of your customer interaction is crucial for your sales success;
  • … why, when you’re with a customer it’s always “SHOW TIME”;
  • …and how to make a first impression that boosts sales.

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The First 45 Seconds

45 seconds for a first impressionDid you know as a human being you are capable of making snap judgments about others based solely on how they say “hello”? It’s true! In fact it takes just a fraction of a second to decide if someone is trustworthy or should be avoided.

Researchers at the University of Glasgow in Scotland recorded 64 different people reading a paragraph that included the word “hello.” They then extracted just the word hello and had another group share their impressions simply by listening to the recording.

They found that the participants largely agreed on which voice matched which personality trait. It wasn’t important whether the trait was true or not, it was more interesting to see consensus among the group. It demonstrated how people formulate opinions about others quickly from something as simple as the way they say hello.

You know all good sales are based on trust and value. Customers need to trust you, your product and your company in order to buy.

The first 45 seconds of your interaction with your customer is critical because they are going to make snap judgments about you and whether they feel they can trust you.  They’ll judge your level of education and whether or not you like your job. They’ll decide if you’re confident and if you know what you’re talking about. They’ll do all of that within the first few seconds of your conversation.

Making a great first impression doesn’t guarantee a sale but a sale is more likely when a customer forms a positive opinion of you up front. In fact, a first impression can be really hard if not impossible to reverse…perhaps that’s why they say you never get a second chance to make a first impression.

It’s Show Time

first impression it's show timeBut what about those times when you’re having a really bad day, can that impact the impression you make on your customer? Yes, it can, if you let it…. but you’re in control of the impression you make.

In every profession, whether you’re a doctor, a lawyer, a teacher or a salesperson when you’re connecting with your customer, “it’s showtime”. Show time just means that it’s time to be at your best. It doesn’t mean to be fake or insincere but it does mean that no matter what kind of day you’re having, your customer still deserves your best.

If you stepped in a muddle puddle on your way to work, or you spilled coffee on your favorite shirt you need to put it behind you so it doesn’t affect the way you greet your customer. It’s show time and time for you to make a great first impression.

You know greeting and first impressions are so important that even some REALLY BIG national stores hire people to do nothing but make sure the customer has a great first impression. Why? They know a happy shopper, who has a positive first impression, is more likely to buy.

How to Make a First Impression

It’s really easy and it should be very natural for you. With that said there are some key elements that are important in making a great first impression so let’s review those quickly.

Be Yourself

People can tell when someone is being phony. You know like that DJ voice some people like to use. You guessed it, if you seem phony the customer will not find you trustworthy and you’ll be off on a bad foot. Instead, be yourself and…

Be Sincere

When you’re sincere it shows through. When you say thank you for calling really mean it; after-all they didn’t have to call and since you can’t do your job unless they do…you should be thankful, right?

Present Yourself Professionally

You’re a professional salesperson and you should come across that way.

  • Use professional language,
  • Give all of your attention to your customer
  • Give them your name before you ask for theirs and…

Smile

Whether you do sales in person or on the phone a smile changes the tone of your voice and makes you sound more warm and inviting. People would rather talk to happy people than grumpy people.

Be Positive

Avoid talking negatively about other products, people or companies. Remember, your customer is looking for reasons to buy from you. They’re not interested in reasons why they shouldn’t buy from someone else! So instead of bashing the other guy…offer compelling evidence about your product’s unique selling points.

Be Confident

Another key component of a memorable first impression is confidence. When you project confidence customers take note and formulate a higher opinion of you and your ability to help them.  You know the product, the offers, and the sales process, you’re a trained professional, you have everything you need to be confident.

Be Enthusiastic

If there is one thing that all great salespeople have it’s enthusiasm. When you’re enthusiastic about meeting a new customer and helping them solve a problem it makes a tremendous first impression.

Ralph Waldo Emerson Said:

“Enthusiasm is one of the most powerful engines of success. When you do a thing, do it with your might. Put your whole soul into it. Stamp it with your own personality. Be active, be energetic, be enthusiastic and faithful, and you will accomplish your objective. Nothing great was ever achieved without enthusiasm.”

Today’s One Two Punch

Make a Great First Impression and Make More Sales

Ways to subscribe to The K.O. Sales Coach

If you liked this episode please head on over to iTunes and kindly leave us a rating, a review and subscribe!

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The Sales Process – Proven Steps to Success

WHAT IS THE SALES PROCESS?
The sales process describes a systematic and repeatable approach to selling a product or service.

While there are numerous reasons for having a well-thought-out sales process a few include:

  • seller and buyer risk management,
  • standardized customer experience during the sales interaction, and
  • scale-able revenue generation and
  • more consistent and repeatable success.

Approaching sales from a “process” point of view offers an opportunity to use design and improvement tools to further enhance the success of sales efforts. Tools like:

  • Scripts
  • Offers
  • Packages
  • Specials and promotions

The Sales Process is defined by five major steps, each with a specific goal that leads to a positive outcome.

THE STEPS:
C customer greeting  – Goal: make a great 1st impression and being to establish rapport

L listen to needs  – Goal: discover your customer’s needs and hot buttons (or the emotional reasons they want to resolve their primary need)

O offer benefits  – Goal: build value in the product by communicating personalized benefits.

S seize the sale  – Goal: Be assumtie and ask for the sale

E end with extras  – Goal: Maximize your opportunity and ensure your customer has everything they need by offering additional products and services.

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Who Should You Sell To?

Selling Through The Middle Man

It happens all the time you end up talking to someone other than the person who needs the product and it seems to end with “I’ll talk with them and get back to you.” If only there was a better way to handle that situation…well as you may have guessed, there is!

On today’s show discover:

  • …how to more effectively build value when you’re talking to the “middle man;
  • …how to uncover emotional hot buttons that have impact;
  • …and how to sell more when someone’s calling or shopping for someone else.
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I’m Calling for Someone Else

Have you ever heard this before?

“I’m calling for my husband” “I heard the ad and wanted to find out more about it for my sister”

In sales, this happens all the time. You find yourself talking to someone other than the person who will be using your product. It’s usually the wife, husband, mother, father, daughter, son or friend…some nice person who is doing the leg work and gathering information.

Problem is, this doesn’t fit the sales process. How are you supposed to sell to someone who isn’t there?

If you’ve tried to sell through one person to another you know how hard it is!

The phone rings, you pick it up and greet a customer named Fred. Before long you find out he’s calling for his wife Wilma. So you work with Fred to find out what Wilma needs but it’s hard because you’re not talking with her directly. (and he doesn’t seem to have all the answers)

You paint the best picture you can, but it doesn’t really seem to resonate with him. You go for the close and Fred says “ well that sounds good….I’ll talk it over with Wilma and get back to you.”

BUMMER…lost another one.

You’ve seen top salespeople close these calls so you know it’s possible but what exactly do they do? If you asked them they would tell you  “sell to the person you’re talking to.” In other words they don’t try to sell to Wilma, they sell to Fred.

I know, you’re thinking “well sure if Fred wants to use the product too it’s easy but what if he doesn’t need the product?” No problem, you still sell to Fred….here’s how it works.
You greet Fred and build rapport, as always, and at some point he tells you he’s calling for Wilma. You start asking probing questions to understand Wilma’s needs. So far, the process is the same as always. However, when you start exploring hot buttons you shift your attention to Fred.

Why switch to Fred? Because in-order to make the sale you need to build value and to do it so it’s meaningful for Fred you need his hot buttons. So, you work to understand, on an emotional level, why he wants to help.

Imagine that Fred’s calling because your product might help reduce the pain Wilma has in her back. You might ask Fred how long it’s been a problem for her, what else has she tried, does it seem to be getting worse or better, so you have a better idea of what’s going on with Wilma.
But then as you transition to uncover hot buttons you ask Fred,

“How do you feel when see Wilma suffering with this pain, how would it make you feel if you could do something to take her pain away, how has this pain been affecting you Fred?”

Now you’re uncovering powerful emotional hot buttons and you’re bringing Fred into the sales process.When you build value it has meaning for him.

…“Just imagine seeing Wilma smile again, knowing she feels better, she isn’t in pain and you helped her. Best of all you can go out dancing again like you used to when you first met, she will be so thrilled. Helping her get her life back, is really what’s most important to you isn’t it Fred?”

In the end, you’re helping Fred make a good decision so Wilma can feel better and you made it happen by selling to the person you’re talking to.

Today’s One Two Punch:

Sell to the person you’re talking to, and make more sales

Ways to subscribe to The K.O. Sales Coach

If you liked this episode please head on over to iTunes and kindly leave us a rating, a review and subscribe!

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