Marketing
How to Turn Browsers Into Buyersby Anita Sirianni
Getting customers to "yes!" is the intention of every sales rep on the planet! Yet, we recognize there are right ways and wrong ways to motivate or manipulate customers into the sale. In the last edition of REPertoire we described the decision to buy as a process or the specific stages the customers go through while considering your offering. We shared practical ways you can help the customer with their decision.
If we can influence how buyers buy—can we also expedite the speed or rate at which a decision is made? In short, the answer is Yes! Yet, your experience may remind you—there are also right and wrong ways to expedite the sale.
To move the sales process along, it is logical to push a little harder or hang in there with a little extra persistence. But, such pressure will only slow your progress. When sales people push—customers pull-pull away!
In order to get prospects to "yes!" faster and preserve a professional relationship, it is helpful to understand the five factors that influence the rate in which buying decisions are made.
The first factor is Relative Advantage or the degree to which your offer appears superior to their current product or service. Customers will buy sooner than later when they understand how your offering will improve their current condition. Selling benefits instead of features will expedite the sales process because it helps prospects understand the relative advantages involved in owning your product. You can put the power of Relative Advantage to work in your sales presentations by answering:
"How is this better than other products or services?"
Compatibility is another factor that influences how quickly customers buy. It isthe degree to which your product or service fits the values and experiences of the buyer. You can expedite the sales process by asking about specific customer experiences and expectations related to your offering. Be sure to demonstrate your product's compatibility by answering these customer questions:
"What's in it for me?" or "How will this work for our office?"
As sales representatives, we sometimes shoot ourselves in the foot by describing every detail of our offer. Keep in mind, confused customers don't buy!
Complexity is the degree to which a product is difficult to understand or use. It is another factor that will influence when buyers buy. Customers want to know:
"How much trouble will this be to operate?"
The better you can demonstrate your products ease of use or get the prospect to successfully use it—the sooner you will earn an order.
Divisibility is the degree to which your offer may be tried and is another factor in the rate in which something is purchased. The success of trial offers, samples and demonstrations are all testimony to how important Divisibility is in influencing a buying decision. Giving customers a chance to use your product will accelerate the decision more than all others.
Finally, Communicability ishow clearly your customers can observe or describe the results of your product to others. This factor answers: How well will this fit into our current procedure, or methods of reporting? As a rep, you can hasten buying decisions by making sure prospects clearly understand the results and benefits of your offering.
Moving customers from being completely unaware of your offer to buying is a matter of strategy and skill. Apply these ideas and watch more of your accounts move from Browsers to Buyers in record time!
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Anita Sirianni is a professional writer, speaker, and “sales coach” in high demand. She is the president of ANSIR International and can be reached at 800-471-2619. Her web-site is www.AnitaSirianni.com
