ebernick Prospects won’t buy if they lack confidence in you or your product. Buyer confidence must be established and reconfirmed in all phases of the selling process. Obviously the sooner you establish confidence in the selling process, the easier it will be to move on to the next stage of the sale.
Each situation calls for different types of confidence-building ideas:
IN A NETWORKING SITUATION: If you only have time for one statement, make reference to your product/service being used by a well-known, reputable company. “We were very fortunate to be awarded the Pest Control contract from Nampak. They selected us from among seven other tenders.” This begins the process of making the prospect feel confident in you.
ON THE PHONE: Establish confidence by focusing on one topic only. Just sell the appointment. For example, “I believe we can help you get the sales training and achieve the targets you need to generate meaningful growth in your organisation. We just completed a similar project for Acme Projects that used the same curriculum. Let me e-mail you a copy of a letter we received from them after the training was completed. I’d like to set up brief appointment at your office to be certain this curriculum fits your needs exactly.” Your objective is to establish enough confidence to get an appointment – not make a sale.
You can enhance your ability to create buyer confidence by generating enthusiasm for your own product or service. If you have personally used it and enjoyed its benefits, your emotional connection to the benefits derived will be very powerful, and should come through in your words and body language. Use strong, powerful, emotional and colourful expressions to describe your own experience when using the product or service, i.e. if you are selling a carpet cleaning service:
“My team recently did a deep clean of my carpets at home and I was delighted at the result! My carpets look almost brand new, and they feel so fresh and clean. I have no doubt that they are also much healthier for my family!”
If you continue to improve your skill of creating buyer confidence in yourself and your product, it will show in your increased sales!
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