Most sales people have been taught how to qualify a customer. What too few seem to realize is that the customer is busy qualifying them, as well. As a product presentation is made, they are forming a perception of not only what is being said, but also how it is being said. They are judging not only the merits of your product, but of placing their trust in you. They are asking themselves whether this person truly cares about me and my unique situation. Why is he so busy providing answers that he didn’t even hear my questions? What are the chances that he would even recognize me on the street a week from now?
Elite sales professionals understand that a customer walks into a store asking one question only – “what’s in this for me?” They really don’t care how a product works. They simply want to know how it will bring them enjoyment. They don’t care how busy your staff may be. They just want assurance that their order will be delivered as promised. They aren’t overly impressed that your firm may have been in business for many years. They perceive that as history. They just want assurance that the current staff is capable of quality performance. And, believe it or not, they are not always looking for the cheapest price. They are primarily concerned that they receive full value for their investment.
Always remember – it’s never about what you think. It’s always about how the customer feels. She is only concerned about herself. She should be. After all, it’s her money! The pros that understand this will make their presentations customer focused and achieve great sales success. The rest will continue to blame the customer for making a flawed decision when she elects to spend her money elsewhere.
Tom Jennings
