Help her to buy it.

 Help her to buy it.

Now that you know what the customer is looking for and why, its just a matter of showing customer the options that you have. Which leads to explaining your customer the features of the product and what it can do or in simple words giving the customer the information about the product. Below is an example

This shoe has an antibacterial insole, hard rubber out sole, shoe string and Velcro, … , … …b Blah Blah Blah and the customer already starts looking at another shoe, or is disconnected and is think how do I get out of this place. (this is not what an salesperson needs)

Demonstration/presentation is a very important step in the sales process, it is the process wherein you as in individual has the power create / increase the value of a product in eyes of a customer and reduce the importance of price, hence maximize sales performance.

Value here is the sum total of benefits a customer can get from a specific product.

When we work on demonstration it's a chance that we have to make the most out of a sale, hence the 2 relevant goals of demonstration is establishing value in the mind of a customer and to create a desire in the mind of customer to own the merchandise.

To begin, a demonstration, you have to engage the customer into the demonstration, as this helps create an emotional commitment to own the merchandise. Remember seeing touching feeling is believing. To engage the customer, you need to prepare him by setting her up for anticipation and excitement. For e.g.: “We have just received the perfect gift for your wife. Comes lets have a look” this sentence with use of words such as your "wife create" a sense of belonging and since the product is not front of the eyes of the customer, the words "perfect and come lets have a look" creates the anticipation and excitement as the customer thinks that yes this could be the gift that I am going to gift her tonight. However it is important the make sure that this is done smartly using only generic information so that you have something to talk about when you are actually showing the merchandise to the customer.

During demonstration as we see the example in the beginning, the sales person only talk about the features without making any sense, as a salesperson you have to define every feature, give its advantage and benefit. E.g.: "shoe is black in color, which is a very neutral color, it matches with all dresses. You would certainly want these when you are not sure which shoes to wear." Now to analyze the example, black color is the feature, neutral color is an advantage and it matching with all dresses is a benefit of the feature and advantage and last part the example reinforces the idea into her mind that she has to have it.

Now you see that you have done a fabulous job demonstrating the shoe to her and you know that she likes it but as a salesperson you have to sell, this is where a concept called trial close comes into picture.

We will talk more in detail about trial close in our next post.

Until then happy selling.

I hope the above post was insightful and of value to you, if it is so then I encourage you to share this. And if you have any comments I will be happy.

Incase you missed out on my previous posts you can read them here.

Photo Credit Berta Devant /Flickr