Just because you are talking to customers and telling them about your business, your company, your products, etc., doesn’t mean you are selling them. Here are the 4 key things to keep in mind when selling your customers – whether you are speaking, writing content on your website, creating a promotional product, or designing a brochure.
Remember to S.P.I.N.
- Situation: Finding out the basic facts about the existing situation that your customers are going through. And, establish a relationship based upon this. If you go the extra mile to research, you will excite your customers with the value you are providing, and you are connecting. And, people buy from those they like!
- Problem: Ask your customers (potential customers) about problems, difficulties, and challenges that they might be facing. People buy when they have needs and wants. And needs almost always start with some type of problem they are facing. Follow-up with questions to identify, clarify, and expand your buyer’s needs. Tell your customer how your product/service solves their problem.
- Implication: Understanding the consequences and impacts of the situation and problems that your customers face transforms their needs to “must haves.” It builds the significance and seriousness of the problems – large enough to justify action. You are talking and building a relationship with your customers so they justify buying your product.
- Need Payoff: Checking and assessing the value and usefulness of a solution in a positive manner and develop the buyer’s desire for a solution. It will move the discussion toward action, commitment, and the purchase! Your customer wants to see the payoff from using your product/service. Show them! Tell them! Use emotion so they can feel it!
Keith Froehling
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