Are You Talking Your Customers Out of Buying?

Are you talking your customers out of the sale? Or, maybe settling for less than you could?

Did you know that your buying strategy tends to be your selling strategy? And that your customers don’t buy the way that you do? (Which means that your selling strategy will be wrong for most of your customers.) Let’s look at some of the buying strategies you might have and see how they can affect your sales.

Low-price strategy
If you buy at Wal-Mart (low price), you will expect your prospective customers to be price sensitive and will try to cut them deals… even if they aren’t asking for them.

“So that’s the program. What do you think?”
“I don’t know….”
“I realize that it may be a stretch for your budget, so let me tell you what I can do. For a limited time, I have a special deal I can offer…. Are you a veteran?”
“No.”
“Do you have a veteran in your family?”
“No.”
“Hmm. Well, do you know a veteran?”
“I don’t think so.”
“Surely you know someone who has served in the military at some time.”
“I guess I do.”
“Then you qualify for the special veterans discount….”

(By the way, the above example is taken from a real-life sales presentation that was made to me. This really happens.)

Many people equate low price with poor quality. Some people are willing to accept that trade-off. Others will simply look elsewhere. Do you REALLY want to be known as the low-cost (and implied low-quality) leader?

Comparison shopping
If you like to compare and analyze things before you buy, you will expect your customers to do the same… and even encourage them to. This may not be in either your or THEIR best interest.

“Quick, I need something to stop this charging bear.”
“Well, we have a nice selections of guns, bear spray, and this dandy trap. Of course, the guy on the other side of town has a slightly different selection. You may want to see what he is offering, too. I am sure that between us, you can find just the right tool for the job. If you have any questions about them, just be sure and ask. If I don’t know the answer, we’ll look it up and make sure you get the tool that’s just right for you. And, whichever item you select, whether from me or from him, I want you to know that you are welcome back in here, any time.”
“Help!!”
“Leaving so soon? We’ll be here for you if have any questions.”

Sometimes, the “good enough” solution is good enough. And urgency can mean there isn’t time to analyze all the options and pick the ideal one. Almost always, an adequate solution in time is MUCH better than the perfect one later (too late.)

Impulse buying
If you are an impulse buyer (“ooh, that looks interesting and helpful… I’ll take it”), you will try to sell that way, too. That will work if your potential buyer is an impulse buyer, too, but will come across in unintended ways as you try to make your product (or service) bright, shiny, and the must-have solution for their problem.

“This little beauty slices, dices, purees… end even cleans up the kitchen.”
“That’s really nice but I’m not really looking for that.”
“Well, did I tell you that it ALSO can clean up the garage and give you better gas mileage? But wait!… There’s more! It can also help you with your make-up AND mow your back yard.”

You don’t need to be the two minute infomercial, the “wait, there’s more” product, or the “how can you live without this” product. This kind of strategy only works if you can get in front of a LOT of impulse buyers… inexpensively… over and over.

Sleep on it strategy
If you are the kind who needs to sleep on a decision, you are going to project that style onto your buyers.

“So that’s the product. It’s the best one out there and I know you’ll be happy with it.”
“Hmm. It does seem to be quite good.”
“I realize that this is a big decision and that you’ll probably want to sleep on it.”
“Sleep on it? I don’t know. It doesn’t seem like all that big a decision….”
“Sure it doesn’t. Right now. But if you’re anything like me, you’ll want to make sure you are doing the right thing and won’t want any buyer’s remorse. I totally understand if you need to sleep on it. In fact, I can put all the paperwork on hold until tomorrow.”
“Okay. Maybe you’re right. I’ll sleep on it and see what it looks like in the morning.”

Unless the buyer really is a “need to sleep on it” person, they won’t have buyer’s remorse from working with you… because they won’t be buying from you.

These are not the only buying styles that people have, but they are quite common ones… and ones that often mean lost sales for the business owner.

What does all this mean for you, specifically? It means that in order to have more sales, you have to adjust your selling style to your customer… and their buying style. And that means paying attention to them, finding out what they really need and want, and determining if you have a good fit for them. Then, when you have something that is a good fit for them, paying attention again to how they need to buy… and then honoring that, even if it isn’t the way you like to buy.

Remember: it is not about you. It is never about you. It is always about the customer.

Need help figuring out how to match your style to your customer… and then making it happen successfully? Unsurprisingly, that’s just what I help my clients do. Connect with me and let’s explore your best way to master the art of helping people profitably.

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