The number of marketers using hype to sell is incredibly high. They are all over the place – from email and SMS to Facebook and even more so offline. The reason for this is that many business people believe that selling hype works, which is not true at all. If you are using this approach today, then it costs you more money than you know.
First selling hype attracts the wrong type of customers. If your product involves your prospect having to do anything to get a result, hype can stop you dead in your tracks and opens you up for a lawsuit. Second, great customers do not like that type of selling. When you excite your prospect with pitches, blaring ads, daily email offers, and pop-ads on your website, you detract them from buying experience and encourage them to tune out.
So how can you avoid such a recipe for disaster when selling?
Know Your Product’s Risk-Reward Ratio
Ensuring that you have an intuitive understanding of your product’s risk-reward ratio can make your sales pitch realistic. If you are selling gym membership, for example, a potential customer might think of risks such as they will never get the good equipment at the time they come or be locked into an extended contract that they cannot get out of.
These risks play in the mind of your customer – especially the introvert ones – so you must be ready to overcome them by focusing on the outcome of using your product or service. Using the same example above, you can negate your product’s risk by emphasising how the gym membership works– with all the high-tech equipment and top-notch instructions – this will help them become a better version of themselves.
The point is, you need to know the thought process that your customers’ go through before purchasing your product or service, then ensure that you can address any risks they might have in mind by stating the facts about features. Mention awards and citations products have won, providing they have been granted by recognised authorities in a certain industry. With in-depth knowledge of the product, the hype is easy to avoid during sales.
Focus on Helping Your Prospect Win
As we discussed in our previous post, sales are about finding the prospect’s problem and solving it. While not all issues can be identified quickly – part of this ties back to having the technical and product knowledge, most of it comes down to asking the right questions that will lead to the correct identification of the problem that needs to be solved.
If you are motivated by helping your prospects win, then you will always be the winner. If you focus on the outcomes you help them achieve their goals; you will win too. To avoid hype when selling, you constantly need to cultivate win-win situations.
Practice Detachment from the Outcome of the Sales
People do business with people they know, like, and trust. Therefore, it is important to be detached from the outcome. The typical salesperson is focused on competition, closing, and commission. If you detach yourself from the need to “close”, the other person will know you have their best interest at heart. They will trust you. Moreover, when they trust you, they will know that taking the action you want them to take is in their best interest, not yours.
These are just some of the tips that you should consider following to avoid the hype when selling. If you want to learn more about our Executive Management and Sales Training program, just send an email to firstname.lastname@example.org or give us a call at 1300 833 574.
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