Everybody wants a guarantee that it will work. You do, I do, and so does everyone else.
Is this even realistic though? Absolutely not.
We all have to take a chance and jump in on whatever it is. You have to buy the new car. Upgrade the cell phone. Upgrade the software. Purchase the product. But the fear of it not being the right thing, or solving our problem, is always in our mind.
As a salesperson, your number one job is to sell certainty. Lets be honest though. We all know that there are no guarantees. We all know that if the buyer doesn’t use the product or use it correctly. They won’t get the benefit from the product. We all know that people will buy something, use it once or twice, and then tell everyone that it didn’t work.
So how do we sell certainty? Especially, when we know that the product is certain to work when used correctly, but we know that the consumer will not do it the way they should?
You have to set the expectations on the front end. You have to let the buyer know that for them to get the best benefit, they will have to use it the exact way you are telling them. You also have to let them know that you will hold them accountable to using the product the way you have suggested.
I can remember working for a company where we upgraded our CRM (Customer Relationship Manager system). This is a software application that helps sales teams manager their sales prospects and customers.
We purchased the product and then immediately tried to make that new product work exactly like our old one. We were constantly asking the software implementation team to change this or that to make a change to the new software to perform, and look like our old system. This went on for two years until we finally pulled the plug on our end, to stop trying to make the software work.
Who was at fault? Well, I can say we (the company) were partly at fault because we were constantly trying to make it look, act like, and perform like our old system. However, that is what people do. We hate change and when given the opportunity we will keep things like they are.
The fault lies with the software team that sold us the new CRM. They set the wrong expectations on the front end. First, they told us that all of these great things were available. And they may have been, but not early on. So they oversold. Secondly, they kept making the changes we asked for. Which slowly kept us doing the same things we had always done, and the only thing that was different was the system we were using.
Instead of selling us certainty that this new CRM software application was the right system. They actually did the opposite. By making all the changes we asked for. It further made the point that the new software was no different from our old one. And the more changes we made, the more uncertainty we had about the new system.
As a salesperson you have to sell certainty on the front end. You have to let the prospect know that you will be with them every step of the way to ensure they get maximum benefit from the purchase. You also have to be willing to hold them accountable after the purchase to following the prescribed way of using that product.
When you allow them to make changes and fall into a doing what they have always done, or not using the product at all. You as the salesperson, have to hold them accountable and follow-up with them to ensure they get maximum benefit from the product.
This is how you sell certainty in an uncertain world. This is how you overcome the doubt “Will it work”. You let the prospect know that you will make sure it works for them. This will eliminate the doubt.
To your success and your future.
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