Selling Is Really Helping Others to Buy

James J. Malski is the President and Founder of ActionCOACH Business Coaching based in Westport, CT.

You’ve listened carefully to what the customer said. You understand what he wants. Your products and/or services match his needs perfectly.

So far, so good.

However, there’s still an all-important bit of work to do to make the sale. You need to create the desire to buy by getting the customer to see the superior benefits you offer.

People retain 20 percent of what they hear, 50 percent of what they see and up to 90 percent of what they touch. So tailor what you say to match the customer’s needs and wants so that even if he only remembers 20 percent it might be enough to persuade him to buy.

If possible, visibly demonstrate the benefits of your product or service. In sales at least, the old adage is true, seeing is believing. Better still, put the benefits in the customer’s hands so he can feel them. Whether talking, showing or handling, always emphasize what’s in it for the buyer – especially emotionally. Little else really matters to the customer.

Suppose what you sell is intangible? What if you are a doctor, accountant, lawyer, dentist, veterinarian or consultant and what you do is difficult or impossible for a prospect to see and feel. Then to a great extent you are the product.