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When selling products or services, good attitudes often allow you to succeed. Here are some points to refine to sell more and better.
Work on your value proposition
Whether you want to sell your services or products, one of the essential points in a competitive market is to know your offer well and differentiate it from others. “ Ask yourself why your prospect should choose you over someone else. What will he do on a daily basis with what you sell him? What more will it bring him? », suggests Guillermo Di Bisotto, consultant and trainer in business development and marketing, author of “ Questions for a Sales Champion » (Eyrolles editions). You must make people want to work or do business with you.
Observe your strengths and weaknesses as well as those of the competition and seek to differentiate yourself from them to create a unique value proposition. To make your value proposition, list all the characteristics of your offer and associate each with a “ relief » of a frustration that the ideal target customer will feel. For example: Pre-qualified technical profiles: “ our candidates were rigorously interviewed on a technical level. This allows you to save one hour of interview time per profile “.
Showing empathy
The idea is to detach yourself from your product to listen to your prospect, their problem and to perceive the situation through their point of view. Draw on the daily lives of the people you are speaking to to understand them better and to show empathy. What repetitive tasks do they have to perform? What are their frustrations? What are they doing ? How ? How much does it cost them?
Guillermo Di Bisotto also recommends paying attention to weak signs in the interaction, topics on which the prospect seems resigned, to see their most obvious frustration. “ Forget mind reading, you’re less of a mentalist than you’d like to believe! Test. If you have taken care to integrate psychographic data (emotions and moral values among others) into the definition of your avatar, you should have validation in the form of “actually, that’s my daily life!” » », assures the consultant.
Target people in real demand
A product or service is more likely to sell if it meets a real need, a problem encountered by the potential buyer. “ A recruitment manager, for example, may have difficulty finding the right profile and spend a lot of time there. If you sell him a tool that meets this need, he will be able to use his time differently », underlines Guillermo Di Bisotto. It is better to address the most ” desperate “. They are the ones who have the most urgent need and who will be able to assess the hidden cost of doing nothing!
Test your price to adjust it
The question of price is important. This involves finding a price that is consistent with the cost price of the product or service. But also the added value it will bring to the customer. A higher price won’t necessarily scare away the prospect if they’re convinced they need what you’re selling. And of course, it will improve your daily life. To determine your selling price, Guillermo Di Bisotto recommends evaluating this price within the framework of a commercial relationship of trust already established with a customer. “ Of course, we can look at the prices charged by the competition but we should not rely solely on them because that would mean that we are offering the same thing. The price must correlate with the value the customer will perceive from it,” he says.
You can tell him the price at which you plan to market your offer and ask him what he thinks. “ At the beginning, we go a bit by trial and error, but through A/B testing, we manage to find what seems best for everyone. », explains Guillermo Di Bisotto. Its latest offer was priced this way:
- Discussion on initial pricing for a new client,
- Comparison with a competitor at €80 excluding tax/month,
- Argument on added value, mentioning Artificial Intelligence to comprehensively structure the client’s database and absence of usage limits,
- Comparison to an outsourced HR service at a cost of around €1000 excluding tax/month.
- Suggestion of €300 excluding tax/month, negotiation concluded at €200 excluding tax/month.
Anticipate objections
Beware of the hidden meaning of objections. Guillermo Di Bisotto also wrote “ Where do we sign? The art of handling objections » (ed. Eyrolles) and he promotes the idea that there is often a hidden meaning to the objections that are raised against you. A ” I don’t know » does not necessarily have to involve a new unpacking of the characteristics and benefits of the offer. Sometimes, ” I don’t know » is stated to say “ I don’t know if this will fit into the budget. “. Another example: I don’t have time rarely has to do with a question of schedule.
Highlight the hidden cost
“ The hidden cost is the best sales lever. A prospect who prefers to create his website himself to save €2,000 will waste a lot of time training and making technical adjustments, for example. », explains Guillermo Di Bisotto.
After having had a good discussion with your prospect, you will be able to highlight this hidden cost to show them the benefit of trusting you and purchasing your services or products. The hidden costs established by Henri Savall in “Hidden Costs and Performance” is a great complementary book to Niel Rackham’s “SPIN Selling” (or SPIRE technique). “ It’s about studying the Situation, evaluating the problem and examining these hidden costs closely because they are the ones that will allow your customer to get involved in your sale. », suggests the consultant. Your customer is also a salesperson when it comes to talking about your offer to his superiors or his spouse. It is preferable that he agrees with the argument ” Do you realize how much it costs us if we don’t change? “.
Complete the sale
Sellers generally focus on the closing, the way to conclude the sale. Guillermo Di Bisotto tends to believe that it is the quality of the relationship that takes precedence. If you have managed to create a good rapport with your client and they have enough confidence in you, then you can simply tell them “Okay then, what do we do? “. Often, he will be the one to tell you: “ Where do you sign? “.
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