Discovering needs
Let's give an example. A consumer visited your home appliance store in search of a vacuum cleaner. The following questions will help to identify needs:
What kind of flooring do you use?
Are there carpets, rugs or carpeting?
How often is cleaning done?
Do you keep pets in the house?
A cat? What kind of fur does it have?
The goal of the second stage of B2C how overseas chinese contribute to business in the usa] sales is to understand what the consumer needs and what his expectations are after the purchase, in order to select the most suitable product.
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Stage 3. Product presentation
Once the needs have been identified, a quick selection of the most suitable products should be made. Your store employee should remember the key characteristics of each product. Only then will he be able to promptly find the products on the display case that will interest the customer and present them effectively.
What you need to talk about during your presentation:
Product characteristics. Properties, differences, purpose.
Convey the value of the product to the client. Tell about the advantages and quality differences from other products.
Guarantees. List the obligations of the brand and your company.
Additionally, you can tell the story of the brand, if it is well-known, share your experience of use (yours and your customers’), and reveal the essence of the offer.
Product presentation
Key requirements for presentation in B2C sales:
Explain in plain language. If the product is specific, technical terms should be explained.
Focus on the benefits that the consumer will receive . Use phrases like: “You will receive such and such benefit,” “This will bring you…,” “You will enjoy…,” etc.
Communicate in the language of the interlocutor. A good salesperson is one who can adapt to the client. The key skills here are to speak with the buyer's intonation, using his or her repetitive phrases, paying attention to reactions and responding to them.
Not a monologue, but a dialogue. Communicate with the interlocutor as an equal, do not focus on yourself. Do not rush, let the person freely ask questions, think, make judgments, even if they are not on the topic of the product. In this way, you will give the visitor the opportunity to feel easy and relaxed.
The goal of the third stage is to demonstrate the product, its advantages, and talk about the benefits that the consumer will receive.
Stage 4. Working with objections
Even if the previous stage was carried out at a high level, the seller in most cases faces resistance from the buyer in the form of questions, doubts and criticism of the product. Therefore, it is important to be able to competently respond to objections.
One technique is to agree with the consumer's opinion and then justify the opposite position, which is beneficial to your company.
Simple example:
- This smartphone is too expensive.
- You are right, this is indeed not the cheapest model, because for this amount you get such and such advantages.
Then you list all the advantages of the product and the benefits to the potential buyer.
Another method for working with objections is various gifts and additional services: for example, you can provide a discount on certain products, subscriptions, etc. In addition to the obvious benefit for the buyer, the shortcomings that, in his opinion, are present in the product will be smoothed out.
The purpose of this stage is to dispel all doubts about the advisability of the purchase and the positive qualities of the product.