Building confidence to win prospects
Winning the prospect’s confidence is one of the steps in the sales process. To gain the buyer's confidence, must be a factor that must permeate the entire presentation. This is the reason, why it must be discussed. Whatever way one looks at it credibility is the essence of persuasion. It is based on two main factors:
i. Behavior and personality and (ii.) Sales techniques adopted. This confidence may be reposed in the goods being sold by the maker or dealer selling them.
Confidence is crucial; really, many sales are made solely because the prospect has such confidence in the salesperson that titled "actual selling need to be done". The prospects do what the sales representative suggests. Though, the confidence is not built- up easily but must be earned over time. There is no point in giving a presentation unless confidence is being built.
There is nothing to say or do to ginger the prospect to buy unless he believes the truth of what you have told him. By the way, a skilled purchasing agent will buy despite some disbelief in the statements, but he would have bought anyway because he was able to strip the offer of exaggerations. Because of this, the salesperson has hurt his or her future chances, for the per annual, will always take his or her claims, with a generous grain of salt, and will perhaps discount claims which may be true. One saying which the prospect does not believe is like one drop of ink, a cup of water- it taints the entire contents.
The groundwork of your believability lies in your behavior, the superstructure can be laid down by various methods discussed below:
Personal behavior: Your behavior can be enhanced or detract from your credibility. Prospects often disengaged you from the statements you made, they examined all the evidence at hand, which include both your statement and personal behavior. Perhaps, no one thing does more to build confidence than to exhibit genuine unselfishness. A person who is having the buyer's interest gains the buyer's confidence.
However, the salesperson should be telling the truth if you saddle dealers with bad products, all they will think about every time they see them gathering dust on their shelves is “that no good peddler stuck me with those dogs” those who visit regularly upon retailers know that their long-run success depends upon gaining the dealer confidence. This may not happen if you fail to deal fairly and truthfully.
Confidence-building techniques:
As part of overall behavior, confidence needs to be instilled in the prospects. Early claims should be conservative, no strong claims to be made early in the interview, they likely be discounted by the buyer. If early claims are conservative and credible, the subsequent ones may be bolder. Many professional buyers voluntarily lie in wait to pounce upon the first exaggerated statement made by a salesman by demanding proof of it then and there. They map out the offensive and never let the poor sales representative recover her poise, keeping her off balance until hesitating to swear to her name or age. Indeed, it doesn't augur well in the long run, to exaggerate at any stage of the interview, if one is trying to build up a reputation and clientele. Promise whatever you can deliver and deliver it as promised. A satisfied customer is the best advertisement while a dissatisfied one is an industry's worst advertisement and is likely to spread the word.
Don’t knock the boss: At a time one is enticed to take the side of the customer against one employer in the mistaken belief that doing so, will be at the mercy of the customer. However, it doesn’t work out that way. It can ruin the buyer’s confidence in the sales representative firm.
Loyalty to the company to be accommodating to your customers. A man shows his loyalty by printed advertising. His loyalty inspires the buyer's confidence in the firm that he represents. He sells not only the firm goods but also the reputation.
In a company, many scales for weighing the products. The said scales must be accurate and requires the care that all well-constructed methods. Sometimes they set out of order that is to be expected. By using a new type for the first time, of course, we had some trouble with it. We request for the representative of the selling company, as he arrived to tender his apology, not has had any trouble with the scales if the men at the factory had known properly about their business. The design of this particular type was not what it ought to be, and they might have known that the mechanism would give trouble. There was nothing radical wrong with those scales, and that salesman did not believe what he was conveying, I am sure he was so afraid of antagonizing that he took the pains to agree with me at every turn and even went one step further by adopting a conciliatory attitude of self-condemnation. It was a bad attitude for him to be disloyal to the company. My reaction to this was a loss of confidence in the company and its products. Then, I stop buying his products as a consequence.
Salespeople tend to criticize their films in the misguided hope that by so doing they place themselves on the prospect's side and gain goodwill, only it does not work in that way. The buyer is apt to think that he has to buy from such an outfit. And kind of fool is you to work for such an employer. Though, you need to represent the customer's interest to the top management, when the customer has been mistreated, in case he is having legitimate claims.
Test as confidence winners: Tests of various sorts are another method of winning the buyer's confidence, " just taste that" did ever taste anything so good, the enthusiastic sales representative for born vita drink exclaims. The groundnut oil saleswoman submits her product to well- a known test. The weaving salesman has his customer tear his product, hold it to the light at certain angles, and test it in over ways.
When you submit these products to the tests willingly, it has been a factor to gain the confidence of the prospect. With the eagerness to have your product tested thoroughly, the prospect will be impressed. Though, some tests were impressive to the unskilled prospect but are unconvincing to the expert buyer. In another word, the salesperson will do well to develop the pre- approach in such a way as to avoid the mistake of using such a ground stand type of a buyer who knows it lacks value. With an experienced buyer, it may be best to permit the buyer to conduct his or her tests.
The guarantee: Is a powerful sales aid especially in selling a new product or new prospect. The guarantee is very valuable only when the company issuing it is reliable, even the qualification, the guarantee makes it easier to win the confidence of buyers.
Guarantees are having diverse strengths, some being absolute ( like those by big mail-order houses) while others cover only certain matters such as material and workmanship. The marketing of the new product will be rapid when it is warranted but established products of good quality require less support. The guarantee should be in writing, for many products have had an unfortunate experience with an oral guarantee.
Use of testimonials: Though, the testimonial has been grossly abused and overworked, because it can be so effective. It is still in principle. A dependable customer is the best advertisement. The testimonial is generally used in advertising to gain attention rather than confidence. People like to read about famous people in society, even if we do not always believe in everything we read about them. In personal selling, the testimonial is used to inspire confidence instead of attracting attention. You must know how the testimonial should be so that it would be similar to someone whose problems are similar to those of the prospect. Testimonial carries more value when its author is known to the prospect- and known to be reliable. Testimonials may best be used in selling to a relatively inexperienced buyer. Such a person that bought their first house, relying heavily on the experience of others. The values, skilled buyer learned is the method of judging the values, scorns the testimonial, and feels competent to make the appropriate choice, except in cases involving new products.
Ways of introducing testimonials into your presentation are also important. This can be done casually and not as though it was a vital talking point with an experienced buyer. It should be done in a 'by–the–way manner, and should not seem to stress the point. Perhaps, you have tellers from satisfied users. Never had you reviewed them in detail with purchasing agents who presumably know their business but refer to them briefly and casually. Inexperienced buyers unable to form judgments alone may wish to read some of these letters that are more convincing than printed copies.
Experiences of others-case histories: A case history is simply the history of the experience of someone else whose situation was similar to that of the prospect. The aim is to introduce prospects to believe that, if they follow the same course, the result will be the same. Prospects may believe the story even in the absence of convincing proof. Several actions can help ensure this. For instance, use numerous minor details to show that you are familiar with the facts. General is not convincing, but specific statements are.
Secondly, whenever, possible mention the names of people, places, companies, and products to give the case history authenticity. The prospect assumes that if names and places are mentioned, the event happened.
Thirdly, if the case, the story should be about someone the prospect knows or can contact for verification.
In addition, when you have pictures, letters, and newspapers clipping concerning some parts of the story that is proven true, the person has more reason to believe other parts of it.
Conclusively, the procedure of delivery is important to history's acceptance. Relate it genuinely and knowingly. In another word, you claim that you did your best to keep Babara from making mistakes; your voice must communicate the emotion and frustration which you felt.
Inspection of previous sales: A contractor wish to convince the MD of a chocolate firm that has been the best contractor to build a new plank for another research firm in the same area, so he merely took the prospect on a detailed inspection tour of the previous job.
In industrial selling, it is common to take the prospect on trips to inspect previous work or the operation of new equipment on the job is likely to be convincing if the prospect's problems and operations are similar.
Show records: A girl read–to–wear representative proved to a small-town merchant that the firm's line was moving by showing bonafide reorders placed by merchants known to the buyer.
A firm machine sales representative wanted to convince the prospect that the firm's turret lathe required a minimum of repair. A record for a sample of installations showing each repair call the firm had received from the customers.
Plant tours: Several executives of the prime contractor were flown out to the plant to inspect firsthand the facility and quality control method in operation, at least they were convinced. Several food manufacturers encourage tours of their plants to convince the public of the cleanliness of their operations. Such tours use to communicate many messages to the public and prospects.
Meeting and talking with the sellers and personnel may increase the confidence the buyer has in the firm.
Talking with the customers: Many sales representatives had saved a sale by suggesting to a prospect, just pick up your phone and call so and so and ask her about, it will pay the toll charge.
One might be at loss as to the precise method to use in gaining the prospect's complete confidence. To save time, you may say “ I know that I make statements that may sound almost too good to be true. Any doubt about something, I have said, what will convince you of its truth. If the prospect is thinking of a free trial or some particular demonstration or will tell you. If you can go along with the suggestion, you may make the right.
Visualization: The main selling points should be visualized; if you claim your product uses heavier gauge steel than its competitors, show cross-sections. Don't just say, ours is 1.7mils thick while theirs is only 1.2mils
Much time and effort can go into developing the visuals to communicate the main selling point.
Demonstration
It is enough to understand that a good demonstration is the backbone of believability. The poor demonstration can ruin all your other efforts. Presentations are always built around the demonstration.
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