» The No. 1 question customers ask — and how to answer it

The No. 1 question customers ask — and how to answer it

January 29, 2013 by Jim Giuliano
Posted in: communication, In this week's e-newsletter, Latest News & Views, Sales & Marketing

Just about every customer has this question in mind. But not everyone can answer it properly.

Why should I buy from you?

Selling to prospects and customers without determining their needs is irrelevant selling. Lack of relevance distorts your aim. It’s like shooting at a target with a gun that has a bent sight. How to fix it: Here’s an approach from the book  Relevant Selling, by Jaynie Smith

Mistaken beliefs

When salespeople survey their prospects and customers to find out what they want most, they may find that their prior assumptions are wrong. The two biggest misconceptions on the part of salespeople involve price and relationships.

A recent survey shows salespeople rated price and relationships as critical, while customers and prospects listed both well down the priority list. Buyers placed more emphasis on quality, on-time deliveries and customer service.

What research shows

Recent research shows that about 90% of salespeople don’t adequately sell what their customers and prospects want most, because they can’t answer the simple question – why should I buy from you?

Two questions

The best way to answer this question is with two questions, one for you, one for your customers: What do you think are the top three things that customers and prospects value most when choosing to buy your product or service? What do you think is the least important?

Ask your customers these same questions and compare the answers to your selling proposals. Do the proposals match what you found in your research with customers. Are the proposals relevant?

Why it matters

It’s essential to continually know what your prospects and customers want and need so you can be relevant. If you don’t, you will have a tough time convincing them not to buy from someone else.

Salespeople who take steps to determine what is relevant to their customers and prospects have outstanding closing rates. Here are questions that may help you take the guesswork out of what your prospects and customers value most:

• Do you think you know what your customers want better than your customers do? Have any customers defected recently? Were you able to learn if it was because your were not being relevant?

• What formal effort do you have in place to find out what your customers want? Check your assumptions on a regular basis. Things change and so may customer needs.

• When was the last time you adjusted your presentation to ensure it’s relevant to today’s buyers? Too often, salespeople use the same message year after year.





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