TouchPoint Selling

Nov 25 2008 8:13AM | Permalink | Email this | Comments (0) |
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By Rick Heaston

During my last trip to Las Vegas one of the sales associates asked a very interesting question. Frustrated by his customer’s lack of urgency he asked, “What can I do to get my customers to follow through with their “decision” to purchase. They get excited and then talk themselves out of it?”

My answer was simple. Today … more than ever before … your customer needs to be able to justify their decision. Not only do they need to be able to justify it to themselves, they need to be able to justify it to all of their friends and relatives.

All too often your customer comes back with a friend or relative … “wanting to share their excitement” …only to hear all of the reasons why they shouldn’t buy a new home with the economy in the trouble it’s in. And you know the rest of the story. Unable to justify their decision … your customer “wilts” under the pressure.

When too many negative comments interface with your customer/s decision process … your likely to lose. Not because you haven’t done a good job selling … just not a complete job.

Today’s market realities require that you extend your selling process to include a technique that allows each and every customer to defend their decision. And this means that you need to teach them “why” your product is “makes sense” and what your “value propositions” means to them. They in turn, will be able to “teach” their friend and relatives why they should move forward.

It’s a small point with so many other things to work on … but as you know … details make huge differences. And this one is critical. As always … the choice is yours.