Dont Overdo It!
Avoid the trap of overselling
Avoid the trap of overselling
Its every salespersons nightmare: the sale that unravels just before the deal has been closed. It happens more often than it should, and overselling is quite often the cause. As
sales professionals, its important to recognize that this is a trap that we all can inadvertently set for ourselves. With a little forethought, however, we can learn to avoid making this costly mistake.
Overselling happens when we promise a customer that they will get more than what they need when they dont need iteven though they didnt specify it and may not ever use it. It creates problems rather than solutions. It raises doubts in the mind of a buyer, and does so right at moment when theyre looking for reassurance that theyre making the right choice.
So while you might think what youre doing is reinforcing the benefits of the product or service youre selling, what it often does is gives a buyer a reason to pause and ask themselves: maybe Im paying too much, or maybe this is more than what I need? Even if the buyer doesnt back-peddle in an oversell situation, you risk creating false expectations that you can never meet, in which case you could be damaging your credibility as a trusted salesperson.
So be careful! Be honest, and be specific in communicating to the needs of your clients, because overselling could leave you with no sale at all.
Lets look at some specific tips for avoiding the overselling trap.
Confirm your clients expectations
The first step in avoiding overselling is to determine what is most important to your customers. What are their expectations when buying your product or service? Check your assumptions against what your customers tells you. Never operate from the assumption that you know whats best for them.
Ask open-ended questions to get the facts you need
Sometimes, customers give vague answers to a salespersons questions. This can happen for all kinds of reasons. Some simply dont want to be held accountable for saying whats on their mind. Sometimes people are vague because they really dont know the
answers to your questions, or are scared to take action.
Great salespeople excel at cutting through this fog. Theyre skilled at helping customers be clear about their expectations and their needs. To do this, they ask open-ended questions designed to obtain specific facts to help close a sale. Examples:
You mentioned that three features are important to you when choosing this product. Of these, which is the most important?
When you say you dont want to spend too much on this service, what exactly do you mean?
What are your most important criteria that define a successful product?
Communicate with empathy
When asking a customers a question, be sure to show that your understand and share their feelings. Thats what empathy is all about. If you need to, explain that your questions are intended to help you better understand their needs, prevent misunderstandings, and deliver what they are looking for.
Next, pick one or two serious and common problems that your product or service can solve, and focus on those when speaking with your customers. After all, its always easier for people to discuss problems (especially with salespeople) when they hear that others have had similar experiences. In doing so, you can follow-up with clarifying questions, such as:
In our conversation today, you and I have talked about a common problem. How is that problem affecting you in your business?
How long has your organization been struggling with this problem?
What have you done to try and resolve it?
So steer away from overselling at all cost!
Engage in open, honest communication with your customers. Uncover important facts about the needs and expectations of your customers. Not only will this help you close more sales successfully, it will also help you build great business relationships, generating repeat sales as well as referrals.
by: Colleen Francis
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