Well – sell what the client wants to buy, of course!
What does the client want to buy?
Typically it’s a solution or fix for a problem. But, you have to ask them to be sure. Ask the following questions and write their answers down so you will remember exactly what they said and the words they used to say it. Keep the questions focused around your own expertise or service.
- In the area of (Your Expertise or Service), what is your biggest success? (This is a softener and will give you insight into what they are proud of. Be careful not to step on their success as you move forward.)
- In the area of (Your Expertise or Service), what is your biggest problem? (An obvious follow up that gets you closer to what they need fixing. Interestingly, this is often the exact opposite of their success answer.)
- In the area of (Your Expertise or Service), what is your biggest fear? (People fear things. Unfortunately, it’s one of the things we do best. Understand and relate to their fear. Listen and emote with your heart. That may sound cheesy, but fear is a heart issue more than a logic issue. Use your heart.)
- If your problem persists and your fears became a reality, how would that impact other aspects of your business and/or personal life?
So now you know what they would like to have fixed and how badly they want it.
How to sell what the client wants to buy
- Flip the answers they gave you around and help the client know that you can provide a solution that keeps their fear from becoming a reality. You are selling fear mitigation first and foremost. Use their words, their examples, their reality.
- Your product or service is simply the tool you use to mitigate their fear. They may have lots of questions and show interest in your product or service, but the decision to buy will be more based on fear mitigation than logic. Keep that in mind.
- Stay in the light. There is way less fear in the light and way less confusion away from shadows. Don’t get lost in product and service jargon, details and shadowy back alleyways. You are providing a solution to their fears. Most people don’t want to know all of the details. Sure, you and I are passionate about the details of our product or service but the client is passionate about their own product or service. Even when you are selling your stuff, keep it about the client.
- Ask for the business. I know that is obvious, but many of us get nervous about this. I still do. This is the point where you may get rejected or a door you feel desperate to keep open may close. It’s ok. You will get way more business by asking for the business than by playing it “safe.”
There you have it. That is how to know what the client wants to buy and how to sell it.
This topic always brings up more questions. I’m thinking of about 10 more now, but in an effort to keep this short, I will stop here and let you ask the questions.
What do you need to get started selling your product or service?