20/07/2024
STOP GIVING PEOPLE THE IMPRESSION THAT SELLING TO THEM HELPS YOU MAKE MONEY
That is not the right way to sell your product!
Last week I said that, instead of selling your product to people, rather sell to them the transformation that your product will bring to their lives.
Reasons being, people don’t buy products, they buy solutions.
Everyone is looking to buy a solution that will give them the most value in their lives. SO INSTEAD OF PRESENTING A PRODUCT, PRESENT A SOLUTION.
That is the key to sales…
Did I hear you say, “It’s all the same thing.”?
Well, Maduka…this is not the usual traditional sales approach you are used to. And sister Nkiruka, That is why you need to wait for me to land first.
Ndo…Ngwanu.
Let me site a simple example to jumpstart my proposition.
Have you ever tried to buy a pen and you had a preference of the kind of pen that you wanted from all the brands available.
For some people, if it is not BIC pen then don’t even bother to write their names in the book of life. Why?
Writing with BIC gives them a particular feeling that no other pen can fit into. So they think.
Ask them, and they will say something like, “BIC makes my handwriting fine, and it’s durable…meaning, e no dey quick finish.”
All of that is a psychological problem. All pen na pen! As long as it puts ink on the d*mn paper.
So how do you go ahead to sell any other brand of pen to such a person? Assuming, you have to sell Reynolds pen as a salesperson,
Well, don’t sell a pen. My advice is that you should go ahead and advance a new psychological feeling that will counter what he feels toward BIC.
What he feels for BIC pen is somewhat emotional. So you have to help him catch new feelings. You know what I mean?
How do you do that?
Here is it:
Always ensure any product you want to sell tells its own story. A story that drives a strong emotion and nurtures a buyer’s “egocentric” point of view.
Even you reading this post right now, check it very well, you buy most times to satisfy an intrinsic feeling to pamper your ego. And if that need is not met, you will feel cheated, no matter how good the product turns out to be later.
This is because, every one of us buys to fill our own needs and not those of others.
Have you ever felt compelled by someone to buy something and eventually hate what you bought? That is what I am talking about. You don’t always buy a product, you more often than not buy it to satisfy the emotional and psychological transformation you envisage.
So what would I say if I had to sell Reynolds to a BIC enthusiast? Hear my 20-second pitch:
“Why do you write? Is it to admire your handwriting, or just to look for something that will last you a lifetime? Well, if those are your reasons, I’d like you to know that was why Milton Reynolds invented the Reynolds ball pen.
“This pen symbolizes a world-class innovation designed ‘to give every writer the opportunity for self-expression, and freedom to express their own dynamic ideas to their world’.
“So if you are looking to feel great about your handwriting, why not choose to let your world know that you can actually express yourself in dynamic ways by using this new kind of pen.
“Won’t you like to take up this new challenge?”
Note, I did not tell him Reynolds is better than BIC. I simply raised his ego to pick up a new challenge, to show himself off as a dynamic person, by starting to write with a new pen different from what he had always been known to use.
If you don’t like my sales pitch, let me see yours in the comments.
So in essence, the solution to cracking the sales code, is to be able to let your prospect see their own unique solution in the offer that you are making.
Or, in simple English, let them see that what you are offering helps them solve a problem or a need that is particularly unique to them.
