How to convince a customer to buy in 5 steps
Whether you are the owner of a small business or a large company, in order to succeed in selling your products / services, it is not enough to produce good products or provide distinguished services and carry out advertising and promotional campaigns only, but there is another challenge that you will face: How do you convince the customer to buy from you? How do you achieve a number of sales that meet your ambitions?
Of course, if you want to achieve the highest amount of sales, you must first possess negotiation and persuasion skills, and be familiar with the necessary steps to persuade the customer to buy from you.
How to convince a customer to buy in 5 steps
Below you will learn about five magical steps in convincing customers and customers to buy:
1. Sell benefits and benefits to the consumer, not advantages and features.
The successful salesman must sell the benefits of the product to the customer, not the advantages of the product, because the consumer needs to know what will satisfy his needs, not the advantages and characteristics that the company’s product possesses, for example when the salesman shows a car to the customer:
It is wrong for the salesman to tell the customer that this car has a crash protection system (a feature), but it is correct for the salesman to tell the customer that this car will keep your family safe while driving the car (a benefit).
2. Address the consumer’s emotions rather than using logic.
It is easy to convince the customer to buy by using language that affects his emotions, while it is difficult to convince him through logic. For example, a sales representative telling a customer that buying a car sold by the company will make him a special and eye-catching person (focusing on emotions) is better than saying that this car is durable and strong (focusing on logic).
3. Avoid gossip and focus on what distinguishes the product most.
Some sales people annoy the customer by mentioning boring details about the product. For example, a real estate marketing employee should not bother the customer with details about the house, such as the type of paint, the type of wood used, the type of decorations, and the type of windows… It is better for him to talk about the benefits that interest this customer, such as the large area of ​​​​the house and the good view of it, as this is closer to persuading the customer to buy.
4. Create a compelling reason for the customer to buy your product.
The sales representative must create a compelling reason for the customer to buy his product. This reason should be in the form of a unique benefit that the company’s product brings to the customer. For example, a sales representative of a contracting company in submitting an offer to a government agency in order to construct a group of buildings for this authority in a period of time, no other contracting company present in the market will be able to complete this project in this record time.
5. Make the benefits achieved by the product tangible.
The customer usually ignores benefits that are abstract and prefers tangible benefits that are expressed in numbers. For example, it is wrong for the sales representative of a company supplying raw materials to tell his customer that your purchase of this deal of raw materials from our company will save you costs (abstract), but he must tell him that your purchase of this deal will save you 25% of the purchase cost and he can explain to the customer how You will save these costs by purchasing this (concrete) deal.
Now that you know how to persuade the customer to buy from you, you undoubtedly realize that you can increase sales if you talk about your product in a language that the customer understands. Rather, they make the purchase decision because they are convinced of some of the benefits of these features. So don’t talk about the features and let the customer try to discover the benefits resulting from them.