Companies are the ones who often make mistakes when launching innovations. They worry about “honing out” all the features of a new product, and “pumping up” their salespeople to sell them. Salespeople are then often tasked with providing customers with accurate and complete information about the new range. However, the matter can be complicated by the following: customers need to feel that they have actually received this information. Reciting the features and benefits of new products is unlikely to close a single sale. Customers need to feel that their needs have been recognized and met. This often requires establishing a relationship based on trust.
Trust is one of the main prerequisites for selling – anything. We will buy almost nothing from people we don’t trust, because we will think that something is wrong with the product, even if everything is fine with it at first. Something will remain “hanging in the air”. And this is especially the case with innovations. Salespeople not only need to establish and maintain trust in the relationship with their customers, but also help them understand the potential dangers and risks that come with consuming these new products. Let’s not forget the fear of change – it is always present in us.
Before you start presenting new products to your customers, take some time to de facto study their consumer profile. How will you know that they are ready to buy new products? What are the “signs” they italy whatsapp data will give off? And is they ready to buy, or is it enough for them to just be informed? If the client is a large corporation, does their organizational culture support innovation and the purchase of the same? Will the client need to develop new evaluation criteria to assess our new product? Realistically, do we know which relevant people around them will be affected by this purchase? There are many questions that need to be answered before we knock on our customers’ doors with “hey, I have something new for you”.
Of course, we cannot know all the answers to these questions - but we can answer some. And that's already something. Salespeople who are good at selling innovation spend their working hours identifying potential clients. They study their consumer habits and the challenges they face in detail, in order to distinguish those who will be ready to buy from the rest. With these sellers, the quality, not the quantity, of customers is important. Also, they focus more on maintaining long-term customer relationships, not so much on short-term sales. They are aware that relationships are the secret ingredient to long-term sales success.
And finally, it's worth remembering a few statistics. Only 16% of customers will immediately be ready to "jump" on the novelties we present to them and buy them. With the vast majority (68%), we will need to spend a little more time. With the remaining 16% of customers, we will have a lot of trouble.
A true salesperson is like a psychologist – gradually removing resistance, doubts, fears and worries in the mind of his customer. Be patient, and build relationships with customers based on trust. Remember that we only buy from people we trust, especially when it comes to new things. Product features do not sell the product – it is the emotions our customers will feel while using it that sell it.