By buying, a person satisfies his needs. The seller's task is to convince the visitor that he needs a particular product. To do this, it is necessary to prepare the ground, that is, first outline the situation in which a specific product or service will help get rid of the problem, and then offer a solution using your product, thereby increasing its value.
Low-level sales use irrelevant methods: they present a product and then adjust the potential buyer's needs to it. Expert sales use a different approach: first they show the consumer's probable pain points and then offer their product as the only correct solution.
Today it is difficult to sell something fantuan database to a person without convincing him of the necessity of this purchase. And to do this you have to demonstrate all the benefits that he will receive in exchange for money.
If you hear objections like “I don’t need it , ” “It’s expensive,” or “I’ll think about it ,” this means only one thing: you failed to show the value of your product , failed to present it in such a light that a person would be ready to buy it at any price.
The more expensive, the better
A common misconception among new sellers is to think that all consumers want to buy cheaply. This is not true: people understand that a good thing or quality service cannot cost little, and are ready to pay more for the opportunity to use reliable electronics, wear durable shoes and drive a safe car.
A product that was bought at a high price is perceived differently than a cheap consumer product. The seller's concern for the client is not to save his budget by offering low-cost items of appropriate quality. On the contrary, you should please the person: he will know that he has purchased the best product available to him at the price.
Value of the product
We emphasize the benefits
To create product value, it is important to focus on multiple returns on investment.
Show the potential buyer what the benefit is in the long run. Don't sell a specific product, but the future savings of his time and money. Your job is to show him what he will gain if he chooses a more expensive option.
As a rule, when talking about the payback of a product, the emphasis is placed on three points:
longer service life;
no additional time costs;
minimal risks.
To be more convincing, the future benefits to the buyer should be expressed in numbers. Comparing an expensive and cheap product in the form of a comparison of pairs of numbers works better than lengthy discussions about the advantages of a premium product.
For example , sellers of automobile tires of famous brands face the same objection from buyers: why should I overpay for a brand if Chinese analogues with similar characteristics are much cheaper?
As an argument in favor of buying more expensive tires, knowledgeable sellers cite their long service life. A customer will drive two seasons on Chinese tires, while real Michelin or Bridgestone will serve faithfully for at least five.