How to Persuade a Customer to Buy
December 11, 2019
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Persuading your customer to buy your service or product is a key part of business communication. How can you do so ethically without coming across as pushy? There are a few key communication strategies to ensure your success.
Talk benefits, not features
The old adage is that customers buy for benefits not product features. Unfortunately, most sales representatives focus on telling the customer the features rather than the benefits. What’s the difference between a benefit and a feature? A feature focuses on what a product is or does. A benefit is the goal that is achieved.
Don’t overreact to objections
Most customers will have honest objections to making a purchase and a good customer service representative or salesperson is careful not to overreact and get defensive. Instead, they are apt to listen and ask follow-up questions to figure out how they can solve the customer’s problem. “What do you mean by that?” “Can you tell me more?” These questions lead to answers that will show you how to sell.
Generate immediate value
It depends what product or service you are selling, but if you can communicate or provide immediate value to the customer, do so. If you have free samples, share them with the customer. If you can do a live demo, offer them the opportunity to try your solution. If you can offer a discount, show them you are willing to go the extra mile to satisfy them. Most importantly, communicate that you want to help them and be a resource whether they buy or not.
Be upfront about what you can and can’t do for them
If your brand is to be known for trustworthiness, you must always communicate transparently with customers about what your product or solution can and can’t do. The first step is to communicate clearly what you offer, including clear descriptions of your product or service. The second step is listening to customers questions; repressing the urge to defend your product or simply gloss over their concerns; and being willing to tell them, if necessary, that your product or service may not be the best fit for them. Whatever the case, communicate transparently if you want to build a strong brand and real influence with customers.