Have you ever started pitching your product and your prospect listens nicely, but you can tell with their blank stare and body language that they are really thinking about the Giant's game that is going to be on in an hour or where they want to go for dinner? What many salespeople forget is that all prospects are unique and having a scripted or standardized pitch will undoubtedly drive some people away if you do not mirror the prospect or listen actively to how they respond to what you are saying.
The first thing that you want to keep in mind is the steps that a prospect will go through when making a buying decision. The one that is easiest to remember for me is AIDA -- Attention, Interest, Decision, Action.
Attention: If you do not have someone's attention, obviously your pitch will go unheard and you will have wasted precious time. So this step is a no-brainer. Remember, first impressions are formed within the first 15 seconds of an interaction, so make it count! Ask questions and try to discover motives that will make your prospect want to buy.
Interest: Once you have the prospect's attention, you will want to pique the interest. This is usually best achieved by using benefit phrases with what the product features and how it will specifically and personally benefit the customer. For example: "One of the amazing parts of this product is A which means for you XYZ". I like to use the phrase 'which means for you' because it shows that not only is this an awesome product, that the prospect will indeed use it.
Decision: In this stage, the prospect will need to make the decision that the product will indeed be a good fit for them. To test if a prospect is in this phase, you will want to use some trial closing techniques. "Do you see how you will use this?' and 'What would be the first thing that you will probably use this for?' are good questions to see if the prospect does see the benefits of what you are selling. If they resist those questions, go back and ask questions to see if perhaps you did not explain how it works or the product thoroughly.
Action: The last step in the process will come naturally if you have addressed all confusion and objection and the prospect wants to become a customer. If for some reason the customer is on the fence, continue to ask questions and find that buying "hot button" to get them to buy. If the prospect does not prompt this step, use a closing technique by confirming what they are about to purchase and asking for a form of payment. Be sure you have built rapport with the customer or else they will completely shut you down.
I hope this helps some of you that are new to sales. If you need any clarification, please comment below or send an email!
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