The art of persuasion is something that all small business owners must learn to master in order to make their products enticing to customers. When expanding your company, you have to make the most of everything from face-to-face interactions to how you represent your products online if you want your sales numbers to be where you need them. Even if you’ve hired staff members with experience in marketing and sales, as the head and face of your small business, it’s important you know how much your services or products are worth and push for that price when interacting with existing clientele and potential customers.
How do you stand your ground when customers ask for lower prices without coming off as pushy? According to a recent survey by Business2Community contributor Jeff Charles, the founder of Artisan Owl Media, a content marketing and sales consulting firm, this issue is one of the greatest concerns among small business owners. Use these four tips for selling your products without being aggressive or overly assertive.
1. Don’t make customers feel pressured
You’re probably going to feel like you need to put some pressure on your customers to buy your products. However, this can turn them off and make them feel uncomfortable. Taking the time to get to know your customers and what they’re looking for is crucial to persuading them to make the investment. Remember that customers are more likely to buy from you if you allow them to take a couple of days to think about the purchase than if you aggressively try to get them to make a decision that day.
2. Make it all about them
Be inquisitive to show that your main interest is finding your customers what they need. Once you know exactly what they’re looking for, you can align what you want with what they want. It will also be easier to make them feel special when you’re asking questions, as this shows them that you’re committed to making them happy. Make it about their problem or need instead of your products – your services or products should look like the ideal solution by the end of your conversation.
3. Take the four-step approach
Convincing a customer that your product is what they need is a task that’s going to take some time. Rushing into your sales pitch is going to come off as pushy and insincere. According to Small Business Trends, there’s a four-step approach that all good sales people have, including an introduction, needs discovery, solution and closing. During the intro you should establish a connection with the customer. Needs discovery should involve asking your customers questions, while the solution is when you present your product as an answer to their needs and the close is when you should ask for their business.
4. Be honest
If you tell your customers that your products are going to change their lives or fulfill their every need, chances are they’re going to see through this. They won’t take anything you say seriously if you’re not being completely honest or realistic about your products or services. You may also end up with a few angry customers if you’ve promised them the moon and stars and were unable to deliver.
There is no product on the market that is going to meet your customers’ every requirement, so there’s no need to make yours seem like they will. Be honest about what they can do and how they will meet your customers’ specific needs. This will leave no room for surprises, enable your clients to make an educated decision, and build a foundation of trust.