How to sell the unsaleable?
First of all, you need to understand the fact that the unsaleable goods do not exist. As well as there is no “too expensive / cheap”, “bad” or “unnecessary” goods. The product is a shell of opportunity for the buyer. In other words, any product is a means to satisfy certain human needs. The fact that for one person “dear” for another is “acceptable”. If for one driver a sports suspension in a car is a guarantee of stability when driving fast, for another it is a source of discomfort when shaking on uneven surfaces.
As we see, before offering a hard-to-sell product, we must clearly define the needs of the buyer. But, often, not every buyer is ready to unambiguously articulate their needs. Moreover, not every seller, beyond the apparent "understandable" motives, will not always be able to identify hidden needs. For this we need a little more time to establish contact with the buyer.
How to make contact
In order to establish contact, we need to temporarily stop “selling the goods”, but simply start a conversation “about life” and attract the buyer.At this stage, try to more often refer to the personal experience of the client. Let him tell you about the process of buying a similar product earlier. Ask open-ended questions, clarify for yourself the different details of this episode from life. One of the effective methods of work at this stage is full adherence to the topic, as well as active listening, which is expressed in duplicating the client's replicas and some of his gestures. Also at the stage of informal communication, it is important to understand who makes the decision when purchasing. The point is that in the family sometimes the spouse is engaged in collecting information about the product and communicating with the sellers, for example, and the wife makes the decision. The mistake of the seller can be expressed in that he directs the "heavy artillery" of conviction not to the one who makes the decision.
Identify needs and product presentation
Particular attention at this stage should be paid to the main question - “why does the buyer need this or that type of product?” And also “what is important for the buyer in the product”. These basic conditions will give us the opportunity to emphasize later on some properties of the product as an advantage and keep silent about others as shortcomings.For example, the furniture seller knows that the bed frame is made from the most unpopular wood that squeaks with time, or is covered with cheap varnish that is susceptible to moisture, but in the process of communicating with a customer, he finds out that the buyer has back problems. In accordance with this preset, the seller will focus on the orthopedic properties of the mattress, the quality of the springs and lamellae. Another example. In the shop of products for personal plots, the irrigation installation with a defect was “stuck”, due to which the diffuser functions only in half of the nozzles. Therefore, the seller should focus on this property of the product, as an advantage for those who need to locate this installation near such areas, where water would not fall from the side of non-working nozzles. In addition to the discount for the defect, the seller will hold a good deal.
Selling at any cost
But what happens when it is necessary to sell a non-salable product at any cost? When the buyer enters the store once a month, when the seller’s monthly premium depends on the sale of goods. The problem is exacerbated if there is a seeker of “pearl buttons”, that is, a person who does not know what he really wants, or the seller is faced with an incredibly harmful and picky buyer.In this case, the seller must learn the skill of working with objections. The basis of this skill is the principle of weights, the so-called rational approach, in which the buyer’s objections lie on one side and the seller’s arguments on the other.
Work with objections
There are three ways to work with objections.
- Turn lack of dignity. The black car quickly gets dirty, but it looks more solid and on the secondary market for it give a higher price.
- Outline the problem. Compensate for the disadvantage of a large number of advantages. If the building in front of the house is the only thing that confuses the buyer, but in the house there are new plastic windows, good planning, no problems with sewage and a beautiful view of the river. And then, after all, construction will end in five to seven months.
- Recognize the lack of goods. Join the buyer's doubts and offer an additional bonus in the form of an extended warranty or a discount card for VIP customers.
At the end of the negotiations, it is very important to slightly “push” the buyer - to bring him to the signing of the contract. To do this, simply ask a question like: “are we signing the contract?” Or “are you ready to leave a deposit now?”.
Armed with these simple techniques and developing proactive communication skills, you can easily sell the unsaleable.