Remember the last time you went to buy something that is not an everyday purchase like milk, bread etc.
Lets say you go to buy a washing machine. Most likely, you will do some research online and then may be talk to a few friends and ask for recommendations. You now have an idea of what you want but you are still not 100% sure.
Time to go to the retail store. You walk in
Firstly the number of choices on the floor confuse you and the machine you thought was the right one now seems like many other machines on the floor, you are looking for someone who can help you, finally you find someone and ask ,” Which is a good washing machine? and the answer you get is, “ It depends on what you want”
Now, I am way more confused than I was before I walked in to the retail store. Instantly, what I am thinking is, “ Why is this person wearing a customer service badge?”
Confused, frustrated.. I leave the store.
You walk in to the store, a customer service agent approaches you, says, ” Hello May I help you?”
You feel welcomed and you share what you have researched and what you think would make a good purchase . She then asks, “ How many people are in the family? “You give your answer and she says, “ If its only 3 people you do not need that machine, I recommend you look at another one with all the features and less load which will use less electricity.”
I am convinced and I make the purchase.
Which sales conversation would you rather experience?
As you can see from the above examples our own journey of investigation ( aka research ) on a certain product or service leads us in a direction but the final decision is still very much in the sales persons ability to guide you. This process of guiding begins with banning the following sentence from your sales culture – It depends on what you want .
If the buyer knew what he wanted he would have never asked you. The buyer has an understanding of his needs BUT which product specifically meets their needs is your job to determine.
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