How to convince a customer to buy your product with examples to show you how and what to say
One of the main issues every business owner faces is how to present the product solution to potential customers. You praise your product, telling your customers how great it is. That, only to find out that they want to think about it. You lose precious time, energy and are upset about the deal lost.
In this article, we'll charm you with: what the customers really want to hear in the sales pitch, how to be percepted as a consultant, not a sales rep, and how to speak with the right intonation for sales calls and sales meetings.
Before we start charming you with: "how to convince a customer to buy your product, with examples", article's insights. Let's postpone the numbers.
Convincing customers to buy, the customer base statistics
Only 37% are satisfied customers who feel that sales people give them the information they want and need in the product presentation. Learn more here.
One of the ways to have more happy customers is by answering customers questions to the point. 60% of customers say that this is what they seek when speaking with business owners. Learn more here.
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How to present the product solution to raise the customer satisfaction
You get one of the sales calls we all receive once in a while. On the other side, there is an insurance agent. She asks the right questions and touches on your pain points. She also tries to create a sense of urgency which almost pushes you to buy life insurance. But instead of speaking of what it is for you, she elaborates on how the health insurance is great. Hence, you are not convinced enough to buy. You raise an objection that you don't have a budget right now to take the service. Sound familiar?
In the next sections, we'll charm you on how to convince customers that you have the best solution for them.
Don't elaborate on the product feature, but on the product benefit
There is a saying that you don't buy the drill, but the hole it does in the wall. This is very true! Customers, always, seek what it is for them to buy a product. Think about the last example of the life insurance agent. You can say that you work with a company that gives you the best life insurance package with the most coverage. However, these are hollow words! The customers don't understand what it is for them to buy life insurance in your company. So, how should you sell this insurance?
Instead, you should say that you save money. Also, if something happens to you, your family would be much safer economically. This, as you receive the best life insurance coverage.
As you can see here, the best life insurance package and the most coverage are the product's features. Saving money and making your family safer economically are the benefits you receive from the feature descried. Hence, you can apprehend here that features describe the product can be: color, size, amount, reputation, etc. Whereas benefits are the results of the product feature. In other words, what the customers can get from these features, like: improving time frames, conversion rate, saving hidden costs, efficiency and so on.
Let's try another example to understand more the difference between feature and benefit. You are a real estate broker. Notice that the first sentence is the feature and the second is the value or benefit.
As you can see, this apartment has 4 rooms which means that the apartment is roomy enough for you and your son. Your son will have a private room. Whereas, you will have a workroom. As you can see, the living room is vast. Hence, you can accommodate many friends and family if you like to. The apartment is 2 minutes walk from the school. This is very convenient, as your son will arrive at school fast.
You probably now understand what a benefit is and how to present it. Next, we'll charm you with what benefits you should emphasize to the customers.
Which benefits you should enlighten, to improve customer satisfaction while presenting the product
You want to buy a car. Hence, you go to a car agency. The car broker offers you a sports car. He says that it accelerates in 3 seconds to 100, its design will make other people turn their heads, and it maintains its value. This is great, but you can't afford to buy a sports car. It is also impractical, as you have 3 small children.
Instead, the car broker should suggest a family car which is roomy both inside and its trunk. This, as you need a place to put the toys, baby carriage and 3 sits behind for your children. Also, it should save gas to save you money. As, you have a young family with many expenses.
In this example, you can clearly see how you should address the target market needs by matching the right benefits. In sales, pick, always, the most compatible benefits for customers pain points. This is what will make customers figure out how you can solve their problems.
Another example of a beautician.
I understand that you want to eliminate the pigmentation. I've experienced this issue for more than 20 years. Also, I have hundreds of positive customer reviews on this matter. Hence, you can be sure that you get results within 3 months of 10 treatments. In addition, I understand that you tried many beauticians and many creams, but it didn't help. This is why I'll also sell you a special cream with 50% off. So, you can try it. In most cases, it will make pigmentation almost disappear in 3 months.
In the last example, we charmed you with addressing customers needs by matching the right benefit to customers pain points. Customers have pigmentation. You tell them that they will see results within 3 months and 10 treatments. That, as you specialize in the specific niche. Furthermore, customers indicate that nothing helped them before. You say, this is why you buy a special cream for pigmentation and save 50% off. Hence, you can try it and see results within 3 months.
Still, customers may lose interest. This, as the sales script may sound as something you repeat too many times. So how can you overcome this obstacle? The answer is in the next part.
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Use storytelling to enhance customer experience while selling
There is a difference between saying you will have one of the best graphic cards to create the best images as a graphic designer. As to say, while you work with one of the graphic design applications, you could see each pixel separately to create the best images. Think of what will have a better impact on you?
In the first part you describe a graphic card and its values as a shopping list, which is boring! In the second you described the situation the graphic designers will find themselves. You use guided imaginary to make customers feel more connected to the product. This will also affect their positive emotions towards buying. Still, even when you use story-telling, you must add benefits to each feature you present. This will raise customers trust.
Let's try another example of how you can use story-telling in the sales process, as an independent journalist.
I know that today there is a lot of competition between magazines. There are also strong competitors that control the marketing channels. This is why I have my own resources. Imagine that I bring you the hottest news before everyone else. Hence, you get more and more readers, you sell more advertising and get more subscribers. Just try me and see the magic happen.
In the section, you have been charmed with how to describe products for potential customers. Thus, you increase customer motivation to buy. Next, we'll elaborate on how to be percepted as a consultant and not a seller.
How to become a consultant in customers' eyes to sell more
You get inside a flower shop. You want to buy a bouquet for your mother. You ask the seller what flowers she recommends adding to the bouquet. To your surprise, she gets confused. You get outside the store, buying nothing. This situation looks a bit surreal, but it happens many times in many other types of businesses. Too many sales people don't leave a strong sense of professionalism and lose sales!
In this part, we'll charm you with 4 primary ways to be seen as a consultant.
Control every aspect of the product
Think again of the first example of the flower shop. Customers have limited time of patience. If they feel that you hesitate, they will lose interest, and you lose the deal. Thus, you have to know every feature of the product you sell, how it can raise your customer happiness and what might concern the customers regarding the product usage.
Let's charm you with the next example. This time, you own a security software company.
As vice president of development in the company, you probably say my company won't be hatched. But still from the stories we hear, we all fear that it might happen one day. This is where we step forward with the best security software technology. We have the most advanced firewall to block any attempts to attack your computers. Our software is constantly being updated against new threats and blocks suspicious emails. Thus, every security hack will be closed. That way you will concentrate on developing and have a brighter future.
Let's analyze the last example. In the first and the second sentences, you stay ahead of your customers. You tell your customers that they may think it's not an important expense. Nevertheless, if you don't spend it, you may suffer the consequences as many other companies had. Next, you show your customers that you know exactly what your product does and its benefits.
Know your customer profiles
Know whom do you speak with. For instance: you work in a fisherman's store. You realize that most of the customers are males aged above 30, they like to fish, or it is their profession. This information is important due to the way you speak with your customers. In your sales strategy, you will be more practical, demonstrating how the equipment works, try to sell complementary products and limited time offers.
In any case, try to imagine who is your target market, and what can be their customer buying motivation in the sales process. Think over their gender, hobbies, life routine, age, education, life experience, etc. When you understand, you will create more loyal customers in the future.
Know your competitors and what can you do better than them
One of the biggest obstacles we all face is the "value" objection by the average customer. It is not only what is the price we pay and what we get in return. It is also what our competitors give and if it addresses better our needs.
Let's take an example of a software business:
This company builds applications for businesses. Their prospective customers will do market research on a wide range of offers. That, is to analyze who gives them the best solution at the lowest price. In this case, the company owners need to know what competitive advantage and differentiations they can generate. Hence, customers would prefer their product over competitors. It can be: packages of website and application development, 3d application design, building an interactive application and more.
Let your prospective customers be a part of the sales process to create long-term relationships
To get closer to a perfect sales presentation, you need customer feedback. While you elaborate on the product, try to maintain the dialogue. You should ask the customers questions in the solution stage. It will help you comprehend that customers understand the product, keeping a high level of concentration in the sales presentation and building a friendly relationship.
For instance, you are a translator.
You will send me the documents you want, and I'll translate them into Spanish. Within one business day, I'll translate up to 10 documents. By the way, who is your target audience? Hence, I can translate in the terminology relevant to them.
In the last example, you explained a bit about the product. Then, asked a question, to involve the customer in the conversation.
Until now, we charmed you with what to present. In the next section, we will discuss a bit on how to present.
Harness the power of intonation for increasing sales volume
Do you remember fourth grade, a teacher named Alis who teaches history? She was so passionate about the subject. She thought with high self-confidence, and almost didn't hesitate. You were waiting for this class, although you don't like history so much.
It doesn't matter, if you are among the digital marketers, you are a business consultant, store owner or any other entrepreneur. As long as you speak with passion, self-confidence and without hesitation, you will take more credit cards or close more deals.
The second part of the intonation you should be familiar with is the pace and tone of speaking. Whenever you encounter a customer that speaks loudly and fast, you should imitate. It goes also in the opposite direction. This is one of the ways to build rapport, when you contact customers.
Summary of the article on how to convince a customer to buy your product with examples
In this article we charmed you with: how to present a product solution using story-telling, concluding what is a benefit and matching between product benefits and customers needs. In addition, what aspects of the product you should know, like: competitors and customer profiles. In the last section, we have discussed on how intonation can close the distance for closing in the customer funnel.
Before the presentation, examine what you can do better than your competitors and who are your customers. Then, emphasize your competitive advantage and how it will solve customers' problems.
In the presentation, try to remember to involve the customers as well by asking questions, imitate their tone and pace of voice, speak with confidence, emphasize benefits and try to make the presentation more spicy by story-telling.
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