During a training session on the topic \u201cProfessional Sales Perspective\u201d at a hardware and electronics business, the instructor asked the students: \u201cWhat are we selling?\u201d. During a training session on the topic \u201cProfessional Sales Perspective\u201d at a hardware and electronics business, the instructor asked the students: \u201cWhat are we selling?\u201d.<\/p>\n\n\n\n
Most of the answers were: \u201cWe are selling televisions, refrigerators, electronics, refrigeration, household appliances\u2026\u201d. The lecturer continued to ask: \u201cSo, what are our competitors selling?\u201d. The students answered in unison: \u201cYes, exactly the same!\u201d.<\/p>\n\n\n\n
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Many people would think that this teacher asked a silly question. Which salesperson doesn\u2019t know what product they are selling? Who doesn\u2019t know what their competitors are selling?<\/p>\n\n\n\n
Why don't customers buy products?<\/p>\n\n\n\n
Many sales staff, when interacting with customers, "talk endlessly" about the composition, chemical formula, names of components, chemicals, and very confusing functions of the product, while what consumers care about, what benefits the product brings to them, is not explained in detail.<\/p>\n\n\n\n
In particular, in many cases, emotional benefits are much more important than functional benefits. Emotional benefits contribute greatly to customer satisfaction.<\/p>\n\n\n\n
Take a cup of coffee for example. If you go to a coffee shop in District 12, Thu Duc, or Binh Tan, the price of a good cup of coffee is only about 10,000 VND.<\/p>\n\n\n\n
But the same cup of coffee, even if not as delicious, if you sit in a similar coffee shop in District 1 or District 3, the price will probably be double, triple, or higher, even though the space may be narrower, the decoration worse, the service staff less enthusiastic... And many other similar examples with beauty salons, restaurants, clothing stores...<\/p>\n\n\n\n
In terms of function, these products and services may bring similar benefits, but in terms of emotions, the benefits will be very different. People who are willing to spend three or four times more money to sit in a fancy restaurant or cafe in District 1, are not necessarily just buying food and coffee; but buying emotional benefits, and the satisfaction that emotional benefits bring. That is the satisfaction of showing "class" and luxury, being "respected" by others for daring to "spend" lavishly and "spend lavishly".<\/p>\n\n\n\n
The success of sales lies in knowing how to evoke and \u201csell\u201d those emotional benefits to customers. And, those who want to become professional salespeople need to clearly identify that you are selling benefits, not products!<\/p>\n\n\n\n
Another important, but not yet popular, point of view in the sales \u201cworld\u201d is: \u201cHelp customers buy, not just sell\u201d. Many salespeople (and businesses) try every way to sell products, and \u201cpush\u201d products to customers and that is the end of their responsibility.<\/p>\n\n\n\n
In many cases, sales staff try to persuade and plead with customers to buy on their behalf; meanwhile, the factor of how to make customers "voluntarily" buy is not focused on.<\/p>\n\n\n\n
\u201cHelping customers buy\u201d means making them believe that their purchase decision is a good one. \u201cHelping\u201d means explaining the benefits of the product (both functional and emotional) so that they can make their own decision to buy instead of being pressured or begged to buy.<\/p>\n\n\n\n
Only then, when they leave with the item, will the customer feel comfortable because they have made the decision to buy it. Part of the satisfaction lies in the belief that they have done the right thing. Thanks to that, the next time, the staff will have the opportunity to meet these customers again.<\/p>\n\n\n\n
The idea that \u201cCustomers don\u2019t like to be tricked\u201d also needs to be emphasized. Salespeople who have been trained for a few days in persuasion skills often use the \u201ctricks\u201d they learned when they learned about this topic quite blatantly. Unfortunately, many customers with a high sense of \u201cvigilance\u201d can easily recognize that the salesperson is using \u201ctricks\u201d to lure them.<\/p>\n\n\n\n
There is no persuasion that is more successful than sincerity and genuine concern for the customer\u2019s interests. The most profound \u201cmartial art\u201d is \u201cno tricks\u201d, that is, \u201cmartial arts that are not martial arts\u201d. The \u201cmasters\u201d of sales are those who show sincerity to customers (sincerely). They know how to \u201ctell\u201d customers that they have no \u201ctricks\u201d, other than genuine concern for the customer\u2019s interests. They only seek to \u201chelp customers buy\u201d.<\/p>\n\n\n\n
One of the simplest and most effective ways to show concern is to be willing to wholeheartedly advise customers to buy products from other companies, if your company does not have that product, or has it but does not meet the customer's requirements. In many cases, this sincerity creates sympathy and trust for customers, so that they come back to buy again next time.<\/p>\n\n\n\n
Professionalism in sales, first of all, must be expressed in the sales perspective. From the perspective will lead to psychological developments and expressions through behavior. If the salesperson is imbued with the above professional sales perspectives, they will understand the customer's mind. This has a decisive meaning to the success of the "deals".<\/p>\n\n\n\n
Nguyen Huu Long<\/strong> (TBKTSG)<\/em><\/p>","protected":false},"excerpt":{"rendered":"
Trong m\u1ed9t bu\u1ed5i hu\u1ea5n luy\u1ec7n v\u1ec1 ch\u1ee7 \u0111\u1ec1 \u201cQuan \u0111i\u1ec3m b\u00e1n h\u00e0ng chuy\u00ean nghi\u1ec7p\u201d t\u1ea1i m\u1ed9t doanh nghi\u1ec7p kinh doanh h\u00e0ng kim kh\u00ed \u0111i\u1ec7n m\u00e1y, gi\u1ea3ng vi\u00ean h\u1ecfi h\u1ecdc vi\u00ean: \u201cCh\u00fang ta \u0111ang b\u00e1n g\u00ec?\u201d. Trong m\u1ed9t bu\u1ed5i hu\u1ea5n luy\u1ec7n v\u1ec1 ch\u1ee7 \u0111\u1ec1 \u201cQuan \u0111i\u1ec3m b\u00e1n h\u00e0ng chuy\u00ean nghi\u1ec7p\u201d t\u1ea1i m\u1ed9t doanh nghi\u1ec7p kinh doanh […]<\/p>\n","protected":false},"author":3,"featured_media":1227,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[48],"class_list":["post-486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-khoi-su-kinh-doanh","tag-bi-quyet-kinh-doanh"],"yoast_head":"\n
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