The Dark Side Of Sales Expertiseness In Our Salesman
undercover.co.id – Shocked Fact because 80% of the sales reps who I have met and been trained, actually did not / yet have such expertness, James Gwee
This is why so many sales reps have very low success rates. They were mostly back to the office with many reasons such as, “the customer said that the price was too expensive”; “They said that they got another supplier”; “Their words were our products did not fit to their needs”.
All those were just an excuse, because the real facts from them are:
- They do not know how to make their products more exciting, profitable, and relevant to customers.
- They do not know how to put themselves and the products in a position where the “value” delivered to the customer is considered more than the price they must pay.
- They do not know how to show the illustration of calculation, in which, although the product seems more expensive than the competitor’s, it turns out to be different if it’s calculated or seen from another point of views, as result, indeed, competitors’ product is more expensive. Try testing your sales reps; are they able to master the comparison calculation of cost to benefit? Try testing your sales reps; are they able to convince from the stage of features, benefits, to the relevance to the customer?
If your sales reps are not able to do both tests above convincingly and confidently, then there is a problem that exists in pricing, competitors, consumers, plus the sales reps of your company. If, in fact, your sales reps could not pass both tests, then of course there is something wrong with the way company trains its sales reps.
“You let the sales reps go to the market in where they do not know how to explain to customers about the features and benefits of the products they offer.”
Features and Benefits
Those are the basis for the sales reps; it is going to be so embarrassing, if there is a sales rep who does not master it. But, you may be surprised because there are so many sales reps who has not yet mastered that matters. Perhaps the most experienced sales rep in the team can do it. But in my experience giving training, I found 90% of sales reps who works at a company in less than a year cannot do this convincingly.
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Therefore, every day for this recent year, you have let the sales reps go to the market in where they do not know how to explain to customers about the features and benefits of the product they offer.
Let me explain, most sales reps know the features of the product and the company. For example, they can explain, “Our company has been established since 1994”; or “We already have branches in 25 major cities across Indonesia”; or “Our factory has certified by ISO 9001 certification”; or “The materials we use are the highly qualified materials”; and many more.
It was all good.
But, so what?
This is what I mean when I say most sales reps only offer and tell the features, but their explanation does not explain the benefits (benefits), or relevance. This is why it remains a missing link of explanation delivered until the stage of the closing sale. There is nothing to bridge the two matters.
Consider the example below:
Feature: Our Company has been established since 1994.
Benefit: Therefore, we understand completely about our customer needs, because we have served customers very well for 22 years.
Emotionally Relevance: Then you can take your time relaxedly because you do business with a business partner who will try the best to maintain the good name we have built for 22 years. That is a very clear and obvious benefit if you do the business with us.
By looking at the example above, we can clearly see the layout emotional. Not on features, not even on the benefits, but at the stage of its relevance.
The relationship key of the features stage to benefits stage is the word “therefore”.
The relationship key between the benefits stage and the emotional relevance also lies n the word “therefore”.
The word “therefore” helps customers understanding how all the explanations that you deliver can be useful, usable, and giving advantages. Because the word “therefore” is making what you’ve described having a value (valuable).
In the next article we will discuss more about the relationship between the stages above and the word “therefore” that could bridge it.
I’ve given training to the sales reps for 26 years, and I still get shocked and feel sad because 80% of the sales reps who I have met and been trained, actually did not / yet have such expertness.
Have you understood why so many sales reps got very low success rates? They were mostly back to the office with various reasons such as, “the customer said the price was too expensive”, “they said they already have other suppliers”, “the customer said our product was not suitable to their needs”, and others. And we already known such cliché reasons often said by the sales reps when they return to the office with no results.
We’ve learned that the word “therefore” helped customers understand how all the explanations that you delivered could be useful, usable, and giving advantages. The word “therefore” was making what you’ve described having a value (valuable).
This time we discuss more about the relationship between the stages above and the word “therefore” that could bridge it.
Remember that, customers will certainly bargain prices, and consumers rarely buy just because the price issue. Factor that they always consider is the price vs. value.
Thus, the word “therefore” as a bridge can help increasing the value of whatever product you are selling. When the value of a product has been highly regarded by consumers, then they can implicitly accepting the price, although the price is high.
Test your sales reps. How many of them can explain properly, assuringly, and confidently word by word after the word “therefore”? Try testing it altogether with the team today; you will be shocked and saddened at the same time.
Those were what I taught to all your sales reps when they attended a Sales Champion Boot Camp at the end of August 2016. When the emotional connection was successfully bound, it would seem natural for every sales rep to close the sale.
Feature: Our Company has been established since 1994
Benefit: Therefore, we indeed understand about our customer needs because we have served our customers very well for 22 years.
Emotional relevance: Therefore, Ma’am, you may feel very calm, because you establish business relations with a business partners who will try as best as possible. We have been maintaining a good reputation that we have built for 22 years. That is a very clear and factual benefit if you, Ma’am, do business with us.
Closing the Sale: So, do you prefer to pay by cash or credit card?
For every feature in the company and each feature of your product, make sure you’ve taught completely to the sales reps about what they should say to consumers about the benefits, emotional relevance, and the close of the sale.
Words or sales script cannot be expressed spontaneously by the sales reps. These words should be created solely by sections/ departments of the company’s internal training. So, the company should not be lazy.
I’ve helped many companies to create words / scripts over the past 20 years. Once the sales script was ready, do role play intensively until all of your sales reps can explain clearly, fluently, assuringly, and confidently.
When all the sales reps have mastered this, I believe the sales closing ratio or success of their sales will increase triple!