cutomer-focused selling

Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz

Customer-Focused SellingMatching product benefits with customer needs

Craig James

Sales Solutions

May 11th, 2005


Agenda

How to use this medium Introductions Content Closing Q&A


Customer-focused Selling

What does it mean?

Compared to what?


Provider-centered approach

Listen to me!


Customer-centered approach

“Let me tell you about me”


What’s your customer’s primary interest? His problems

And addressing them His worries

And alleviating them His needs

And satisfying them His goals

And achieving them


What’s your customer’s secondary interest? Your offering - and how it gets him

what he wants Your offering - and whether it’ll get

him what he wants Your offering - and how it’ll get him

what he wants Your offering - and whether it’s a

good deal


Unerstanding your customer

Situation Needs, Goals Worries, Concerns Constraints


Why Bother?

Establish Credibility Seen as a solution provider

Build Trust Seen as a concerned advisor

Sharing of critical information Get the inside track

Paving the way Get introduced to key players


How to be customer-focused Get inside your customer’s head

Ask questions

Listen intently to the answers

Recommend a solution specific to that customer’s situation


What kinds of Questions?

Situation Needs, Goals

Worries, Concerns

Constraints

What’s going on? What looking to

accomplish? What concerns

you? What might

prevent you from succeeding?


Presenting Your Solution Be sure it speaks to the customer’s

expressed needs Focus on the benefits of your

offering and support them with features


Presenting Your Solution An effective presentation

Grabs the customer’s Attention Generates Interest Stimulates Desire


Features vs. Benefits

Aspects of your product Size Speed Color Configuration

What they can see, touch, hear

What the customer gets from the feature. What they’re really buying

Is intangible comfort cost saving


Features vs. Benefits

When presenting features and benefits, resist the urge to talk about all them Limit to only those that relate to

your customer’s issues, and that support the solution they need.


Key point #1 to remember when presenting your solution

Don’t talk too much - you will either

lose the customer’s interest

say something that will trigger a concern


Key point #2 to remember when presenting your solution

When you start hearing buying signals, STOP SELLING!


Results of customer-focused selling

Prospects are more likely to buy from you when you’ve given them the opportunity

to share their “stuff” with you they feel you understand your solution aligns with their

problem or goal they trust your judgment


Summary

Customers buy for their own reasons, not yours.

Ask questions to find out what those reasons are

Present relevant benefits, suported by relevant features

Know when to stop selling, and start asking for commitment


Closing Q & A


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[email protected]


Customer-Focused Selling

Craig James

Sales Solutions

877-862-8631

[email protected]

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