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3 Things Every Customer Thinks About You

We don’t ever want to buy anything; it’s down to the product or person persuading our emotions to change our minds.

As a sales person you receive a certain amount of training that always highlights the main features of whatever you are selling, with your tele sales training/script you are also programmed into ‘knowing’ what your customer wants and how to give that to them. Reality Check! You don’t and neither does your company.

These are the 3 major questions a customer will ask themselves, usually subliminally, before parting with their cash:

#1.  What are my feelings towards this person and the company but also how much trust do I have?

You’re representing the company so ensure everything is of the highest standard, ensure the customer is at ease and build a relationship that can produce a champion.

Always be straight and ensure you don’t hide any facts or mislead the customer. If something goes hazy then chances are the trust in the relationship will be ruined and no amount of deals will be able to fix that.

#2.  Do I want these products and services?

Nobody buys anything unless they need it, so bring up a common problem that gets solved with your product which then allows the customer to think for themselves and ponder all the solutions you could solve for them.

This is when you need to listen and be truthful about what you can actually do for them, not a fairy tale that doesn’t solve any problems and again hurts the relationship between customer and company.

#3.  Does the product’s value meet my expectations and do I really need it?

This is the hardest part to sway the customer to a buying attitude. Countless times have I been in the same room where a customer expected a product to cost this much and in fact it costs more.

A lot of the time they will have heard a number and not actually looked further into it and this is when expectations can hurt the transaction. Be very clear about price and discounts and depending on what you’re offering, bring up any characteristics that should be expected but not worried about if they appear.

Related: The Only Sales Objection You Will Ever Need To Overcome

What should be taken away from this.

If you have read the book How to Win Friends & Influence People (if you haven’t it’s a must read) then you know there is a strong emphasis on the other party. It’s never I want this and me, me, me in fact you should rarely consider what you want. Listen to the customer and become fully engrossed in what they have to say. If you can then use the knowledge to educate the customer on how they can profit from your product then chances are they will buy into it.

Remember as much as we may like to think about what we want, we need to consider what the customer needs and desires. This is far more important unless you plan to buy enough of the product you’re selling to keep the company going.

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Image: “Sales situation in a car dealership/Shutterstock

Johns company - Tactical Sales Training, is about the subtle art of sales. Those little details that turn into big deals. If your business is missing opportunities or dropping prospects that looked like sure things, it could be because your salespeople need a few pointers on the art of sales. Tactical Sales Training will help you explore the value and power of honesty so you can address problems as they arise, mention the unmentionable, acknowledge roadblocks, admit uncertainty – and be a better salesperson because of it.

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  • Thanks for that John! You touched upon something : In Sales and Marketing, you could say there is a Karmic Nature to dealing with customers. You are right – once you stop pushing and start listening and be authentic vis a vis what your customer, it makes what you do way more meaningfula nd effective

  • ElliStGeorgeGodfrey

    One of my favourite questions to ask in seminars and 1:1 coaching sessions, is “why do you customers really buy from you?” Even for my own business, there are times when I’m not quite sure either. Your tips are a good reminder that sales is less about our sellling ability  and more about the emotional life our customers are experiencing.

  • John Perrin

    Thank you for the awesome comments. It’s something that is being forgotten that the customer is just a cash point. Too many times do we hear/see people who have be exposed to a salesperson that takes everything without any true thought. 

    This is the problem with the image of sales and granted it will keep on going this way simply because of the greed some people begin to feel. It is also very important to remind ourselves why we believe the company is unique and what it has to offer.

  • John Perrin

    That’s very true, as much as having an asset is a good thing consider the mindset you have with one, it’s generally about the value/money that can be generated from it. This is when you need to think about the problems you can solve for the customer and how YOU can become an asset to them. Very valid point however.

  • John Twohig

    HI John, I enjoyed the post but can not agree with you opening statement that we never want to buy anything. We all have needs, different needs at different times in our lives. I do accept that the sales person holds the key to where we purchase the goods or service. As a man I will only by when I need to, what a good sales person should be able to do is get me to purchase the correct product to suit my needs. The sales person should, by the correct use of questions and listening, establishing my needs.  

  • People buy from an emotional state. They justify the logic used to accomodate that emotional state. Women are experts at this! Men are also very good at justifying exactly why they need something.
    I disagree that people only buy when they need to. Esp with B2C, clever marketing ploys can entice people to spend money they simply do not have.

    But I agree about truthfulness and authenticity. By being empathetic to a client’s pain, and providing the relevant solution to their pain, desire or fear – you are reaching into their emotional reasons why they should buy.
    Great post John, to highlight and remind us to listen to the customer, because they ARE always right – they know themselves better than us!

  • John Perrin

    Hi John, glad you enjoyed it. That’s very true, we do have our different needs in our lives but have you ever caved in to the up selling process a supermarket has? The till is lined with junk you didn’t even think you needed or actually wanted but the branding and instant desire is what sways you to buy the chocolate bar. Then you try to back up the decision to buy the bar by saying you are a tad hungry or you need the energy, yet you were fine a couple of minutes ago. The branding there sold itself to you and it changed your emotions as well.

  • John Perrin

    Thanks Elaine! I recently read a study by Ferrazzi Greenlight, which highlighted how companies saw greater growth focusing on client relationships rather then regular transactions with ‘new’ customers. It’s incredibly interesting and worth a read, but it works hand in hand with the process of dealing with the client’s problems and fixing those issues. If you become a security blanket for the client they will always return without a moments hesitation, so this should really make everyone consider what they are doing for the current client relationships they may have. 

    But marketing is what plays with our emotions, a half dressed woman has different effects for everyone but nonetheless its pushes around our emotions, which ultimately is the deciding factor for our purchases.  

  • John Perrin

    Hi Anton, thanks for the feedback. That is very true, only last week I went and bought a hammock for the summer, looks like autumn will be here first. 

    Sales as an industry has got into the mindset of 80%-20%, so more talking and less listening basically. Which then defies the logic of solving the customers problems as you don’t really have any idea as to what they require. It’s very irritating actually to see it happen so often, giving the sales industry a bad image that is already suffering with the cheesy lines people get feed.

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