I want it all
Why are salespeople the scapegoats for unfulfilling products? Because every advertisement sells products by telling customers they will find love, success, happiness, sex, their best friend, and even a new body by just buying that product! And how do customers directly buy that product? Not through the manufacturer, but the salesperson.
Lie to me
Emotion driven ads sell. They work. They always have. They tell prospects what they want to hear.
People don’t want to know so much about what makes your product good as much as what it will do for them. Why it will make their lives better. (Thanks for that inspiring <a href=”http://video.ted.com/assets/player/swf/EmbedPlayer.swf“>Ted Talk, Simon Sinek!)
Merchandising and visual build on that drama. Their job is to entice, to sell the sizzle, to lure the customers in to take a closer look.
But, where is my pot of gold?
But what if the customer follows the scent, but doesn’t find love, happiness, and more? Sometimes, they take it out on the salesperson. Not intentionally. Not with mal intent. It just happens. Natural course of dreams unfulfilled…
Frustration breeds contempt, and the next salesperson who can’t fulfill a customer’s latest desires with product becomes, yup, the scapegoat. The customer wants to know why all the ads SAID the product would make them feel wonderful in one way or another and why it isn’t working!!? Why is the person in the mirror nothing like the one in the commercial?
This is why we have long return lines at the customer service desk…
It’s YOUR Fault?
So whose fault is it? Marketing, merchandising, sales? No one’s, really. Take a minute to understand the dynamic here. Drama derives from NEED. Customers go ballistic when a product doesn’t deliver because they weren’t looking for that product, they were looking to fill a need and apparently the product you sell did not fulfill it.
Innocent until proven guilty
So what can you do about it as an innocent salesperson? If a customer expresses disappointment, anger, or more:
- Look beyond the drama
- Don’t take it personally
- Dig deeper
FIND THAT NEED.
THEN FIND A WAY TO FULFILL IT! You don’t have to fill that need with the product they asked for. You just have to fill the need. Sales, Social Media, Ads,… it’s all the same when it comes to drawing attention.
Remember, they don’t know what they need, they just know why they need it. This even applies to items as mundane as a washing machine. Maybe they care less about how well it works than about its bells and whistles. Find out before you try to sell it!
DETERMINE THE “WHY” AND YOU’LL ALWAYS MAKE THE SALE.
- The answer is never “No.” Savvy? (bizcommunicator.wordpress.com)
- Why profiling customers can kill sales (bizcommunicator.wordpress.com)
- Warning! Sidewalk sales can kill customer relationship building (bizcommunicator.wordpress.com)