A Sales Associate's Most Important Words
For decades the most important words in marketing have been “free,” “sale,” and “guarantee.” Want to get someone’s attention in an advertisement? Tell them something is free or on sale. Want to jack up your closing rate? Increase the value of your guarantee.
Selling and marketing, however, are different animals. Marketing is getting the customer into your store or securing a meeting with them. Selling is closing the deal, making the sale, convincing the customer that your products and services are worth more to them than their money. Top producers know that selling is solving customers’ problems and fulfilling their needs and wants.
The next time you want to secure an appointment with a prospective customer, find out the problems, needs and wants your products and services will solve or can provide. If you sell forklifts, for example, it’s fair to think the solutions include the need to move materials around a warehouse setting in a safe, efficient and cost-effective manner.