Hard Facts On Making It Easier To Buy

Sometimes higher sales and increased productivity means getting out of the way!

We've all heard the shallow quips and cliches used by well meaning managers or sales trainers: "Close early and close often" or "Make it easy for customers to buy." But, how do these ideas apply to the real-world of selling? Let's consider a few practical examples of ways we really can make it easier for customers to buy.

Reduce the Risk

There's no doubt about it -- prospect fear is often an obstacle in the selling process. By minimizing the risks in buying, you make it easier for customers to enjoy the benefits of your offering. Consider three primary reasons people are afraid to buy:

Questionable product performance

Service concerns

Finding better alternatives

Prospects will resist buying if they are skeptical about product performance. What if the product doesn't work as well as you say it does? What if their current product is better than the one you are selling? In healthcare, poor product performance translates into compromised patient care -- or worse. As a sales representative, you are in the best position to set expectations or cull concerns about performance during your presentation. Be sure to ask the right questions to thoroughly understand the customers' needs, wants and expectations. This will help you make solid recommendations, set appropriate expectations and virtually eliminate performance disappointments.

Another way to boost sales by reducing buyer risk is to deliver superior service. If prospects fear poor follow-up after the sale, they will usually avoid buying. What services/support do you and your company provide that exceeds expectations? It's one thing to sell super service and another to provide it. Remember, the service you provide after the sale may make all the difference getting into the sale in the first place!

Educating prospects about your competition will reduce customer fear and lower the barriers that keep them from buying. After all, how many times have you found something better, faster and cheaper after the sale? Educate yourself and your customers on how the alternatives compare to your product or service. Present the specific benefits and features that make your product a better choice for their needs -- only then will they learn that buying from you is a smart investment.

Make it Difficult To Say No

When customers can get more value for their money, it is difficult not to buy. Focus on representing the big picture of what investing in you, your product and your company means to the customer. Instead of harping on features and benefits, demonstrate product superiority by emphasizing how your quality and durability means more consistent performance. How is your product's track record superior to the competition? What additional services or support are included in buying from you? What value do you, as a representative, add as an incentive to buy? Explain the real world impact each aspect has on the buyer's productivity -- in dollars and sense.

Buyers find it difficult to resist trustworthy, honest and dependable salespeople, so build trust with your customers. Keep in mind that trust is not established by what you say as much as what you do. Being on time for appointments, keeping promises, and telling the truth about product performance are all important ways to build trust.

Sometimes the path to higher sales and increased productivity simply means getting out of the way! By removing the obstacles that keep customers from buying, we will pave the way for more customers enjoy the benefits of our offering.

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