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Customer positioning and How to Identify, Attract, and, Nurture Your Ideal Customer.

To sell and make money, your competitors use a certain set of rules and guidelines.

These rules allow you to enter into effective interaction with a new client and make him permanent.

You are selling to a live person, not to a company

If you work in the B2B segment and interact with companies, when negotiating with a client, remember that you are a living person. And not everyone will be satisfied with your standard templates and template presentations. It is necessary to proceed from the motives and perception of the client (the opinions of the hired manager and the business owner about the product will differ), each time to find convincing arguments.

Sell yourself first, then the product

It is unlikely that you are selling a unique product. Most likely, what you offer, the client can purchase in another hundred places. It is enough for him to enter a phrase in a search engine, and the Internet will offer thousands of companies that sell this product or service, offer discounts and delivery, as well as (quite realistically) more affordable prices.

Therefore, you need to sell yourself, your expert status. Demonstrate to the client that you understand the issue in detail, understand their problems and needs, and know how to solve them. Convince the client of this and only then start selling. By selling your expert status to the consumer, you can win the competition even among the market leaders.

Let the client say

If your client says more than you do, then you have a real opportunity to conclude a deal with him. Take your time with suggestions: let the customer tell why he wants to buy the product and what problem he wants to solve with it. Ask leading questions, listen carefully and politely, do not interrupt. By hearing what the client needs, you can sell him what he really wants.

Explain the benefits

When describing the benefits and characteristics of a product, emphasize why it is beneficial to the buyer - and it is advisable to take into account his needs and problems. Product characteristics that are not tied to specific benefits do not affect the target audience.


Avoid the phrase "It's impossible" - anything is possible

If the client is not satisfied with your product, and he wants to receive it in a modernized form, do not refuse: just state how much it costs. It is quite possible that the price will be acceptable for him, and you will receive additional profit and new experience in solving unique needs. Plus - the authority of the expert in the niche will be strengthened.

Sell emotions

When communicating with the client, “draw” “pictures” in his head: describe what will happen when he buys the product, what changes will take place in his life (or in the work of his company), what emotions will be experienced, and what will happen if he will not purchase the product. Describe examples of other clients - vividly, in detail, so that the client can imagine it. You or your sales manager should do everything so that the client visually presents that he is already using the product or service and is getting positive emotions.

The buyer is always right

A hackneyed truth, but many continue to neglect it. Respect the opinion of the client: if he stands his ground and stubbornly does not want to accept your position, you do not need to convince him and prove the opposite. If you sell electric vehicles, and the customer is sure that there is nothing more powerful and more reliable than gasoline cars, let him remain unconvinced. Your task is to make the buyer understand that the electric car will also solve his needs and will be effective.

Take the floor from the client

Let the buyer have small commitments to move the sales process towards the final purchase faster. If the customer said, “I'll think about it,” and you let him go, most likely the customer is missed. Therefore, at the end of the meeting, take a small promise from him. For example:

  • agree to take the next step - to meet again on a specific day for more detailed discussions. In online sales, this task is solved by a reminder letter that the product is in the basket, but no decision has been made. Offer to answer the questions;
  • request specific information. For example, if you sell windows, ask the client to send preliminary measurements so that you can calculate the optimal design options for a specific date;
  • promise the buyer a bonus or a gift - but only after the transaction has been completed.

There is no “golden rule”, but there are certain techniques which help you influence the opinion of the client.