I wonder what percentage of guys…or gals, that bought the Ronco Spray On Hair absolutely had buyer’s remorse after their debit card (’cause I’m sure it wasn’t a credit card) was charged by the customer service/sales agent at the Ronco “have we got something you need” World Headquarters. Was there a moment while using the product that they realized all they did was paint their head? If you were one of super courteous and happy customer service/sales agents at Ronco, what ran through your mind each time that purchase was made? “What a dweeb!” “Poor sucker!” “Man, I should really pick up a can of this stuff!”
While there are many ways that buyer’s remorse is created, there’s one that comes after buying from a horrible sales person. That’s right, the high pressure sale. I have seen this all too often and it absolutely drives me crazy. This is when someone with mass arrogance makes you feel like the product they have is so amazing, and so fantastic, that if you don’t drop everything you’re doing right now and buy it you’re an idiot. Now don’t get me wrong, any sales person worth their weight in gold is going to be sold out passionate for their product!
The problem comes when they think they can and need to bully someone into a sale. “I don’t have time to mess around with you. If you’re not ready to buy right now I have other people who are crouching around my feet with money in their mouths just waiting. What’ll it be?!!” Too many times I have watched someone be bullied into this purchase.
The outcome, buyer’s remorse. What does that mean for the sales person? A CANCELLATION!!!! That’s right. Once this person realizes that they weren’t served, they were taken advantage of, they all of a sudden have an Aunt who’s come down with some…crazy unheard of disease that they now have to have that money back to take care of the situation. And who could blame them for wanting to cancel. They weren’t served in the process.
If you are that sales person, In EntreLeadership I teach our 4 step process; Qualification, Rapport, Education, and Close. I can’t cover them all right now so I’ll get to the others in later posts. The first and most important step is you have to actually see if they are qualified for your purchase. If it’s a $10 item this shouldn’t be difficult…unless they’re 5 years old, then this could be a challenge. With the qualification process find out if they actually NEED your product or service. Do they have the money to purchase? Do they have the authority to pull the trigger? If not, you’re wasting both parties time.
This is your greatest opportunity to SERVE the customer. I know, it’s a foreign idea that we should actually serve someone in our sales process, but when you do, you will be blown away by how easy the rest of the sale becomes. Once we have trust, you can move onto building rapport and educating me. I can move pass the price once the scale of value has been tipped in my direction. So next time you are selling someone, try not to sell! Instead, serve them and watch what happens.
Success, Significance, and Legacy with Tom Ziglar
How To Sell To Different Personality Styles And Close More Sales