97 Your Customer Buys on Emotion

Your Customer Buys on Emotion

Sales people often focus solely on applying tactics with the intent of “closing the deal” with their customer. But they often miss an  aspect that is important to advancing their sales opportunity. 

Realize that your customer buys on emotion and then justifies their decision with logic. So first you must establish an emotional connection with your customer through your communications. Deliver value to them so you become a proactive advisor. Leverage all the tools you have in your arsenal to build a strong relationship, one that is much more than merely based on a sales transaction. This includes articulating meaningful customer success testimonials, demonstrating how your solution will improve your customer’s operation and even making your sponsors heroes in their organization.

These actions will build your customer’s confidence in you, generate excitement in the potential personal and business-related benefits that are possible, and reduce the customer’s perceived risk in moving forward with you, your organization, and your solution. 

Once you build that emotional connection with your customer, you can use calculations to show the numbers that amplify your value proposition to help them envision the financial justification; then you can walk them through a roadmap with resources required, and tasks and milestones that will be achieved along the way;  

Finally, you want to summarize the benefits again to strengthen that emotional connection.  

These actions will go a long way toward helping your 

Setting the stage this way will help you advance your sales opportunity towards a WINNING deal

I’m DJ Sebastian… For more proven sales strategies that will help you sell more, visit my website at thetechseller.com 

96 Make It Multimedia

Make It Multimedia 

Are you making Your Communications Multimedia?

As you plan the content of your customer interaction, be sure to integrate multiple forms of media to deliver your message. 

These can include items such as:

Short videos – customer testimonials, demonstration videos, or videos you record yourself

Dashboards – that graphically describe what is possible with your solution… Show the results as key metrics, performance indicators, or a benefits summary 

Functional diagrams of photos – that depict the high-level “context” of your solution 

Roadmap diagrams – that depict the journey starting from where the customer is currently to the future state, along with the path on how you will help them along their journey

Whiteboard drawings – whether you are onsite in a meeting or remote in a web conference. Drawing on a physical or virtual whiteboard can be a great way to engage your customer and get them participating in your discussion

Infographics – these are visual images that combine charts and diagrams to represent different types of data that have a common theme. Using an Infographic can be a great way to turn a dry boring set of data or facts into a stunning set of graphics. Several tools are available to help you quickly create Infographics. 

Handouts (paper or electronic documents) – such as a writeup that is an executive summary of your main points. 

Why is Using Multiple forms of media important ???

It’s because the people in your audience have different primary learning modes… 

Many learn visually by seeing, 

others learn vocally (by hearing voice sounds)

and some learn through verbal and non-verbal means (like reading text). 

Structure your communications to leverage each of these learning modes to engage the highest percentage of your audience.

I’m DJ Sebastian… To SELL MORE, you need to become a Great Communicator. Find out more about my innovative online course at thetechseller.com

95 Show Your Value Proposition

Show Your Value Proposition 

Every customer communication should reference the business value that you, your company and your solution will deliver to your customer. It is important to clearly illustrate the significance of this business value. Don’t just assume that your customer will figure this out by themselves. 

Specify the business value your customer will realize (after you’ve determined what is possible) and put this in relatable terms. For example:

– Benefits that will increase revenue, net profit, and productivity.

– Benefits that raise the perception of the customer’s brand and market awareness. 

– Benefits that are possible because your solution enables other business processes or staff to work more efficiently and automating or reducing time performing key tasks. 

To help reinforce the customer’s reason for moving forward: 

1) First, Explain the Cost of Delay – Once you have calculated the value your solution will provide, You can break down the delay in terms of a day, a month, or a year. For example, “Every time the sun sets, you lose $3,000.”

2) Then, Explain the “Lost Opportunity Cost” – This is the  cost of doing nothing… The value they won’t realize, that they will LOSE, if they don’t proceed with the initiative. 

Help your customer visualize your value proposition by spelling out your value proposition graphically. Keep it simple. For your Value Projection, show the impact on value by drawing it on a chart. Describe the value using up arrows to denote increases (shown in green) and down arrows to denote decreases (shown in red). 

I’m DJ Sebastian… To SELL MORE, you need to become a Great Communicator. Find out more about my innovative online course at thetechseller.com

94 Customer Testimonials

Customer Testimonials 

Testimonials where your loyal customers speak in their own words about their success, gives you, your company, and your solutions tremendous credibility. Your prospective customers can visualize a successful result through testimonials and it will help you accelerate through your sales cycle. It can also reduce any perceived risk in doing business with your company. 

A video testimonial puts a real face on your mutual success and helps project confidence in you and your team. Don’t be shy about using video testimonials. They don’t have to be an exact fit to your prospective customer’s business. 

If a customer won’t agree to record a video testimonial to publicly go on record about their success, or if it’s not practical for them to do so, learn to tell their success story yourself, and then record your own videos to re-tell the story… you can make it anonymous, by leaving out the actual name of the customer. Just be sure your story is factual and can be proven later as needed. 

Your video only needs to be a couple of minutes long. The testimonial can begin by setting the stage about how the customer had an important business issue to solve, what problems the issue caused, and how you came to the rescue to help them attain substantial benefits. Be specific about the value your customer gained because you served as a partner to help them achieve the value. 

You might even consider recording your video in an area that is related to your story (like a warehouse, an auditorium, or an office setting). You can make it informal… set the backdrop in your own office, at an outdoor restaurant, at a train station, or even outdoors on a walking trail.   

In any case, you will find that these customer testimonials are as good as gold. 

I’m DJ Sebastian… To SELL MORE, you need to become a Great Communicator. Find out about my innovative online course at my website, thetechseller.com

93 A Powerful Opening

A Powerful Opening

For every customer interaction, you must start out strong… Whether your meeting is face-to-face, a remote web conference, a phone call, or even an email or text message. Spend time to craft a powerful “opening.” 

Your customer or prospective customer could be one person or many, and they will evaluate your worth, your message, and its importance within the first 30 seconds of your meeting. You have one chance—one opportunity to captivate them. Don’t waste it. Don’t lose your audience right off the bat with a tired, boring opening. 

The most important thing is what you do or say right at the beginning, so 

– Forget the warm-up, 

– Forget making small talk, 

– Forget starting with a joke or a so-called ice-breaker, 

– Forget doing your introductions, yakking about your background, droning on about your company mission, your impressive list of customers, or spending ten minutes chatting about each agenda item… Those add up to a giant YAWN… you are about to put your audience to SLEEP. 

Instead, in those first 30 seconds, when you have their undivided attention, give them something that captivates them to quickly engage them. 

Because it’s not about you… it’s about them… Nobody cares about you until you give them something they should care about. 

Here’s an example of a captivating Opener… as the salesperson opens a customer meeting like this:

“What if… What if you could reduce your shipping costs by 10 percent? What would that be worth to your company? Later, we will explain how some of our other customers worked with us to achieve exactly that. 

Stay tuned.” 

See what happened here? You can envision how this can be a great way to get the customer yearning to learn more and set the tone for more in-depth discussion… Because you got them engaged right at the beginning.

I’m DJ Sebastian… To SELL MORE, you need to become a Great Communicator. Find out how at my website thetechseller.com