You Can Also Become a Sales Champion - 12 Common Traits of Top Salespeople Worldwide

Author: Xia Yuquan
Publisher:
Publish Date: 2006-07-01
Features:
Section 4: Quickly Turn Selling Points into Highlights
In the sales process, whether sales personnel can quickly help customers understand the selling points of a product often has a crucial impact on whether a sale is made. No matter how good a product's selling points are, if they cannot be accepted by the customer or lead to a transaction, then the selling points lose their significance. Therefore, when promoting products to customers, sales personnel should try to present the selling points of the product to the customer as soon as possible, making the selling points stand out as highlights in the customer's eyes, thereby stimulating their desire to purchase. How can sales personnel quickly attract the customer's attention, turn the selling points into highlights in the customer's eyes, and promote on-the-spot purchases? One effective method to solve this problem is on-site demonstration sales. That is, sales personnel demonstrate the performance of the product on-site to customers, turning the selling points into highlights in the customer's eyes and creating a purchasing impulse. In the sales industry, on-site demonstration sales are an important method for showcasing product highlights to customers and increasing sales volume.
A salesperson, while promoting an unknown steam iron, thought of using on-site demonstration sales. The steam iron had a simple design and an unknown brand, making its selling points less prominent in the market. However, through his on-site demonstration, he quickly caught the attention of a large number of customers: this iron was not only more economical and affordable than other irons but also more effective and convenient to use. These originally less prominent selling points, after the salesperson's on-site demonstration, immediately became highlights in the customer's eyes—many customers had not purchased it before because they had not seen its unique selling points. In this way, this salesperson, with a demonstration stand, a display rack, and a couple of products, achieved an average monthly retail sales of around 50,000 yuan, and even as high as over 200,000 yuan during peak seasons. Every time he visited a distributor, he asked them to cooperate with him in conducting on-site demonstration sales to attract the attention of local customers.
During the sales process, sales personnel should, based on the characteristics of the product, find ways to quickly present the selling points to customers, making the selling points stand out as highlights in the customer's eyes. Everyone has their own preferences, and seeing something they like often creates a desire to own it. If they have the financial ability, they are likely to buy it. Therefore, once the selling points of a product become highlights in the customer's eyes, even customers who initially had no intention of purchasing may suddenly feel a purchasing impulse.
Of course, not all products are suitable for on-site demonstration sales during the sales process. Therefore, when using this method to capture the customer's attention, sales personnel should pay attention to the following issues to achieve the desired sales results.
1. The product being demonstrated must have a clear effect. Products with simple functions, easy operation, and strong functional claims often quickly show their main functions during on-site demonstrations, with very obvious effects. For example, Philips' high-end waterproof shaver, through a "water immersion" demonstration, clearly highlights its waterproof selling point. When selling such products with simple functions, easy operation, and strong functional claims, sales personnel should be skilled in using the product. Only by being skilled in using it can they effectively conduct on-site demonstrations and turn the selling points into highlights in the customer's eyes.
2. The product being demonstrated must have strong timeliness. The effect of the demonstration should be immediate and visible on the spot. If it takes several hours to see the effect, customers will have already left. Sales personnel must consider this when selecting products for on-site demonstrations.
3. The product being demonstrated must have unique selling points. Compared to similar products, if the demonstrated product does not have newer functional features, there is generally no need to demonstrate it just for the sake of demonstration. Only by having newer and more unique selling points can the product stimulate the customer's desire to purchase. A salesperson, while selling a vacuum cleaner, demonstrated its unique selling point—"strong suction power" by "sucking bowling balls," making the selling point of "strong suction power" stand out, quickly becoming a highlight in the customer's eyes, and many people rushed to buy it, achieving very substantial sales. However, as competitors imitated and followed suit, "strong suction power" gradually became an ordinary selling point. Continuing to demonstrate it to customers could no longer make it a highlight in their eyes.
4. The product being demonstrated must highlight the key demonstration points. When demonstrating a product, sales personnel must emphasize the main advantages and benefits that attract customers, while lightly mentioning functions that customers are not very concerned about. P075-076