利益銷售的藝術

潛在客戶在購買時，總會問：“這對我有什麼好處？”這就表示，你在挖掘客戶、過濾篩選客戶過程中，要用利益銷售來引起潛在客戶的興趣。

為何利益銷售對你是重要的？

你所開發的每一個潛在客戶，都要以利益銷售來進行。這就是說，你要強調商品或服務帶給客戶的利益，而非只是說商品或服務的特色。

潛在客戶并不在乎你這個月還必須要完成多少銷售額，或是你必須在休假前完成一筆大交易。這些和他的利益是無關的。客戶要知道如果他採購你的商品或服務，他能夠得到哪些利益？

購買的利益

潛在客戶會購買的原因，是因為你銷售的商品或服務能夠帶給他利益。因此他們會以“這對我有什麼利益？”的心態來評估他們的採購。.另一方面，特徵是關於產品的具體事實。他們沒有解釋產品會如何改善你的潛在客戶。

假設你在賣汽車。如果你告訴一個潛在客戶，某一款汽車在5.4秒內從0加速到60公里，這是一個特性。他會很高興知道這個事實，但對說服他在訂單上簽字沒多大用處。

但如果你告訴他汽車的高加速度使他能够安全地融入高速公路，這是一個好處。.

或者說，你的潛在客戶是一個年長的紳士，接近退休年齡，他不關心加速，因為他比較關心汽車的可靠性和他退休後的預算。

他很冷淡，因為雖然他真的想要一輛新車，但他不想在未來幾年內，為汽車付款而擔心。

你可以不斷地談論汽車的特性，或者你可以指出，如果他現在買的話，在退休的時候，可以付清，或是即將付清汽車餘款。

那又怎麼樣？

另一件重要的事情要記住的是，不是每個人都有同樣的需求。他們不平等地看待同樣的事情。“這對我有什麼好處？”也意味著你應該花時間去瞭解潛在客戶確實需要什麼？以及他來自哪裡。然後匹配你選擇的好處來討論這些需求。

The Art of Benefit Sales

Potential customers always ask, "What's the benefit for me?" This means that in the process of tapping and filtering customers, you should use profit sales to arouse the interest of potential customers.

Why is profit selling important to you?

Every potential customer you develop will be sold for profit. That is to say, you should emphasize the benefits of goods or services to customers, not just the characteristics of goods or services.

Potential customers don't care how much sales you have to complete this month, or whether you have to complete a big deal before your vacation. These have nothing to do with his interests. Customers need to know what benefits they can get if they buy your goods or services.

Benefit in Purchase

Potential customers buy because the goods or services you sell can benefit them. So they would say, "What's in my interest?" Mentality to evaluate their purchases. On the other hand, features are specific facts about products. They don't explain how the product will improve your potential customers.

Suppose you're selling cars. If you tell a potential customer that a car accelerates from zero to 60 kilometers in 5.4 seconds, this is a feature. He would be glad to know that, but it would be of little use to persuade him to sign the order.

But if you tell him that the high acceleration of the car enables him to integrate safely into the highway, it's a benefit. .

In other words, your potential customer is an elderly gentleman who is close to retirement age and doesn't care about acceleration, because he cares more about the reliability of the car and his retirement budget.

He was cold because although he really wanted a new car, he didn't want to worry about paying for it in the next few years.

You can keep talking about the car's characteristics, or you can point out that if he buys it now, he can pay it off when he retires, or he is about to pay off the car's balance.

So what?

Another important thing to remember is that not everyone has the same needs. They look at the same thing unequally. "What's good for me?" It also means that you should take time to understand what potential customers really need. And where he came from. Then match the benefits of your choice to discuss these requirements.