What matters in selling is that the communication of our offer 'resonates' with the client. This begins when we tune into the client's wavelength.
Their favourite radio station as a trainer colleague of mine Simon Broom calls, is radio WIIFM.
What are favourite programmes Buyers like on Radio WIIFM
The graphic shows the first choice of buyers to what aspects of considered purchase of an offer that they did purchase in the survey of Buyers' views of Salespeople.
WHAT'S IN IT FOR ME?
So to suitably tune into this salespeople need to review their offer and analyse it.
Offer Analysis -
Offer Analysis is a customer motivation technique which enables you to communicate your total offer (i.e. not just the product or service itself) in the most attractive, persuasive and relevant manner.
The exercise of Offer Analysis must be part of your sales preparation and training so that when you are subsequently in front of a (potential) customer you have all the information and ‘ammunition’ you need to select the most telling points and communicate them in the most effective way.
The stages of Offer Analysis (customer motivation)
Identify all the facts and features of:
• Your actual product/service
• Your organisation
• The ‘package’ which you offer your clients
• These facts/features must be exact, preferably quantifiable, and capable of being verified.
Extend these facts/features into results or benefits. Facts/features state what something is; results/benefits state what something does, or what is its effect.
Interpret these results/benefits into motivators or ‘YOU’ Appeal factors. Decide how they can be communicated to the customer in such a way as to appeal to their rational (e.g. gain or saving of money, utility, security) needs or emotional (e.g. ego, loyalty, pleasure) wants. The link phrase for effective interpretation is “...which means that you (or your)...”. Remember you are personalising the benefit with a “wraparound” statement that relates to your customer’s needs.
Features Benefits ‘YOU’ Appeal Motivator
Is Does Means Needs and
Each benefit is tailored to the customer’s situation by using the phrase “which means that you or your” – the word ‘you’ puts the customer in the middle of the benefit picture. In other words your presentation becomes persuasive.
In order to motivate a client or prospect to buy from you, they must appreciate not only that your offer is good in itself, but also that it is the most cost effective offer for the business and preferably also the most personally satisfactory one for them too.
While it is unprofessional and unacceptable to criticise your competitors directly, Offer Analysis enables you to compare favourably with them in two ways:
• by presenting your offer in a professional fashion it will create a much better psychological impression than a badly presented case from a competitor.
• by majoring on those features/benefits which are exclusive to you, or which are your greatest relative strengths, then indirectly you will show how you are better than your competitors.
The practical use of Offer AnalysisYou are not doing the full analysis to enable you to swamp every client with information whether they want it or not. You do it to ensure that you are fully conversant with the implications of your total offer, and so that you are in a position easily to bring to mind the points that will appeal most to a specific individual. You must also provide proof that you can meet both their business needs and their personal ‘wants’.
Offer Analysis will enable you to communicate your key points to your client so that your presentation is:
Logical , Credible , Comprehensive and Motivational