Innovative Sales technique
Deflect
and redirect
I
heard a radio infomercial this morning at 5:00 a.m. and was intrigued by some
of the sales techniques they used.
I
will call what I heard deflect and redirect.
Here
is what happened, a woman called into the infomercial talk show with the
following questions.
“What
will happen if and when I stop using or taking the fat burner product?”
Instead
of answering the question the talk show host asked her a question.
Name, how much
weight do you wish to lose?
She
indicated around 40 pounds.
Then
he asked her if she ever felt tired or exhausted?
She
indicated she felt that way all the time.
He
immediately went into talking about the benefits of his product and how it
could help her to lose the weight and regain the energy she lost. He ignored
her question by deflection and then redirected her by using another question.
He
deflected the question by asking another question that he knows his product's
benefits could fulfill.
He
first asked her a question which would allow him to talk about the benefits of
his product.
In
order to do this he
1.
Knew what simply probing question he wanted to use,
2.
Knew what questions to ask so as to draw out the prospect,
3.
Knew the benefits of his product,
4.
Knew his product,
5.
Knew what question to ask to draw the prospect out and more importantly he knew
how she might respond,
6.
Her response would allow him to demonstrate the benefits of using his product
to fulfill a perceived need,
7.
He sold hope.
Hope
that
1.
She would lose weight,
2.
Look better,
3.
Feel better,
4.
Have more energy,
5.
Not be so tired,
6.
Be more attractive etc.
He
controlled the sales process by asking questions he knew the answers to.
He
knew what she would say.
He
knew the customers hot buttons, he knew what types of questions to ask
to push those hot buttons and he knew how the benefits of his product would
fulfill those hot buttons.
Deflect and don’t
answer questions associated with your product that don't put your product in
the best light.
You
need to be sensitive to the signs or perceived stumbling blocks associated with
the purchase of your product.
Redirect the consumer
(prospect) back to the essential benefits of your product by using well thought
out questions that lead to a perceived need by the consumer which your product
can satisfy to their satisfaction.
Other
things in the infomercial that they used were
A.
testimonials – it is very
important to have customer testimonials from people who have used your product
and were happy with your product. It doesn’t hurt to provide these people with
some sort of incentive (money or product) for their help and support.
B.
Experts – another form of a
testimonial, this time using people who are perceived experts in the field.
These people can also be your spokesperson. If you can’t find an expert then
you need to sell yourself as the expert. You need to sell yourself, your
credentials and your credibility. An expert is someone the customer perceives
they can trust and therefore will give their time and attention to listening.
They believe they will get something of value out of listening to an expert.
C.
Product specials – it is
important to use product specials as an enticement to using your product. For
example 10% off first order, buy two get one free, free shipping, introductory
price, 30 day money back guarantee, throw in other products free as an
incentive to purchase and even if they return the original product, they can
keep the free product, just for trying you, your company and your product or
service.
Insurance
company example. If the customer buys $250,000 face value of whole life
insurance, the company might throw in a $25,000 10 year term insurance policy
for free.
Other
freebies, cables, connectors, extended warranty, gift baskets, polo shirts,
hats, etc.
D.
Money back guarantee –
important to let the customer try the product for a period of time (30 days for
example) so that they can see for themselves the benefits of using your
product. If they are not fully satisfied they can return the product, no
strings attached for a full refund. Money back guarantee.
You
could also allow your prospect demonstrate the product – try before they buy
scenario.
E.
Objections – important to be
aware of these up front and have a counter for them as they arise. If you know
what a customer’s objection is going to be, it is important to add this to your
sales presentation and present it as a benefit. That way the prospect can’t use
it as an objection – a reason not to buy.
Objections are
nothing more than a request for more information.
They are telling
you what areas they are not sold in yet.
F.
Hope – we are in the business
of selling hope. Customers buy because they hope that by spending the money on
whatever it is they are buying that the product will meet or satisfy a
perceived need.
Max
Factor was selling a $1.00 lip stick product but it wasn’t selling well. So
they relabeled it, charged $6.00 dollars and told women it would make them look
sexier, more beautiful, and more desirable. Same product, different sell. They
were selling hope of better looks.
When
you sell hope, you are selling things such as this will make you look better,
thinner, more attractive, more desirable, healthier, more energetic etc.
We
also sell the hope that our product will save you time, energy and money by its
use. We all want products that will simplify our lives, make our lives easier.
We all hope for a better tomorrow, more health, energy, looks, money, happiness
etc.
I
hope you understand what I am writing about.
Logo design – I would like
my company to be identified by my logo in and of itself. I want others to be
able to look at my logo and immediately associate it with the name of my
company. For example the Nike swoosh, the Pepsi symbol, golden arches of
McDonalds. The logo therefore must be separate from the company name and be
able to stand on its own. Another example of this would be an entertainer who
only uses one name, like Madonna.
I
forgot to start off with segment by saying.
As I was
walking, the Lord was talking and this is what I heard.
As
I was walking this morning, I jotted down the above information.
I
wanted to thank you Lord for providing me with the above understanding and the
inspiration to write it down. It is one thing to think something; it is all
together something different when you take the time to write it down. It helps
to clarify the information.
I
have one more section to write down, on the subject of threats but I think I
will save it until tomorrow. Right now my hand hurts quite badly and I think I
have written about as much as I can for today.
I
want to thank you Lord for this wonderful day, I love you Lord. Thank you Lord
for watching over me, thank you for keeping me safe. Amen!
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