Selling "-abilities": Reliability
Most high-tech salespeople love to talk about their “-abilities”: Reliability, Upgradeability, Compatibility and Expandability. Salespeople feel stronger and more confident when they can use their ‘abilities’ to convince the customer to make a buying decision.
But what happens when the customer still doesn’t buy? What happens when you keep repeating your abilities but get no response or pulse from the customer? Many salespeople overuse their company's abilities. Repetition or sounding like everyone else has the affect of dulling a customer’s buying senses. So, how do you sell ‘abilities’ effectively?
Lets start with reliability in this first of
Strategy #3: Many large corporations have some type of certification program.
Some of these programs are either done in-house or outsourced to some
third-party company who specializes in testing products. Take a look at one of
your appliances at home and you’ll note that it has been certified as reliable
by some third-party laboratory (e.g., U.L.). If a company has an in-house
certification program, the first step in the selling process is to get the
product approved. Here is where a salesperson’s technical support team can play
a key role in ‘helping and expediting’ the certification along. If the
certification is to be done by a third party, all you can do is hope your
product passes. The key here is to get your product(s) approved and “spec’d in”
(i.e., specifications approved) by the company. Once this happens, a path is
cleared for the salesperson to begin the selling process.
© 2003. Victor Antonio G.. All Rights in All Media Reserved. Victor Antonio G. is a sales trainer and motivational coach.
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