Selling Your Customers What They Need — Not What They Want

Posted on by Carol Roth

Stocksy_txp0272139ak36000_Small_169040The Rolling Stones said it best, “You can't always get what you want.  But if you try…you might find you get what you need.”  Regardless of what kind of business you own, you may find yourself in the unwelcome disconnect between providing what your customer needs to be successful versus what they think that they want.  So, how do you guide them toward the right path without losing the sale?

Outright Refusal is Not an Option

Even though you may want to do it (and sometimes, I really want to do it), the quickest way to walk away without the sale is to flatly tell prospective customers that their visions are two levels short of insanity and then, proceed to explain what they really need.  Even if you’re a rocket scientist in your field, you need to recognize and respect that they not only believe that they know what they need, they also have some important information about their objectives.  Their vision on how to accomplish their goals may take them in the wrong direction, but there may be significant value in what they have to say.  Your job is to guide them in the right direction without rolling over their dreams (or at least doing so without their clear knowledge).

Unless you decide that you do not want the customer, your first response should affirm that you understand their objectives.  Then, tell them how you can meet or exceed expectations while saving time, money or effort, even if it’s with a different product, service or strategy.

Identify Specific Issues

Once you understand the customer’s desired outcome, you can begin pointing out the issues that may prevent clients from meeting their goals.  In many cases, they may be asking for more than they need.  For example, if they want three manuals for a new software system, you can explain how a single well-designed manual can meet or exceed the requirements at a fraction of the cost.  How many people do you know who will insist on paying too much for a project?

There will also be times when customer visions simply will not meet their expressed goals.  In other cases, the entire goal may be unrealistic or even severely misdirected.  A customer who comes to your candy store in August asking you to ship a gift of chocolate-covered cherries to a close friend in Arizona might better maintain that friendship if you suggest a less perishable confection.  But logic alone might not be enough to sway that customer.  If you can tell a story about how people react when they open the box, smell the heavenly aroma and then, realize that the melted chocolaty mess is not safe to eat, you can really drive the point home.

When Offering Alternatives, Focus on the Benefits

As early as the beginning of the 20th century, “The customer is always right” has been the motto that great businesses live by, but that doesn’t mean that you should take it literally.  Customers need to feel that you respect their goals and visions.  But a great way to open their minds to change is to focus on what’s in it for them.  In other words, when you propose changes, lead with the benefits. 

You can’t always convince customers to buy your goods or services just because you know best.  Customers want to hear, “You can double sales and long-term brand loyalty with just a ten percent increase in the quality of the base materials that you use to build your product.”  When you present the advantages up-front, they will listen more closely to solutions that they may have never considered.  With the right incentive, they may choose to pay slightly more to improve their product quality, rather than just modernize the packaging, as they originally requested.

By Remaining True to Your Principles, You Instill Customer Confidence and Boost the Success of Your Business

Here’s a story that illustrates how sticking with your convictions can make a major difference to your customers — and to your own business.  Five years ago, a new customer came to a full service print shop seeking a new supply of the black and white leaflets that he periodically distributed in neighborhoods to sell his lawn services.  The printer advised that people are less likely to toss well-designed color brochures, which convey a more professional image.  The customer recognized the value of this advice and even used the printer’s in-house designer to upgrade the look of his advertising.  He spent more on his new brochures, but that increase was more than offset by the significant increase of new business those brochures generated over the response rate generated by his leaflets during the same period in the prior year. From that point on, he became a loyal customer, turning to the printer for all of his marketing material needs.  And to this day, he continues to send many new customers to the printer. 

Your customers may need convincing, but they rely on your knowledge and experience to get the greatest value from your goods and services, even if you sell them something vastly different from what they initially wanted.  The printer addressed his customer’s wants by focusing on what he really needed.  When you take this approach with your customers, you will not have to rely on a hard sell approach to develop a loyal customer base.

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