Two Couples, Two Sales Approaches

Never talk down to anyone. Here are situations with two couples, two sales approaches.

A young kid with a GED deserves just as much attention and respect when he walks into your showroom as a Summa Cum Laude CEO. Without talking down (or up) to either, you can adjust your presentation according to the needs of each. Become a quick study on what level of language to use by paying close attention to the words your buyers use.

What does that mean?

Let’s look at two different couples walking in to your store to buy a new refrigerator. Couple number one is a retired man and his wife who want to replace their 20-year old fridge. The words “fixed income” probably come to mind. We’ll assume you’ve asked a few qualifying questions to determine their specific needs which are likely to center around economy. Therefore, you’ll want to discuss such topics as dependability, low energy costs, longer food storage capabilities which stretch a food budget and perhaps a service plan that can eliminate unexpected repair costs.

Couple number two is young and just starting out. Would you use the same approach? No. You would accent the features and benefits that apply to their specific situation. The features on the unit may be the same, but you will present the benefits in a different light, one viewed from their perspective. For example, they may be cost conscious, like the older couple, and want to look at lower-priced models. You even may refer them to the same model the other couple chose, but you would handle it differently as they may be more interested in features such as outside water and ice dispensers, sections with adjustable temperatures and so on. You may even win them over to a larger model with a higher investment when they realize the longevity of the higher quality brands. The slightly greater investment they make now will likely be offset by the replacement cost they’ll avoid down the road. In truth, the larger unit may be the most cost-effective decision.

In other words, pro speaks a lot of different languages. You speak old folks. You speak young family. You speak CEO and you speak GED. The language all depends upon the needs of the individual buyers.

If you want to test this, try talking in normal business terms to a five year old. He or she will lose interest almost immediately. But then try speaking on the child’s level and just watch the happy animation appear on that tiny face as he or she realizes you have just entered the five-year old world. It’s like magic. And the same technique will work magic in sales.

Copyright Tom Hopkins International, Inc.