As salespeople, we often find that customers expect us to have the knowledge and know-how to guide them through the sale, so they can make the right decision. Sometimes customers will have carried out their own research beforehand and will know exactly what they want. On these occasions, they expect us to provide them with answers to confirm what they have already know or want verified.
The common trait between these 2 scenarios is that people want to be led by someone with confidence. Not only do they want advice, but they want to feel that they can connect with you and trust you, knowing that the information provided is correct and the right fit.
Sometimes, sales people get nervous when they don’t have all the answers to customers questions. They feel like a fool and believe the customer will judge them. However we need to remember that, whilst customers expect us to have a certain level of product knowledge, handling the sale is about so much more.
Research shows that we communicate by 55% body language, 38% our voice and just 7% through our words. Interestingly enough, I came across an article some time back, about a study carried out to over 10,000 people in the USA. The participants were asked why they had bought a product or service from an individual. The answers were uncannily familiar.
- 7% of people felt the person had a lot of product knowledge
- 38% liked what they heard and felt the person was very convincing in the way they spoke
- 55% of people liked the way the salesperson came across and presented themselves
How can we build this credibility with customers? How can we present ourselves in the right way so that we can maximise every opportunity, get the customer on-side and make the connection?
The answer is that we need to “build a powerful presence” every time we interact with customers. This is what successful sales people do and what numerous world leaders have in common.
- They have an air of confidence, positive attitude and a vibrancy as they stand tall
- They ooze a welcoming approach and a beaming smile
- They make you feel as if you’re the only person in the room with their sincere and friendly eyes
- They talk with passion and enthusiasm as they captivate their audience
Successful sales people will also get in tune with the customer by mirroring their body language. When people like each other and feel relaxed, they unconsciously emulate each other. Successful salespeople watch out for these cues and adapt their own gestures to connect with the customer.
All of this takes practice, but it is definitely worth trying and the results can be both encouraging and rewarding as you reap the benefits of lots of new happy customers.