The Unwritten Rules Of Sales
THE UNWRITTEN RULE OF SALES
Written By Faith Ezennaya
The Sales Queen
There is a shop near where I live, I usually go there to buy stuffs. They sell different things in the shop and the shop is managed by a man and his wife.
One day, I got to the shop and noticed they have started selling table fan...one of the fans was really beautiful that it caught my eyes and I picked interest in buying the fan cos I already had plans of buying a table fan I can place on my reading table.
I went closer to where the fan was placed, held it and asked of the price.
It was the wife that was selling that day, so she told me the price of the Fan.
The price seemed high to me, but I still wanted that particular fan...but within me I was hesitating to make payment for the fan cos I was skeptical about the durability of the fan i.e whether it will last, whether it will serve me well.
I asked the woman If the Fan is durable, she gave me assurance that its durability and of quality...but I was still skeptical about buying the fan and I ended up not buying the fan.
Some days after that, one morning I needed to write something with my pen but couldn't find any of my pen...So I rushed down to buy a pen from that same store.
That day it was the man that was selling (not his wife)
It happened that the stand for stationeries was near the place those table fans where placed. I saw that same table fan I enquired about the other day, I picked it up again and started contemplating buying it...
But I had those skeptical thoughts about its durability again...I turned to the man and asked him If this will last, he gave me same reply that his wife gave me the other day (that the fan is durable, quality and all that)
Well, I was still skeptical considering the fact that the fan seemed quite expensive and I wouldn't want to spend that much money and the fan ends up not serving me the way I wanted. So I decided not to buy it.
But something happened.
As I made to drop the fan back to its position, the man said to me "I assure you, the fan is of quality and durable, If anything should happen to it, bring it back to me"
Immediately he made that statement, I looked at him and said "Okay, package the fan for me" and I made payment immediately.
Now, its the same fan that they have been assuring me that is good and all that but I still couldn't make up my mind to buy it.
But immediately the man assured me that If anything should go wrong I should bring it to him. I dropped off every resistance and made the purchase immediately.
That's how it is with this some of your prospects.
Most times, telling the prospect over and over again that they will be getting the value they are paying for doesn't put the doubt away because they will be thinking ;
"what If it turns out not to be durable or very loaded ?"
"What If it doesn't meet my expectation ? "
So they will be having this fear that they might end up not getting the value for their money.
But once you are able to give them this guarantee that should anything go wrong they can always come back to you...
They will perceive that you are very confident of the value you are offering them and this instantly makes them make up their mind to buy.
That's why you usually see stuffs like "30 days money back guarantee" for digital products or 1 year guarantee on physical products...it goes long way in influencing the buyer decision.
That's why when you go to markets like main market, computer village and co...Some of the vendors there doesn't hesitate to tell you that "If anything should go wrong with it you should bring it back"...even though some of them end up denying you.
Well the lesson there is, If you are sure your product is genuine and matches the high quality you described and priced it, whether clothes, human hair, shoe or whatever.
Then you should learn to give your prospects guarantee of its quality and durability and validate it by letting them know that they will get your support should anything go wrong .
Knowing that they will be getting your support should anything go wrong puts the fear away and quickens their buying decision .
Let me give an Instance...as a Sales and marketing Coach / Trainer.
When someone finish making enquiry about One on One training packages and the prospect says my price is too high or suddenly goes mute after getting the Price list. I usually respond with something like this.
"I can charge your lower if all you want is for me to just teach you without proving any post training support. By that I mean that after the training duration...I won't be available to answer your questions if you encounter any challenges implementing the things taught.
But the price I am charging you currently covers for all that. At this price you will always get a post training support. Whenever you face challenge in implementing any of the things I taught, you can always reach out to me. "
Guess what happens after that? They always end up paying the full money.
You know why ? Cos letting them know of a post training support, gives them this assurance that I will be there for them to ensure they maximize and implement all they will be learning till they see result ...So they automatically have confidence that they will be getting real value for their money.
Faith Ezennaya
The Sales Queen
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