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As we sit down with a customer, we have many steps  to follow that lead to successful sales. One of the vital steps in that is the “interview process” where we learn what the customer is really looking for, the problems they are looking to solve with our product. The next step, once we learn what the customer is looking for is  demonstrating how our product meets their needs. This can be harder than it sounds, so let’s break it down into a few different steps.

Step one is to verify that we understand their problem or need. This means that we have to repeat back to the customer what we believe they were expressing concerning their problems or needs.  WE can ask open-ended questions as well.  “What are you looking for?”  This ensures that we know how to step forward with the customer and it also builds trust as we are showing that we want to really understand what they are looking for in the first place.  If the answer to “what are you looking for?”  Is “couches” and I have cars as a product, I am not going to be able to help them.  This simple process of understanding their needs can eliminate mis-matches like that.  I know if I am looking for a couch, having someone try to sell me a car is going to annoy the living daylights out of me.  

The next step is to show how our products address those problems or needs. What aspects of our product fulfill what aspects that the customer is concerned about. This should be the easiest step as it is just a matter of showing the value of the product and tailoring it to the customer. “Our three piece designer couch is very comfortable and will fit great in that size space you told me you had. “

Next up is translating the features of the product as benefits for the customer. This takes the previous step and takes it another level further to actually showing how the customer’s life can change with the product. The last step showed how the product addressed the customer’s needs or problems; this step shows the customer the beneficial change in their life when they have those things addressed. It translates the good of the product into being the good of the customer.  “If you go with the leather finish, spills wipe off quick and easy so you won’t have to worry about stains on your couch.”

Finally, we need to check in with the customer. Are they feeling relieved that they have found this answer to their problems? Do they still have problems that we can help solve? Do they want other features or have other needs that we haven’t addressed?  Only once we have addressed their needs to we move into the final step and close the sale.

These steps are vital in creating a bond between the customer and the product so that they are not only comfortable with what they are buying, but happy to make the purchase.  Remember if they are happy, it is very likely that they will refer friends to you as well as become return customers themselves.