Sales are relatively simple once you know how it works. Most sales pitches suffer from salespeople focusing on the wrong elements. Instead of building a bond with the other person and paying attention to one’s own branding process, attempts are still being made to emphasize supposed product advantages.
Figures, data, and facts are yesterday’s news
Well, this statement is a bit exaggerated, because you can’t sell products or services to men or women using emotions alone. It is the combination of emotions and numbers, data, and facts that make a sale more likely. That over 90 percent of all decisions we make are emotional in nature is not great news. Nevertheless, the majority of sellers fall into exactly this trap, which I like to call the “data trap”.
The “data trap” snaps shut
Overloading the potential customer with features of the product might have been a good idea a few decades ago, but today this strategy has become completely obsolete. For what reason? Because today’s customer is more informed than ever. I myself experience time and again in electronics retail that a customer explains the functions of a device to the seller. Youtube and Co. have made customers more empowered than ever.
Another point is that the actual differences between the individual products or services are only of a marginal nature and are not seen as innovative by customers. Products and services, if you reduce them to numbers, data, and facts, are more or less interchangeable. What ultimately counts is the price that is asked. Then the cheapest product wins. A nightmare for every seller.
The disappearance of the seller
Focusing only on the characteristics of the product to be sold also ensures that the seller decouples himself from the product. While it sounds good in theory for a product or service to sell itself, in practice this is rarely the case. If the seller disappears behind the product, then we also have the problem of interchangeability and then the price decides again.
To make it easier to understand, take the example of a bar. A good bartender or waitress can make a difference in business success or failure. Many bars are not visited because of the actual product (=drinks), but because of the atmosphere and the personality of the service also plays a decisive role. If I feel really good there, I don’t mind paying maybe 2 to 3 euros more per drink. Due to the personality of the service, there can be no interchangeability of the service or the products, because this type of atmosphere only exists there.
Branding for Sellers
A good bartender is a good salesman. It can’t be otherwise. With his unmistakable style, he ensures that people feel comfortable and come back to the restaurant. Similarly, all salespeople must act if they want to achieve above-average results. No matter what you sell, it’s always your personality that sells. It is important to bring this personality to the fore, with all the means at your disposal. Go a different route from the crowd of sellers. Don’t hide behind a product, step into the limelight!
Branding, not only brand-specific but above all personality-specific, creates trust with the customer. You have to develop this over a longer period of time. To stay with the example of the “branded” bartender: His drink recommendations are taken at face value and the price of a drink then plays almost no role at all.
Branding determines the price
What has just been written should not mean that someone should artificially bend in order to evoke the desired emotions in the other person. This marketing strategy does not last either, because the customers notice whether something is true or something is being faked. For example, if you are a service provider and want to sell products or services, then you have to make an upfront payment in order to even have the chance to build trust.
Such an advance payment could be a “drink on the house”, with an independent service provider this could be blog articles, podcasts, or videos on YouTube that are accessible free of charge. Never in human history have we had more opportunities to refer to ourselves and our abilities. Over time, customers will be attracted to it, who, if they are satisfied, can be used again as testimonials, etc. Just prove yourself as best you can and sell with the help of your personality.
The times when it was enough to refer to numbers, data and facts are finally over. Emotions must be aroused and needs satisfied. The personality of the seller must be brought back to the fore. Numbers and data are also important, of course, but they have long ceased to play the first fiddle. With a meaningful and sustainable branding strategy, service providers and sellers are now able to build customer trust and achieve higher prices for their offers.
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