Don’t Side -Step Criticism If, when taking the temperature, you draw out a criticism or an argument, don’t side-step it , and don’t deny it bluntly and point blank. Here is what to say: “I’m glad you brought up that point. I was just going to explain it.” “I was coming to that. But first let me explain this feature.”
Agree with the customer first – then turn him around afterwards. If the prospect says: “Well, it does look nice, but I don’t know.” You say: “It is nice, and it suits your needs,” and so on. If the customer says: “That’s more than I had thought of paying.”
Agree and say: “It is a good model. Just let me show you why I think it will suit your purpose.” If the customer says: “It is pretty expensive, isn’t it?” Agree an d say: “It is a fine instrument, madam, and I want to show you why.! Then go right on demonstrating. Another good rule to remember is: Sum up the benefits! After outlining the benefits and advantages of what you are selling, sum them up, and conclude your sale by saying: “Since there are three in your family, and since you want a mixer that your husband can use for drinks and you can use to mash vegetables, extract orange juice, and use for all forms of beating purposes – this is the mixer you will find most beneficial, don’t you agree?”
Another simple summarizing phrase is: “Because in your particular case, etc …. “
Always be sure you have classified the customer properly as to his or her needs. If a customer is looking around for a topcoat, let us say, for her child, don’t try to sell her an overcoat. Find the customer’s needs before you sell or display. Inquire before you unload your sales barrage! And SUM UP the customer’s NEEDS as well as the BENEFITS they will receive from what you are selling!
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