Article: Sales Success Secrets

By Jeffrey P. Fisher

Recently I was asked what is the secret to sales psychology. I didn't need to think about it for very long. "Benefits," I replied. From the buyer's perspective it's simple: "What do I get?" Therefore it's your job to show her and tell him precisely what that is. "After benefits comes value." Notice I said value, not price. Are the benefits and results you promise offset by the fees associated with your product or service? People don't look for low prices; people want maximum value for their money. It's a subtle shift in perspective, but crucial for you to recognize.

If what you offer gives them what they want and need, the sale is easy. If you don't close the sales it's because you didn't promote benefits and provide maximum value. Here's an example. A software training company wanted to get the names of buyers of their training products. I told them to include a registration postcard with each product. "But registration cards turn people off," was the refrain. I asked them to hold on a minute and hear me out and suggested an alternative course of action.

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Now there are some benefits. You're not registering the product, you're saving money when you mail the card back. Another possibility is to offer something free, such as a free newsletter subscription. The postcard could read:

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Making sales is not some crazy formula. It's simple. Stress the benefits and results of using your products and services. Show the value of what you offer and how the expense (whether that's money or the time expended to fill out a postcard) is outweighed by your many advantages.