There are three key knowledge requirements for successful selling: know your product, know your audience, and know yourself. Let’s talk now about knowing your audience.
The intelligent sales process is not about how you can convince someone else to desire your product. Instead, it’s about understanding, empathy, and communication.
First, you need to understand your target audience members. What do they think? What do they do? How do they do what they do? And the most important: what are their long-term and short-term desires and goals?
Second, you need empathize with your target audience. It’s difficult to serve people you don’t care about. And it’s difficult to care about people you don’t know. Above understanding your target audience’s thoughts, actions, and goals, you’ll need to empathize with their feelings. How do they feel about successes and failures? About discomfort and pleasure? About their relationships with other people?
Finally, you need to communicate. Let them know how your product offering can solve their problems, but only if it truly can. If your product cannot help them, offer other solutions, even if those solutions involve your competitors’ products.
Because in the end, it’s much more important to win a customer’s trust and loyalty, than it is to win the sale.
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