I thought I would share some ideas about the sales pitch.
At some point in the sales process we need to make our pitch. This is an area where most salespeople could do a lot better. Most people in sales present a standard pitch that all their customers get to hear. This doesn’t work! People are different and buy for different reasons.
When people buy things buyers have what we call buying criteria. These are the overriding reasons for buying that are most important to them. Think about a Mercedes car. Different people buy a Mercedes for different reasons. Having trained many Mercedes salespeople I have learned that their customers buy for different reasons and these can be summarised as image, performance, finance and safety.
Image, or ego is a big motivator for some people. They love the look of the Mercedes and the tri-star on the front says so much about their status. Other people are interested in performance issues. A Mercedes is a very sophisticated piece of machinery with billions of ponds in research and development that have made it what it is today.
Finance can be a big motivator for some Mercedes customers. The residual value of a Mercedes is high. You get a lot back for your car when you sell it making it a good investment. This is what motivates some Mercedes buyers.
Finally, safety. Until you speak to a knowledgeable Mercedes salesperson you have no idea just how safe these cars are. There are many safety features that could be integrated to form a sales pitch to a safety minded Mercedes customer.