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sales tip"I remember meeting one of these less successful people at the Buffalo airport before going out with him to make some calls.
He was sitting on a bench with his briefcase open
with enough product literature to keep a paper-recycling factory in business for months.
He explained, miserably, that he was learning product details because he thought it would help him be more successful.
"In my last job," he explained,
"I was selling consumer goods and it was my product knowledge that made all the difference."
"In my last job," he explained,
"I was selling consumer goods and it was my product knowledge that made all the difference."
He may have been right
but it was his product knowledge that prevented him from being successful
to convince an office manager to buy a large copying system an hour later.
The customer was understandably nervous at the thought of spending tens of thousands of dollars.
but it was his product knowledge that prevented him from being successful
to convince an office manager to buy a large copying system an hour later.
The customer was understandably nervous at the thought of spending tens of thousands of dollars.
The seller tried to cope with this uncertainty by talking in detail about the product, displaying all his newly acquired product knowledge.
It didn't work.
The reason why the customer wouldn't buy was that she didn't see enough value to justify so large a decision.
It didn't work.
The reason why the customer wouldn't buy was that she didn't see enough value to justify so large a decision.
After all, her present copiers worked
relatively well.
It was true that there were some reliability problems and that the copy quality wasn't great, but did these justify spending a five-figure sum to put them right?
relatively well.
It was true that there were some reliability problems and that the copy quality wasn't great, but did these justify spending a five-figure sum to put them right?
Not on your life—and all the seller's care
fully memorized product knowledge couldn't alter the basic fact that his customer didn't perceive value."
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For more sales stories and sales wisdom get Neil Rackam's book SPIN Selling
https://amzn.to/2QuNIR4
fully memorized product knowledge couldn't alter the basic fact that his customer didn't perceive value."
Did you like this thread?
For more sales stories and sales wisdom get Neil Rackam's book SPIN Selling
https://amzn.to/2QuNIR4
