Wednesday, August 29, 2012
Mastering the Soft Sell
When you come across the axiom “soft selling”, you might focus your attention on the word "soft." You might not even do this consciously; and many salespeople don't.
Based on this unconscious focusing, you may lead yourself to believe that the difference between conventional selling and "soft" selling is...well, that you just do your selling “softer”.
That is, that you do what you've always done, but you say please a bit more often, or you say it's really up to you, I'm not here to pressure you, I care more about you than the sale...and other things that, when we write them here in black and white, reveal themselves -- perhaps a bit embarrassingly -- to be what they are: "injected" politeness within a conventional sales approach. It's similar to how aggressive, direct-speech people come across when they first try to be "more diplomatic."
Nor is the above-described approach to soft-selling very soft. The reason? It's all about that unconscious focusing. It's on the wrong word.
You really need to re-learn selling; because soft selling really is an art! Just as how you are allowed to look at art and derive your own, personal meaning, the artist empowers you to do that, true soft selling also has to follow the same path.
Soft selling must empower your prospect to “construct” their own meaning, to assess their own value, and to determine, on their own, if you're selling the solution that they want.
Too much talk about features, benefits, and trying to close the sale can scare customers away. Instead, focus your efforts on getting to know your customer and their business. The sales will naturally follow.
Think of being a teacher and not a sales person. Use your knowledge, of the industry, key trends, how things are changing and how to improve their business or their lives. Use your understanding of their workflow and their typical day. If you don’t have all the information, ask questions so your customers can teach you!
Your printed materials work the same way. Your choice of colors, font types and sizes have somewhat the same affect on the viewer. Make sure your message is a match to the buyer you expect. Call MI Printing at 623.582.1302 and let us help you make those choices.
MI Printing, LLC