Help Your Client See What They Need: Using Customer Perception in Sales

Sales is all about convincing clients to invest in your IDEA. The better you understand your clients' perceptions, the easier it will be to close the sale.

In this newsletter, I'll share how to read and use customer perception to your advantage in sales.

Customer Perception?

In any sales interaction, it's important to understand your customer's psychology. What shapes their perception of a product or service, and what can you do to influence that perception?

There are three primary factors that influence customer perception: emotions, self-identity, and social norms. In order to understand how to use customer perception in sales, it's important to understand each of these factors.

There are a few different ways that you can use customer perception to your advantage in sales.

The most obvious way is to simply pay attention to how your client is reacting to what you're saying. If they seem engaged and interested, then you're on the right track. But if they seem bored or uninterested, then it might be time to switch up your approach.

You can also use customer perception to gauge how much risk your client is willing to take. If they're hesitant to make a big purchase, for example, you might need to ease them into it by breaking the purchase down into smaller steps.

It's really important to remember that not everyone perceives things the same way. What might be an obvious sale to you might not be as clear to your client. So always take the time to listen and understand their perspective before trying to close the deal. Because your emotions, self-identity, and social norms, could differ from theirs!

Asking the Right Questions to Uncover Needs

One of the best ways to uncover your client's true needs is by asking the right questions. By getting them to talk about their wants and needs, you can help them see things from a different perspective.

Some questions you might want to ask are:

• What are your goals for the future?
• What are your biggest concerns?
• What are your priorities?
• What would you like to change about your current situation?
• How do you feel about your investments?
• What do you like and what don't you like about them?

Overcoming Objections

What you want is the understanding of how your customers see the product or service you're selling. That affects their buying decisions. Dealing with objections is no different. If you can understand why they're objecting, you can work to overcome those objections using their own perceptions as leverage. For example, if they think the product is too expensive, you can show them how it's a good value for the money. If they think it's not worth the risk, you can highlight the benefits of taking that risk.

By understanding your customer perception, in your sales strategy you can help your clients see what they need—and close more sales in the process!

The Close: Seal the Deal

The close is where you ask the client to buy your product or service. This is where you use what you've learned about your customer's perceptions to your advantage. If you can show them that what you're offering is a good fit for their needs, they're much more likely to say yes.

You can do this in a number of ways, but one of the most effective is to show them how your product or service can solve their specific problem. You might also highlight the benefits of your offering, and make sure to answer any questions or concerns they may have. Whatever you do, make sure you close with confidence, and be prepared to walk away if the client says no.

Follow-Up?

Sales is all about building relationships. And part of that is making sure your client knows that you're invested in their success. One way to do that is to make the most of follow-up. You need to be aware of how your client is seeing you and what they need from you. If you can read and react to their perception, you're well on your way to a successful sale.

Finally

When you're selling, it's important to be aware of how your client is perceiving the situation. Are they confident in their decision? Are they feeling pressured? Are they unsure?

You can use this information to help guide them, and to make them feel more comfortable with the sale. You can also use it to adjust your own behavior, so that you're giving them the best possible experience.

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