How to Sell Quality

Introduction

Quality is not defined by the features of your products or services, but by the customer experience. And in a B2B environment, salespeople interact with customers more than anyone else, and those interactions are a big part of the customer experience. You can make the best quality product in the world, but if your salespeople don’t know how to integrate quality into their sales strategy, you've got a problem. Let’s see what #TheForgottenArtOfSales can teach us about quality in sales.

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Don’t mention word “quality”

More than a century ago, salespeople were advised not to “dingdong the word “quality” at the buyer”. And that phrases like “best made,” "nothing to equal them,” ?"wonderful buy,” etc., were effective once upon a time “but now they have lost their cutting edge entirely.” What was true a hundred years ago is all the more true today, when any product can be copied en masse at an unprecedented speed.

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It has also been pointed out that sales pitches about quality, while sounding impressive, mean nothing to an experienced buyer who is constantly bombarded with the word "quality" And even if you succeed in convincing the prospect of the superior quality of your product, why should they bother to switch? The supplier selection process is not an exact science. One of the strongest influences on purchasing is inertia and standardization. Sticking with the same supplier takes away the fear of making decisions and potential mistakes. ?

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Laying a Sound Foundation: the Quality Atmosphere of the Company ?

The seller must have a deep understanding of the source of the perception of quality. And, as the old-timers called it, “the reputation of the house” is the foundation for perception. The salesperson's ultimate goal is to contribute to the perception of the company’s quality. And the right way to do this is to create an atmosphere of quality.

To sell quality effectively, salespeople must embody the standards of high quality. Their appearance, demeanor, and language contribute to the quality of the interaction and the perception of the company. A thorough knowledge of the product and its features, the ability to present and explain the differences – all of these are a good foundation for quality selling.

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But the quality atmosphere should not end with the salesperson. It must extend to every aspect of the business, from the accuracy and speed of paperwork and correspondence to phone calls. From product packaging to aftersales support.

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Making the Buyer Want Quality – the Art of Listening

The first step in selling quality is to create a desire for it in the potential customer. This is delicate work, called "unselling" in the old sales literature. You have to get the potential customer to question his choices without making him feel like he's being criticized or that his judgment is being questioned. Instead, focus on showing how superior quality can meet their needs and improve their situation. Once the prospect starts thinking about superior quality, the door is open to talk about the product's special features.

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When you sell quality, you should emphasize the impact of the quality, not the individual ingredients or materials that make it up. Customers are usually more interested in what a product can do for them rather than the technical details of its composition. To do this effectively, salespeople need to learn how to listen. They need to understand the customer's needs, concerns, and priorities before pitching their product. This shows that the salesperson is genuinely interested in finding the best solution for the customer. Show that you understand the customer's situation and that you know how quality can meet their needs. . This demonstrates genuine interest in finding the best solution for the customer and shows that the salesperson understands the customer's situation.

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People don't want cheap products — they just think they do

Quality should be presented as an investment, not an expense. Buyers often think they want cheap products, but in reality, they desire value, reliability and long-term satisfaction. Quality products provide that value, and a well-thought-out sales presentation should emphasize that aspect. But it is important to remember that, as #theforgottenartofsales is teaching us, it can be far more important to appeal to the feelings.

As salespeople have known for centuries, there are two primary avenues of appeal when making a sale: appealing to the customer's emotions and appealing to their reasoning. Your job as a salesperson of a respectable company is to cultivate your customer desire for quality by appealing to the reasoning and emotions. ?Emotions, such as self-love, love for family and friends, desire for power, pride, comfort, and convenience, important part of any decision-making process. Appealing to these emotions often play a pivotal role in sales.

A Customer Sold on Quality Stays Sold

Once a customer is convinced of quality, they tend to remain loyal to the company. Quality builds trust, which is a strong foundation for customer loyalty. Maintaining consistent quality delivery is crucial, as any drop in quality can erode trust and loyalty. Quality represents a long-term investment for both the customer and the company. For the customer, it means long-term satisfaction and value, while for the company, it fosters a loyal customer base and a sterling reputation. Selling quality isn't just about making a sale; it's about establishing enduring customer relationships.

In summary, selling quality is not just about pitching a product, but selling quality is an art that goes beyond mere product descriptions. It is about awakening the customer's desire for quality, responding to their needs, and appealing to their emotions and reason. When salespeople consistently deliver on their quality promises and build trust, they can effectively sell quality products or services, ensuring both customer satisfaction and long-term business success. Embracing the principles of #TheForgottenArtOfSales, you can revitalize your business by putting quality at the center of your sales strategies.