?? PRESENT BETTER #1 // Some good Selling Points: Closing the Sale by using Need-Based Arguments in your Presentations

The Huthwaite management consultancy in England has gained interesting insights into the power of sales arguments. In a study, they investigated what effect these have on the actual sales process.

The not-so-surprising result: the higher the proportion of sales-promoting arguments in your communication or presentation, the better things actually work out in the end. So you can say:

The more time and energy you put into researching and formulating beneficial points, the greater the profit in the end.

But that's not all. In doing so, they divided the sales arguments into three types.

The study showed that all three types of sales arguments are effective in certain situations.

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#1 - The first type are so-called logical or rational arguments.

They are based on logical reasoning and correspond to the buyer's interests. Rational arguments work best when the buyer is well informed and has a clear idea of what he wants. In this case, he is more likely to be convinced by logical reasoning.

This is when you use facts and figures to show the buyer why your product is the best option. For example, you might compare your product's features to those of your competitors.

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#2 - The second type are emotional arguments.

They try to arouse positive emotions in the buyer and address his fears. Emotional arguments work best when the buyer is undecided or has a weak preference for one product over another.

This is when you try to tap into the buyer's emotions and make them feel something. For example, you might tell a story about how your product has helped someone in a similar situation to the buyer.

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#3 The third type of argument is called moral.

With this, the seller tries to convince the buyer that a purchase is the right thing to do from a moral point of view. Moral arguments work best when the buyer feels guilty about a purchase or when the product has a negative image. In this case, the seller can use moral arguments to convince the buyer that the purchase is justifiable.

The most effective sales arguments are those that are tailored to the individual buyer. What works for one person might not work for another, so it's important to tailor your sales pitch to the person you're talking to.

The first step is to figure out what your buyer's motivation is. What are they trying to achieve? Once you know that, you can tailor your sales argument to match their goal.

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For example, let's say you're selling a new car.

The buyer might be motivated by the need for a reliable vehicle to get them to and from work each day. In that case, you would want to focus on the car's safety features and fuel efficiency.

On the other hand, the buyer might be motivated by the desire to impress their friends and colleagues. In that case, you would want to focus on the car's stylish design and luxurious features.

By tailoring your sales argument to the individual buyer, you'll be much more likely to close the deal.

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Take Aways

No matter what the buyer's motivation is, there are a few key points you should always hit to make your sales pitch as effective as possible.

1. Start with a strong point of view. Buyers are more likely to respond positively to a confident seller, so open your pitch by stating your belief in the product.
2. Provide some background information about the product.
3. Personalize your story by sharing how the product has helped you or someone you know. Finally, end with a bang by reiterating the most important features of the product and why they should buy it from you.

By following these simple tips, you'll be able to tailor your sales pitch to any buyer and close more deals than ever before!

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