Time of Choosers

“Buy garlic! Great garlic!”

"Apples! So sweet! Try it!”

“Wheels! Buy four, and take the fifth for free!”

"Love potion! Five gold for husbands! For wives - twenty-five!”

This is how merchants acted five hundred or fifteen years ago. Times have changed since the internet became not only accessible but an integral part of our daily lives.

Consumer behavior has changed along with circumstances. People still go to stores. However, before buying anything, a potential buyer is almost 100% likely to look up information about the product online. It's the same with services. A potential consumer first collects information and then turns to someone who offers what the consumer needs.

Thus, consumers are turning more and more into choosers. After the buyers, sellers are forced to change, willy-nilly. Sales techniques that were relevant at the beginning of the century have already sunk into oblivion. Now, if a salesperson immediately offers a deal to a potential client, they will grimace in disgust and refuse to engage. The potential client of our time is mortally tired of advertising and intrusive offers. The client knows everything better than anyone, due to the internet.

What should the poor merchant do? Stop selling! Change your profession or become an adviser who does not seek to convince a client to purchase his product or service, but listens to the client's needs and offers the best solution for their problems.

An expert helps a person make the right choice.

Expertise in one’s field is now valued above all else. Sales occur without pressure on the client. The client makes his own decision.

Let me give you an example.

One day, George decided to equip a home theater in his house. Since he is a nuclear physicist and loves technology, he picked out everything he needed online: screen, receiver, projector, and speakers. He spent an entire month searching the internet. Then he started calling companies. He was only interested in two conditions: price and delivery speed.

But one seller suddenly asked George, “Tell me, why did you choose particularly this equipment?” George answers, “Well, I explored the internet and found what I needed.” The seller replied, “Could you send me a photo of your premises?” When George sent the photo, the seller called back and said a brilliant phrase, in George’s opinion, “I won’t sell you all this.” George was amazed. “What do you mean?” The seller explains everything rationally. It turns out that they cannot place the projector that George chose in the place where he planned because there was a beam on the ceiling. If the projector is placed in front of the beam, there will be a small screen, and behind the beam, it will crop the image. Speakers are not powerful enough. The screen does not meet the technical specifications. Thus, the seller completely ruined all of George’s plans.

Of course, George bought from this seller. Although he still believes that he overpaid and that he could have bought all this cheaper elsewhere. However, by demonstrating his expertise, the seller convinced George that he could be relied upon.

Four characteristics distinguish an expert:

1 Knowledge of competitors

2 Product knowledge

3 Market knowledge

4. Knowledge of sales psychology.

These subtleties may not be obvious. The client usually determines that he is dealing with an expert because the salesperson has unique information that is not publicly available.

Surely you know a lot of subtleties in your professional field. Keep in mind to share some insides with the client according to their objectives.

May the expertise be with you!