7 selling principles that also work online
The Internet has changed business. But well-known sales principles still apply. These 6 selling principles also work online.
1. Know your market
The basis of sales and marketing is that you know and understand the needs of the market. When you understand the motivation and the needs, then they are also easier to approach with a possible solution. A sales story without those insights will not land at all. Without a genuine interest in a customer, they quickly drop out.
What does your customer want? That question is more important than what you want as a company. You already know what you want as a company, but you have to take the time to find out what the customers want. A good product does not say everything. For example, Betamax was the better video system, but VSH won because they looked more closely at customer needs. Market research costs time and often money, but it is very rewarding for a company.
2. Selling is listening
A good salesperson mainly listens. What is the customer's need? What is he really saying? What language does the customer use? Only after the seller knows exactly what the need is, can he propose a possible solution. This translates back online to keywords, “customers who viewed this product also bought”, linking a customer profile to content on the site and in a newsletter.
3. Build a band
What do you have in common with your customer? Favorite topics of conversation with representatives are family, football, the weather, the market. Topics to avoid are religion and politics. You get a band through resonance. Recognition. Online means that the keywords that the customer googles for, appear in the title, description and link of your page. And when the customer clicks on a Google ads ad, the underlying page also matches.
4. Know what the customer really wants
Behind a small question in the store, "Do you also have these in red?", can be a big need: "I'm getting married next year". Someone who searches for “hotel Antwerp” may also be looking for a train ticket, for which a combination offer is interesting. A website visitor looking for a technical logo for his nephew may be looking for "responsible toys", and will therefore also be interested in a textbook. Only when you really know what the customer wants can you connect to it on an emotional level.
5. Say yes, ask yes
As a seller never say NO, but YES. That means you should always look for possibilities. "I'm going to see what I can do for you." Always give options. Like Google does when you type in: “Maybe you mean…”
Asking yes is done with the YES series: asking a number of short, closed questions that the customer can quickly agree to, which lead to the sale. These are often verification questions that help the customer with his question. Example:
- Do you also think the environment is important?
- Everyone has to do their part, right?
- Wouldn't it be nice if this could be easily done without you noticing it directly in your wallet?
Online, this often takes the form of small steps that lead to a big step: the purchase. “YES, there is ADSL available in your region”, “YES this sweater is available in your size”, “YES this washing machine has the A+++ label”.
6. Anticipate the objections
Too expensive. To difficult. I don't have time for that. Takes too long. A good salesperson knows the most common objections and anticipates them in advance:
- Booked within 2 minutes.
- Try it for 30 days with no obligation to sell.
Groceries that work just as well online as they do during a sales pitch.
7. Shall we do this one?
Close the sale. It sounds obvious, but it happens surprisingly often that it is unclear what a customer 'should do' on a site. The call to action is then not communicated or communicated unclearly. Clearly and completely offers the possibility to buy:
- Work in recognizable steps:
- Use an action color;
- If the call to action is the most important step, make it the largest;
Ask for the purchase and make it easy to do it.
Which well-known selling principles do you know how to apply to online?
Image source Listen: Ky_Olsen