ARTIKEL MARKETING

Practical Ideas to UP YOUR SALES
By James Gwee




Why Is it seemingly so difficult for a sales person for sell something to somebody ? Because many sales people and Marketing Managers do forget (or do not realize!) one basic principle in a business transaction. Once you understand this basic principle and take the necessary action to address this issue, your sales could easily DOUBLE!

So what is this “magic” principle ?


Let us realize that in almost EVERY buy-sell situation, who is asked to take the bigger risk? The seller or the buyer? Think about this for awhile. Who bears more risk? Seller or buyer Let’s consider the risks on both sides.

Risk to the Seller

 If the buyer pays by credit, there is the possibility that he may default on this credit and it may become difficult/impossible/too costly to track the customer to pay. But if the buyer pays in full when he buys, then the seller bears no risk

 If the seller provides warranty, there is a possibility that the customer may mis-use the product and then claim guarantee or ask for a replacement, etc.

Risk to the Buyer

 If the buyer has paid in full and the product/service is not according to what the sales person/brochure has promised, it is very difficult to ask for a refund. Even if it is possible to ask for a refund, it is often an inconvenient process

 The company provides a warranty, but there are many aspects of the warranty that the sales person may not have told to the customer and this makes claiming the warranty difficult

 The company may not survive long enough to service the warranty!

 Buyer buys because he was convinced/promised by the sales person. But the sales person may resign and the promise is not fulfilled by the sales person who takes over from him!

 The buyer is actually still not sure whether or not the product/service will suit his needs. If after buying it turns out to be unsuitable, it is very difficult/impossible for him to return the product/service and ask for a refund

So quite simply, in any buy-sell situation, it is the BUYER who seems to bear all the risks. No wonder it is so difficult to get a buyer to buy anything!

Imagine that the customer wants to buy from you, but in front of him, there is a wall of doubt. This wall is made up of all the doubts/risks that the customer feels about buying the product. Your job as the sales person is to help the customer to LOWER this wall. The lower the wall, the easier it will be for him to jump over (that means to buy from you). The higher the wall, the more difficult it will be for the customer to buy from.

So how do you lower the wall?

1. Identify all the risks and doubts that are in the customer’s mind
2. Show proof to dispel those doubts
3. Use testimonials to dispel those doubts
4. Use RISK-REVERSAL to eliminate all worries

What is risk-reversal ? Risk reversal is simply the seller taking away all the risk from the customer, and the seller bears all the risk.

Some examples of Risk-reversal are :

 Money back guarantee – no questions asked
 Use first, pay later
 Buy first, get the free gift. If you later decide to return the product to us, we will give you a full refund, but you get to keep the gift

Risk reversal can also be used in getting a job! Why? Because in the employ-don’t employ situation, often it is the employer who bears the greater risk. We will explain this in detail in the coming episode of James Informal Meeting. Until then.. Happy Selling!

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