Want to Make a Sale? Put Yourself in the Customer's Shoes

Many sales people have been trained to think of the selling process as one of getting the prospective customer to take in the information and "get the message." This basically means that we are trying to get the customer to see things our way. In reality, it can be a much better approach to try to put yourself in the customer's shoes and see things from his or her point of view. Getting a better understanding of what is going on for the customer can mean a better and more meaningful sale.

Focusing on the benefits of your product or service means making sure that the prospective customer has need of those benefits. Why do they need what you have to offer? How can your product or service improve the customer's life? In order to determine what the customer needs, it requires the salesperson to look at things from his or her perspective and this means getting away from the company message long enough to foster some understanding and empathy.

Ask questions, listen and ask more pointed questions as follow-up. Instead of focusing on your sales pitch or a pre-prescribed "spiel", tailor the questions and information you share to fit the responses and comments that the customer shares. By asking pertinent questions, you will be able to get a better idea of where the other person is coming from and this means being able to see look at your product or service from their eyes.

Meeting the needs of the customer may take more time than giving a pre-planned sales pitch but it will likely create a more loyal customer. Additionally, by finding out exactly what the prospective customer needs and looking at the problems and solutions through his or her eyes, the chances of making a sale at all improve. Take the time to put yourself in the customer's shoes and see if it doesn't make for a more solid and satisfying customer relationship.