Unless a potential customer has money to burn (and who does these days), every buyer has concerns that you and your sales staff must alleviate. According to Jewelers of America’s David Peters, many of these concerns are predictable and should be addressed early in the sales process. He notes that if you don’t deal with them head on, you risk them coming up later as objections.
Typical buyer concerns to be aware of and address include:
- They want to be sure they can trust you, your company and your products. Be sure to share relevant information about your company’s history and trustworthiness within your presentation.
- They want their needs, fears and goals to be understood. Listen to customers and never dismiss any concern, even if you think it’s irrelevant or misguided.
- They want to be sure that value outweighs price. Never sell on price alone.
- They fear making a wrong decision and are reluctant to make a change. Be prepared to reassure customers that the value and service you offer means they can be confident in their purchase.
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