Sell Backwards
Have you created your Problem Identification Chart?
Do you understand the end desired result the customer is wanting to achieve?
Are you completely familiar with the potential pitfalls and problems your customer facing?
Last week we discussed understanding your client so well you know what they need, why they need it, what internal problems caused challenges they might be facing and what impact these challenges could have on their business. Equipped with this information you are then well set up to sell backwards and help the customer “sell themselves”.
I came across a great example of this recently. A business owner decided they wanted to buy a bicycle. Not any old bicycle - a top of the range speed bike. As so many people do nowadays he researched thoroughly and decided which bike would be best from all the reviews, articles, spec sheets and cycling comparison charts in the market. He then called the top 3 cycle shops in his region and asked the price for this bike.
What do you do when a customer calls in to ask for a price?
What is your team trained to do?
How is your sales process designed to handle the initial enquiry stage?
The first two cycle shops duly gave the price of the bike upon request. The third shop replied to the price question saying, “We don't do it that way”. They then went on to explain that, in their experience it was necessary to fit the person to the bike as there was too many variables. The height of a person, the distance from the handle bars, seat shape, length of legs, etc. They then went on to explain that getting the wrong bike was a major reason why many people would only land up cycling for a short period of time before putting their expensive bike aside along with their resolution to exercise more. (Identify a problem and the impact of the problem) The shop said that they overcame this by doing a free 2 hour bike fitting which set people up to succeed with what they ultimately wanted. The client booked the appointment and ultimately landed up buying a bike from them - a different bike from what he originally thought he wanted!
When we ‘sell backwards’ we start with the customers end goal/desire in mind and work back to our product/service. It is very tempting to follow the traditional method and start with what we know and are comfortable with - our product and all its features and benefits and then move onto how this is good for the customer and how they will help them get what they want. Starting with the customers desired end in mind captures their attention up front and makes them invested in the process. Showing the challenges various options can present allows the customer to direct the conversation (and sales journey) where they actually want to land up. Their input at each key decision gives greater ownership and allows them to ‘sell themselves’ on each step as they move forward. You present the options and facts showing the likely outcomes and they choose which direction they want to move in. This builds momentum and makes for a more engaging and enjoyable experience for the customer and higher conversion rate for yourself!
Here’s to your success
