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Let me say that again. It’s not what you’re selling, it’s what your
prospect is buying.
This is so important because it doesn’t matter if you’re selling pork
rinds or beachfront condos if no one is buying. A non-sale of pork rinds
is worth just a much as a non-sale of a beachfront property—zilch.
The good news is, you can supply what you’re prospect is buying. The key
is finding out what they want to buy (security, increased sales, access to
a wider market) and positioning your product or service so that it becomes
what they’re buying.
For instance, if a merchant tells you he is working on a marketing
campaign to reach a wider audience, this may be the time to start talking
about a click and order location to complement their brick and mortar
locale. Or, if the merchant is looking into ways to increase security
while increasing sales, you may want to talk about gift card programs as
well as check guarantee or verification.
By simply listening to what your prospect is in the market to purchase and
aligning your product or service with that need, you can almost guarantee
the sale!
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