Help Them Make the Change

D emystify, clarify and compare. These three words can mean the difference between sale and no sale. By nature, people are resistant to change. Merchants are prime examples of this principle. They are hesitant to change their thinking, their business practices, their service provider. The successful sales professional can motivate change by making his or her products and perspective less scary. Fear of the unknown is the first hurdle to overcome. There's not a prospect out there who doesn't ask the following:

_ What will happen if I switch to a new terminal? _ What will a new service do for my business? _ Will my customers see a difference? _ What benefits will I see? _ Is anyone else using this equipment or service? _ Do I need training to utilize it? _ Do I need to buy new supplies or support systems?

If you can confidently and effectively answer these queries, you have demystified your products and services. You have alleviated their fears.

The next challenge is clarifying your offering. Remember, the product or service you're promoting may be new and unfamiliar to your prospect. It may have so many bells and whistles that it intimidates and confuses the merchant without proper explanation. Get down to basics. Clearly and concisely explain:

_ Exactly how the terminal/service works. _ Exactly how it is set up. _ Exactly how long it will take to put in place. _ Exactly how the customer interfaces with it. _ Specific benefits, such as quieter printer, faster authorization, etc. _ What keystrokes do what. _ What upgrades are/are not needed. _ The security the system offers. _ The kind of paper needed. _ What customized features are available.

Don't forget to ask questions as you clarify. Keep your prospect engaged throughout this process. Your answers may be factual, but if they don't address your prospect's specific needs, they'll fail.

The final step in motivating change is comparing your services to your prospect's current situation. Once their fear has been assuaged and their questions answered, they'll see your product and services can offer them a better business environment - if only they'll make the change.