Selling Is Easy…If You Know What Your Customers Fear…And What They Want

Perhaps I’ve oversimplified the selling process. I’ve boiled down the process of learning how to appeal to prospects by determining what it is that they fear and what it is that they want.

I’ve discovered that if I can eliminate my prospects’ fears and appeal to what they want, I can sell to them successfully.

Before reading any further, make a list of what you think your customers fear. What are they afraid of?

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Does your list include?

·       fears being taken advantage of?

·       fears loss of security?

·       fears loss of control?

·       fears looking ignorant?

·       fears being embarrassed?

·       fears loss of approval from superiors and colleagues?

·       fears making a buying mistake?

·       fears paying too much?

These fears are real in every potential buying situation. Your job as a salesperson is to alleviate these fears, so that you can move to the next step in my simple selling process – giving customers what they want.

Selling is Easy if You Know What a Customer Wants

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