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Professionals are primed and ready to discuss their product or service when they are given a chance. But are they approaching the discussion in a way that gains credibility? There are several common methods to discussing products or services but professionals need to understand that their style will influence a buyer's trust. The first way of talking about a product or service is the "nothing but positive" approach. The product or service is perfect and for everyone. There is no reason not to buy because there is nothing but upside! Of course, this works sometimes but it casts a lot of doubts in the process. Once a buyer realizes that the professional is positive about everything, it puts their judgment or motives into question. The second way of talking about a product or service is a qualifying approach. The professional discusses the positives of the product or service but also qualifies the type of person or individual that benefits from the feature. They don’t pretend that every buyer will get equal value out of a feature or benefit. They highlight benefits for the buyer but don’t shy away from potential deficiencies. They are giving a more direct review of the product or service for the buyer’s unique situation. There is a lot of credibility to be gained from this approach but the professional does run the risk of discovering a poor fit and ending the sale. The third method is brutally honest. This is typically executed by a gruff service professional who says things like, “This product isn’t the one you want because of X. Option B is the move to make.” They don’t shy away from the negatives of a product or service, they tell buyers directly what should be done rather than asking relevant questions. This approach is usually credible, unless they are shamelessly pumping the highest priced solutions. However, the credibility comes with the risk of providing a bad suggestion. Since the professional is prescribing “ideal” solutions, missing the mark can permanently tarnish their relationship. In the long run, the second approach is typically the most fruitful. The first approach sets unreasonable expectations and will eventually erode credibility. The third approach gives honest reviews but doesn’t take the individual buyer into account which can lead to a bad experience. Of course, it can be difficult being objective because most professionals are experts at what they do and believe in the product or service they offer. The best method to remain objective is by understanding the buyer. If you ask good questions and gather a specific vision of what the buyer needs, you can clearly see how your product or service can help. In the event your product or service is a poor fit, you lose a sale but spare the trouble of a poorly suited client. In the process you will be leaving a solid trail of credibility in your wake which will produce future opportunities. Sandler Management sales programs provides comprehensive sales training coaching to sales managers, executives and business owners in Dallas, Texas. Get yourself registered now for Sandler's Sales management consulting in Dallas.
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