Comfort Sells!!
When I was an underwriter, we had a contest to determine the Eleventh Commandment of Underwriting. I won the contest with this "Commandment" HARD MARKET, SOFT MARKET OR INBETWEEN, PEOPLE WILL DO BUSINESS WITH WHOM THEY WANT TO DO BUSINESS WITH. GIVE THEM A REASON TO DO BUSINESS WITH YOU.
My meaning was that price was not all important and this is a foreign concept to many underwriters who constantly hear from sales people that they did not get the order because"the price was too high". But the truth is that whenever a sale is NOT made, pure and simple, the buyer is not COMFORTABLE about something that the sales person is offering! But price is often the reason given because it is so easily accepted!
But whatever fancy terms YOU give this comfort factor (overcoming all their objectives, selling all your benefits, convincing them of your value proposition).....the bottom line is that they have become more comfortable with buying from you and less comfortable with staying where they are!
You have moved them out of their PRESENT comfort zone and into a new one!
Try thinking about your next sale in those terms. How comfortable are you making your client with you and how uncomfortable is he with his current situation? Unless there is significant discomfort with his current position, and until he feels comfortable with you, he is unlikely to risk change. Few people do. Would you?
Sonya Lenzo
The Business Insurance Expert
Comments
It is much harder in my area than yours to get to really know your customer. I work at it.....my boyfriend says I clean house like it's a competitive sport. Sometimes I think I build relationships/listen to customers the same way! But I do care!
Sonya Lenzo
www.somyamlenzo.com
Yes absolutely making people feel comfortable with you will help the sale everytime
Focus Your Energy
Matthew Shields
Price is used so often as a rational excuse when true reasons are unmet emotional needs. You're completely right. Make people feel comfortable with you and the purchase decision before you even think of closing the sale.
Yann
Success Coach
I would buy insurance from you!
The comfort factor is huge...and even more so the more money you are looking to spend.
Wardrobe Planning Expert
Aaron
I think it is one of those points that is so obvious we often overlook it, looking for something more complicated!
Sonya Lenzo
www.sonyalenzo.com