We've all heard this before, "The customer is always right". In
sales, however, the customer is NOT always right.
The salespeople are the
experts regarding their products and services, not the customer.
This can be likened to a
visit to the doctor. Patients don't go the doctor saying, "My
arm hurts, give me morphine", and expect the doctor to just give
it to them. This is because the patient is not qualified to
diagnose a problem or suggest treatment.
In a sales call, we
are the only ones qualified to diagnose a problem and prescribe
a solution. A good salesperson knows that the customer should
always feel like they are right by guiding them to making the
right diagnosis.
By using the correct
questioning techniques and questions, the salesperson helps a
client discover the problem and figure out the correct solution.
This may take some time, but be diligent and continue
questioning until you uncover the real problem.
Once you define the real problem, decide whether or not you can
help. If not, let the customer know and refer them, if possible,
to someone who can assist. If you can help, then let the
prospect know how your solution fits their problem. Help them
see how you can alleviate the problem.
If done properly, the
solution becomes the prospects idea – not the salespersons. This
allows the prospect to feel they are right when, in reality,
they have been led to the right conclusion by the expert
(salesperson).
The customer is
always right (or at least feels so) as long as the expert is
leading them to the right decision.
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