In a sales talk, there comes a point in the discussion when the customer wants to be convinced by the sales executive regarding the purchase of the product or the service under discussion. At such junctures, a salesperson often wonders what he/she may say to further convince the buyer.
This quandary has a simple solution. A seasoned sales executive will be thorough with all the features of the product/service that he/she is selling. He/she will also be aware of the application of these features. The enhanced and in-depth understanding of these features will enable the sales executive to segregate these features into high vale and high perceived value.
At such junctures as mentioned above, it is the presentation of features with high perceived value that creates an indelible mark on the psyche of the customer and cinches the deal for the sales executive.
Let’s consider an example of a feature with high perceived value to better understand this concept. We are aware that most of the cars these days are fitted with automatic windows and that too all four windows can be opened and closed with a separate button on all the four doors of the car. Perhaps the model of the car that the sales executive is selling has windows that wind up automatically once the ignition is turned off. Now, this feature which is otherwise miniscule in comparison with other features in the same car and other features of the other cars, yet it has a high impact value. The sales executive can announce with a great deal of flourish during the sales discussion, at the right opportunity, that this distinguishing feature is extremely helpful when one is traveling with children or the elderly in the car. These age-groups are generally forgetful and may forget, or keep worrying about having forgotten, to shut the car windows as they exit the car. Thus, this feature comes to the rescue of the car owner in avoiding unnecessary inconvenience and also enhances the safety of the car.
This confident declaration of the feature and its vivid application in real life, creates a high value for the customer, thereby, making it a high perceived value feature of the product.
An experienced and a thorough sales executive keeps with himself/herself a list of such features with high perceived value, so as to match the requirement, lifestyle or preferences of different customers.
Only one such extremely pertinent feature should be shared in a sales discussion for maximum impact.
You may like to watch a video on the concept here: