There’s an old story about the guy who goes into a hardware store to buy a hole in the wall. Of course, he couldn’t actually buy a hole in the wall – what he did buy, though, was a drill to make the hole.
The point of the story is that we provide solutions that meet the client’s needs (i.e. the hole in the wall) and we shouldn’t focus on the product itself (i.e. the drill) or its features. In short, the client is only interested in what our product does for him or her.
Most of the sales training you do would include something about focusing on a product’s benefits rather than features – and that’s fine as far as it goes. But, once you’ve explained what the benefits are to a client, how can you get him or her to make the decision to actually buy the product there and then?
The answer lies in the way the brain works when there is a decision to be made. We are all loss-averse which means that if we take ownership of something – even if we don’t physically possess it – we hate to think that we might lose it.
How does that work in sales? Let’s say you’ve talked to the client about the benefits of a product, i.e. what the product will do for the client to make his or her life easier, or business better, and the client seems to accept what you say but doesn’t make the decision.
What you then do is to talk as though the client has made the decision and accepted your proposed solution. You describe for the client what their business will be like as a result by emphasising what the product’s benefits do for him or her. Make it real for the client so that they imagine themselves benefitting as you’re describing. Then, if the perceived benefits are strong enough, loss-aversion will kick-in and the client won’t want to be without the product’s benefits, i.e. he or she will have taken “ownership” of the products and won’t want to let it go.
Then you can close the deal.