Today I’m talking to you about Consequence Selling.
It goes well with sales techniques that every good salesman or entrepreneur develops throughout his career.
When we say Consequence Selling, it is first and foremost about communication.
It is a method of conducting negotiations that will allow you to increase the conversion rate and to make the relationship with your customers much more human. In short, instead of overloading customers with too much specific information on the characteristics of your product, let them immediately enjoy the results they will obtain.
Let’s find out right away what is Consequence Selling and how you should use it within your business to make them eager to purchase.
What is Consequence Selling?
Consequence Selling is a strategy that cannot be missing in business. Also known as results selling, this is an approach that aims to stimulate customers’ imaginations by making them think about what they will get with your product or service.
The ultimate goal is not to close the deal, which is the goal at which most sellers stop. But aim for truly increase customer satisfaction. If you can connect with your customers and overcome the wall of distrust, you will be able to obtain many more sales and benefits for your business.
This is very important for two fundamental aspects:
- a happy customer is a customer who will return to purchase your products or services;
- the customer satisfied with his purchase leaves a positive review to attract many more customers.
But let’s get to the point, what do we mean when we talk about Consequence Selling?
This is a real path to guide the negotiation that you undertake with your client. A process made of objective analyzes and targeted questions, to understand what choices that same customer would make.
What does it mean?
We said that through sales techniques, as the expression itself underlines, it is the seller who sells something to the customer.
In Consequence Selling the situation is reversed. It is no longer the company that wants to sell something but it is the customer who, thanks to right questionshe can understand on his own why he should make a certain purchase.
Selling accordingly is a capable technique overcome customer objections. And, although the market is constantly evolving, this strategy continues to prove itself as extremely valid.
“Ok Mirko, but what does Consequence Selling mean in practice?”
Have you ever heard one of your customers say “This product is too expensive, I need to think about it for a while.”? By now you will have lost count of all the times you have had to hear this phrase.
And here Consequence Selling comes in, i.e. the method for overcoming the customer’s objections, like the one we have just seen.
Consequence Selling in sales negotiations
As with any other strategy, you need to hold on constantly updated because things in the market change, as does the purchasing path of consumers. Over the years, the way in which the customer approaches the seller continues to change and the objections he can raise during the negotiation also change.
However, the reasoning with which a customer completes the purchase is always the same and it is on this aspect that advanced negotiation works.
Consequence Selling works precisely because the human brain always follows the same process when it wants to make a purchase and this is confirmed to us by Neuromarketing experts.
Succeed in establish a relationship with your customers it is essential to retain her and increase successful sales.
This sales style requires a change of mentality first and foremost on the part of the seller. You need to develop a customer-first mindset, that is, you need to ask yourself what you can concretely do to help that person and how to help them at every stage of the process. sales process.
To do this you must leave aside your interests for a moment, which are to conclude the sale at all costs. You need to shift your attention to the person in front of you and ask yourself “How can I benefit them in the short or long term?”.
According to your knowledge you should know if the product or service in question can really bring benefits to the customer and in what way. Once you understand that, the rest of the negotiation will take care of itself.
An example of Consequence Selling
Now I’ll ask you a question: what are the two variables you have to work on when you intend to raise earnings? It’s simple:
- the number of prospects;
- the conversion rate.
To increase profit you need to bring more and more people to your company, as well as work on existing customers and increase the conversion rate. Consequence Selling helps you achieve this second objective above all.
The use of sales is therefore important within any market, but especially in those markets where there are few prospects and you must be able to emerge with the customers you have available.
I’ll do you a simple example. Imagine you are the owner or sales manager of a gym. Why do people decide to sign up for the weight room or classes? Certainly not to work hard, sweat or try out the latest piece of equipment purchased, unless they are really passionate.
In general, people go to the gym for what physical exercise allows them to achieve: a better appearance, to be ready for the swimsuit test, to please themselves and others more, to have greater self-confidence, to stay healthier.
But there is also another reason why the conversion rate increases with Consequence Selling. Why the possibilities of up-selling increase e cross-selling.
Let’s see what it’s about.
Difference between up-selling and cross-selling
Up-selling and Cross-selling are two sales techniques that encourage customers to adopt certain behaviors. Let’s look specifically at the difference between these two strategies.
THE’upselling it is the technique of encouraging the customer to purchase a higher-end product than the one he was initially interested in.
To achieve this purpose, gods are often used comparison graphs that show customers different high-end products on that market. This serves to best present all the additional features that they would have by making that recommended purchase.
But, guess what another way to up-sell. Exactly, stimulating the customer to imagine what results he will get with the basic purchase and compare them to the best results he will have with the advanced product or service.
In short, a much more “human” method than showing cold graphs that are never really understood well.
In this way, the seller can show multiple products to search for the one that best meets the customer’s needs. All the company has to do is convince him of the value he will receive by making a specific purchase.
The cross-sellingon the other hand, is the practice that invites customers to purchase an additional or complementary product to the one they have already purchased.
It is a strategy aimed at identifying gods products that satisfy additional or complementary needs compared to those already satisfied by the original product or service. For example, you buy a camera but, soon after, you may also feel the need to purchase a case to prevent shocks or special tools that allow you to take photos in any situation.
Even in this case, if you really understand what the customer’s priorities are and what things he cares about most, you will be able to offer him an additional product or service that he will hardly be able to give up.
These two techniques are often used together because mutually beneficial. The key to success is to understand the ratings made by users and then offer the answer through your product or service.
Is it better to up-sell or cross-sell?
And here too the answer is: it depends.
Both are valid, the difference is made by the situationthe customer and the relationship you have established.
There are cases in which the customer is very convinced that he is making that particular purchase for the objective he wants to achieve and not for the object itself. Returning to the example of the camera, the customer may have asked for a certain type of camera thinking it was the best, but if you offer him another device with many more features, he may prefer it even if at a higher cost.
In this case, it’s up to you to understand the customer’s goal. If he wants to take great photos, his lens may be strong enough for you to give him the other bid.
In other cases, however, the consumer has decided that he wants that specific object and nothing can change his mind. But if you care so much about that camera you are about to buy, because perhaps you wanted it so much, then you will surely pay more to also have the protective case. Here too it is up to you to understand how interested the customer is in the product or service to make your further sales.
Increase your sales by focusing on results
As you have seen, Consequence Selling is a formidable strategy for understand what the real needs of customers are and solve them by increasing, on the one hand, your profit and, on the other, their satisfaction.
Create memorable shopping experiences and positive will encourage your customers to trust you or your company. If they understand that they can rely on you and that thanks to your advice they can solve their problem, they will have excellent reasons to buy again.
Understanding customer behavior is the first step in implementing sales that aim for results. If you don’t develop that sensitivity, necessary for all sellers and entrepreneurs, to be able to connect with customers, sales will be difficult and unsatisfactory.
Do you want to change a negative trend or shake up your business? Then try new solutions.