Prove It, Since It's True

Henry: “Mr. Hudson, instead of telling more about the effectiveness of the

4-wheel drive system, please let me show you a very short video. Here we go...”

Roger: “Mr. Morgan, we are an institution. In our current portfolio, we

have over 100,000 family accounts just like yours. We are one of the most solid banks in financial history, recognized by all professionals in this sector. You can feel 100% safe with us.”

Martial: “Mr. Wang, here are some of the latest auction prices of our high- end timepieces. I have noted the initial prices and the last prices paid at auction. I made a very quick calculation based on this last auction where five of our brand’s timepieces were proposed for sale. The average increase per year was over 15%. I believe it’s significant and I want you to take this value increase into consideration.”

Don’t ask the customer to believe you: just prove to them that what you are saying is true.

Demonstrate The Simplicity

Alice: “Madame, please let me show you how to open the clasp on this necklace.

It’s actually very easy. First, please hold it with your left hand, and turn it this way. Then use the index finger of your right hand to block here and lift with your thumb this way. You see it’s quite easy. And you don’t need help from your husband even ifI am sure that he would love to assist you!”

A live demonstration is the best way to deal with any usage questions. The idea is to take the time to do/show it, and at the same time clearly explain the steps (maximum 3 steps) while doing it. After a demonstration, customers tend to request trying the product for themselves. I suggest assisting the customer by slowly talking though each step and inviting the customer to take their time. There is always a risk that the customer does not manage to use the product on their first attempt and this will create doubt about the ease of operation.

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