Smart selling has come to be the best and the only way to lead your business to success today. But what is smart selling? How does that work? Is it some kind of a selling tool or a technology?
Well, it is basically a modern day concept. In simple terms, it could be defined as: When you sell a product, you just sell. When you sell a concept, you sell smart. You can either choose to be a salesperson or a business leader. To be the latter, you could ask…
What Is Smart Selling?
Imagine you are buying a perfume or body spray. What kind of image you get in your mind? Do we think about its ingredients? No. 99% of us would think of a girl or boy dancing around in a beach or in a club (or more than that… I leave the rest to your imagination). That is called Smart selling. They are NOT selling the product. They are selling the concept / experience.
How To Sell Smart?
Smart selling is no rocket science. You do not have to be a pro in marketing or sales strategies. There is none but one strategy for a successful business - Customer Satisfaction. However, your product alone is not sufficient for customer satisfaction. A seamless product experience is what you should focus on providing.
“A remarkable customer experience starts with the heart, intuition, curiosity, play, guts, taste. You won’t find any of it in a survey.”, says Jeff Bezos, Amazon’s CEO in his annual letter to shareholders.
Every word of his statement is true. It implies that “emotion” plays a large part in affirming your business’ success. Connecting to the right customers and smart selling are synchronous to each other. Here’s what you need to understand to sell smartly:
Know your USP
What Is USP?
USP is the Unique Selling Proposition or Unique Selling Point of your product. If you have an authentic answer to the question, “What does your product do differently from the similar existing ones?”, then that is your USP. The customers can find so many products in the same line all around the market, but the concept behind your product is unique to you.
Why You Need USP?
Based on a research by Hubspot, it is evident that the real power in commerce is vested with the customers. The market is always crowded with buyers and sellers (and products). For a business, finding the right customer among the crowd is difficult and involves labour, whereas for a buyer, finding the right product in the crowd isn’t all that difficult. They do not look for a product that does everything. A simple product that gives life to a fresh idea with efficiency has a much better chance of purchase than a product tightly packed with a whole lot of features.
That is why you cannot rely on the product alone if you look to set your foot strong in the business. You need to rely on the idea behind the product.
The concept that made you build your product in the first place will run your business as well.
Choose the right customer
You have built a great product to back your business concept. Now, throw mass marketing out of your strategies. There is no benefit whatsoever in trying to sell something to everybody. The whole point of smart selling is to sell to the right audience.
Let’s go a bit back in time when you conceived your business concept. What was in your mind?
- A problem (Problem statement)
- People who faced the problem (Target audience)
- Solution to the problem (Business concept)
- A tool to implement the solution (Product/Service)
Doesn’t it look better to sell the solution to the people who need it rather than just to sell the tool to everyone?
Connect with your customers
Once you know to whom you should sell, wait a moment before you start selling.
Tell before you sell.
That is, let your potential customers know who you are and why your business is there. It is about making them feel that their needs are aligned to your business idea. Once they are able to connect with the concept behind your product, they will like your product (if it works well).
More focus on the concept
Focus on selling what you do rather than what you make. The previous time-travel scenario supports this statement best. While thinking about a business, you first thought about the solution (the concept) to a problem. The tool (the product) came next. So, it is evident that your solution is what people need. You cannot sell a product successfully if it does not mean anything to the audience.
Stick to your brand’s vision, no matter what
Some businesses, in the pursuit of increasing the customer base or increasing sales, tend to lose the track. Radio Shack’s story is an example. The reason behind your customer base is the same reason why you started the business. If your vision is lost, you stand a large chance of losing your customers as well. If you want to branch your business out with some other products or services, it is important that the initial business values aren’t affected. Or you will end up losing the customers who exist because of those values.
Make it a point to aim at satisfying the right customers with your core value using your product. If you do, you are already selling smart. Let us know how you sell smart to your customers in the comments below!