Selling is one of the most interesting aspects of business, especially if you understand the psychology of persuasion. Unfortunately, there are several misconceptions about selling to customers that are not true.
For instance, in the past business owners believe that the lower the price of their products, the more people will buy them. Well, that is not true.
Even if you sell your product or service for one dollar, if it’s not offering your customers the expected value, they won’t buy.
But if you sell a product for one thousand dollars and it’s offering your target customers real value, they won’t hesitate to buy. That explains why people would always buy iPhones, MacBooks, and other Apple products regardless of their prices.
The keyword here is value. Once your product or services solve a problem or satisfy a need, it is valuable. And your target audience would always buy irrespective of the price tag.
So, here are 5 misconceptions about selling to customers that are not true;
#1. The Customer Is Always Right
Is this really one of the misconceptions about selling to customers, or are people wrongly interpreting the meaning?
The phrase “customer is always right” was created to encourage employees of every organization to prioritize customers’ needs at all times. But in recent times, it has been taken out of context.
And salespeople are misinterpreting the phrase to mean that they must agree to anything their customer wants. It doesn’t matter whether your product or service is the perfect solution for them or not.
But here’s the thing, sometimes customers may not even know what they want. And it’s your job as the salesperson to enlighten and give them objective advice to help them make a choice.
Again, if you think your product or service is not a good fit for your customer, let them know. Of course, every salesperson wants to make money. But when it comes to building your company’s image, honesty and transparency should be your priority.
Always analyze your niche and go after customers that are the ideal fit for whatever you are offering.
#2. Selling is Dirty and Undignified
The assumption that selling is dirty and undignified is one of the biggest misconceptions about selling to customers.
Selling remains one of the best skills anybody can learn. Regardless of the business, you are doing, you need selling skills to succeed. Even dentists and physicians need to understand the psychology of persuasion to be outstanding.
Every profession in this world needs to understand the basic principle of selling.
Have you ever seen a surgeon discussing a particular procedure with their patients? They sound so natural and convincing.
Surgeons have a way of convincing their patients to feel that the surgery they are about to undergo is not too dangerous (even if it’s life-threatening). Well! If you ask me that is selling.
Similarly, the first skill politicians learn before they contest in any election is the act of selling themselves. That is why an average politician always sounds convincing.
So, the next time someone tells you that selling is dirty and undignified, let them know it’s the most important skill to learn in the 21st century.
#3. A Great Product Sells Itself
One of the misconceptions about selling to customers is that a good product sells itself. Unfortunately, most companies that believe in this myth are out of business.
Irrespective of the product you sell or services you render, you still need to reach out to your customers. With a high level of competition ravaging most niches, you need to create massive awareness about your products. Otherwise, your business may not stand the test of time.
What really makes a product sell itself is your company’s orientation about its customers. If you always care about your customers’ needs and prioritize their satisfaction over your own profitability, your product will sell astronomically.
Over time, a good customer orientation will make your product or service everybody’s choice in your niche. It will help you attract more loyal customers and create evangelists for your brands.
In a nutshell, a great product doesn’t sell itself. It’s your orientation about your customers and how you genuinely care about their satisfaction that will help you sell your product.
#4. Sales Can Be Fully Automated
It’s quite surprising how people think that the selling process can be scientifically defined and automated. Well, that is not true. And it’s one of the misconceptions about selling to customers.
Of course, there are some great tools you can use to communicate and schedule appointments. But automation can never replace the human connections in sales. And of course, selling is more effective when there’s an actual connection between you and your customers.
The selling process is encompassing. From the eye contact you make with your clients to the smiles you give them during your presentation and your ability to see their non-verbal objections all help you close the deal.
#5. Always Close the Sale
Always close the sale is one of the most dangerous misconceptions about sales. It makes salespeople resort to desperation. And they may end up overpromising and underdelivering. Sadly, this is bad for your business reputation.
So, as a salesperson, you must accept that sometimes you lose a deal and other times you win some.
Focus more on delivery values, prioritize your customer satisfaction, under-promise when onboarding them, and strive so hard to over-deliver.