Lets say that you are selling expensive sound surround systems for televisions. A prospects walks in and you start your sales talk. Yet instead of concentrating on the product advantages, you focus a little bit more on the technical details. Not to much and not to detailed but enough to turn the prospect into an expert on sound surround systems. He walks out and goes to the competitor where he talks to the salesmen. What do you think will happen? Will the prospect still be talking about advantages or prices? No, he will be talking about technical details. He will be asking the salesmen some nasty questions about the technology. And what happens if the salesmen can not give a satisfying answer? He will lose his trust in the competitor and come back to you.
The sales strategy: Customers do not just buy because of better prices or advantages. The higher the price of the product gets, the more important the expertise gets of the salesmen seeing the investment is being connected to a certain trust value. So make your customer smarter than your competitor and it will decrease the trust value of the competitor.
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