There’s a fine line between wanting to sell or market a product and convincing consumers to purchase it.
Ideally,
in order to sell something, you put the needs of the consumers first,
explaining everything they might need to know about the product in order to
convince them to buy. As a salesperson, you try to tread that fine line
cautiously, careful not to overstep your limits.
Oftentimes, though, from a
business perspective, that line becomes blurred, and with what result? A
salesperson comes off as too pushy, making the consumer feel that he is only
after the sale and nothing more. Thus, even if the consumer wants the product,
he is turned off and decides to look for another supplier, perhaps someone who
would be more understanding of his needs.
When that happens, it becomes a
loss for you and a gain for someone else. So instead of reaching certain goals
you have set out for your business, you fail big time.
You Are Not Alone
The truth is almost every
businessman is guilty of that. Again, from a business perspective, it is
somewhat unavoidable. You take so many things into consideration – ROI, meeting
metrics, profits, lead generation, marketability, etc. – that you forget to put
the needs of the customer first. We’re not saying it happens all the time, but
it does. A solid proof of this is the sales of solar products.
It’s no secret that solar
products are expensive. While those have practical uses, consumers are
concerned about the cost that they think long and hard before committing to the
sale. In fact, even Australians, who are widely encouraged to use solar
products for energy and environmental conservation, are having second thoughts
when it comes to the purchase of solar products.
Finding a Solution
Due to the critical reception,
solar lead generation has become difficult. No matter how much effort a
manufacturer of solar products put into marketing, they only manage to produce
measly results. So how do you find a solution to such growing problem? The
answer is simple, really.
Empathy. That single word is the
solution. The dictionaries define empathy as the capacity to understand and
share another person’s emotions and experiences. Simply put, it’s putting
yourself in the place of others so you’ll know how they feel.
In the case of solar leads
generation, it means trying to think as a consumer does. Consider the questions
that a consumer asks himself when you offer your solar products to him. Typical
questions that a consumer would want answers to include:
- Is my home suitable for solar panels?
- How do solar panels work?
- Why should I switch to solar energy?
- How much does it cost?
- Do I need a special permit to have solar panels installed in my home?
- How much money would I be saving if I switch to solar energy?
- Should I inform my energy provider about the switch?
- How long does installation last?
Of course, the questions would
depend on the consumer. However, the above-mentioned are some of the usual
questions consumers ask those who try to sell them solar products.
If you are bent on working on
your solar leads generation, you need to analyze each question thoroughly. As a
salesperson, it’s your job to study how you would answer each question. If you
must, conduct a survey to find out what concerns consumers about solar
products.
Then, once you have pooled enough
questions, try role-reversal. Read each question and try to answer from your
own point-of-view. Again, answer the questions as if you’re the consumer and
the solar products are being sold to you. Forget that you’re trying to make
sales for a minute.
For instance, for the question, “Why should I switch to solar energy”, consider why you would switch to solar energy if the roles were reversed.
- Perhaps you want to save money on utilities.
- Maybe you want to do your part in saving the
environment.
- You are aware that solar energy is not only free
but also available abundantly.
- You know that while solar panels are expensive,
the long-term benefits far outweigh the upfront cost.
Those are feasible reasons, that,
when sewn together, would produce a confident but empathetic answer from you.
Always assure the consumer that
you understand how he feels, because that’s the only way you can answer his questions
confidently and with a heart. When a consumer senses that you’re putting his
needs first and you’re giving him truthful answers, it won’t be long until he
signs on the dotted line.
