Here's how most salespeople would try to sell this shovel: - Our shovel is made with a special metal that will never rust. - It has a padded handle to prevent blisters. - It's so lightweight that even a child can use it. - It’s one of the best shovels on the market! - It even comes with a 2-year warranty. ❌ This is all "Feature selling," and how you’ll end up with… "I'll think about it; let me look around a little longer." Instead, shift the focus to the purpose of the hole. which would look something like this: Salesperson: What type of hole are you looking to dig? Customer: My wife is working on a flower garden and wants to plant several rose bushes. Salesperson: Do you enjoy gardening? Customer: Not really, I'd rather be with my buddies golfing. Salesperson: Will you be doing a lot of gardening in the future? Customer: Probably not; we have a small yard and won’t use it often. Once you start to understand the customer’s needs and priorities, then just present the features that matter. Don’t overwhelm them with unnecessary details to justify a higher price. The right way: Salesperson: Let me show you this shovel. It’s $10 more, but it has a larger shovel head. It’s perfect for planting rose bushes and you will finish in half the time. Your wife will be thrilled, and it will free up the afternoon so you can hit the course with your friends. Key takeaway: Stop talking about your product. Start asking the right questions. It’s not hard; just be curious!
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