5.6 Sales Fundamentals
Selling is the ultimate step of marketing – it turns interest into money. Here are some basics:
The Pitch (benefits, not just features): When you talk to a customer, focus on how your product helps them, not just its specs. For example, instead of just listing a phone’s battery size and camera megapixels (features), explain that “our phone stays charged all day so you can browse and text without anxiety” (benefit). HubSpot emphasizes that “the benefits of having a product or service are what make consumers purchase,” so it’s often best to highlight benefits over features. Putting it simply: customers want to know how their life will improve with your product, so tailor your pitch to answer “What’s in it for them?”
Handling Objections: Customers may raise concerns (“It’s too expensive,” “I don’t need that feature,” etc.). Listen carefully and respond with empathy. For example, if a buyer says it’s out of their budget, you might explain the product’s long-term value or offer payment plans. The key is to provide information or alternatives that ease their worry. For instance, if someone is hesitant about a new software, you could offer a free trial or demo. Anticipating common objections and having answers ready can help overcome doubts.
Closing the Sale: After pitching and answering questions, always ask for the sale. A soft close could be: “Should I put you down for one today?” or “Would you like to schedule delivery?” Sometimes creating urgency (e.g. “We have a sale until tomorrow” or “Only a few left in stock”) helps, but it must be genuine. Make it as easy as possible to buy: offer multiple payment options, clear checkout, or even step-by-step help. Remember, some customers just need a small nudge or extra reassurance at the end to decide.
Sales Partnerships: You don’t have to sell only on your own. Partnering with retailers, resellers, or online platforms can expand your reach. For example, a small cosmetics brand might sell products through a well-known online marketplace or get placed on shelves at a local department store. These partnerships let you tap into established customer bases. Even co-marketing with another non-competing brand can work (e.g. a bookstore partnering with a cafe). Choosing the right partners depends on your product and target market.