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Have you ever wondered how you can get more people to buy your high-end service or product? For years my business partner and I have been training personnel agencies and experts in how they can win their desired top customers. We were able to develop a sales strategy with which every company can go one step further. And the best thing is that it is easy to remember because it has its own acronym: WILO.
It stands for Welcome, Investigate, Lead, Options. Let's look at what each step involves.
You need to make your customer feel valued, whether it is a first time customer or a returning customer. Chit-chatting and asking about your customer is not only useful for building a relationship with them, it also shows that you are responsive and encourages them to trust you. And you need that appreciation and trust to do the high-end ticket business.
The purpose of this phase is to set expectations and relax potential customers. The more relaxed your view is, the more comfortable you will be able to make a large purchase. Set the scene correctly by asking the ice with questions like:
• How was your day until now?
• Where are you from?
• I like your watch. Where did you get it from
• How's your family doing? (If you already know that you have a partner / children.)
Now it's time to set expectations for the entire conversation. First, determine that trust and honesty are central to an open discussion. Then clarify the goal, find a mutual agreement, and finally offer an incentive when you log in at the end of the call, meeting, or presentation.
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You can't sell a pitch to a potential customer if you don't understand what they value and how you can provide a service that is important to them. That is what makes this step so important. If you want to get people to buy more expensive goods or services from you, you need to learn more about them. Only then can you tailor your options to your needs.
Here are some questions you can ask to make sure you find all the information your potential customer needs to complete the sale.
When exploring their situation:
• What is happening now?
• What do you want to achieve in the next three months?
• What has prevented you from achieving this so far?
• How much would you like to earn in the next three months?
• If we find that we are suitable for collaboration, is there anything that is stopping you from moving forward today?
When researching your problem:
• What is the biggest problem you have now?
• Why do you think you have not yet achieved your goals?
• How do you feel about it?
• What have you done about it so far?
• What have you done to solve the problem that has not worked in the past?
• How committed are you in solving this problem?
When examining the consequences:
• If you don't solve this problem, how much time will you waste?
• What would that mean for you if you didn't change anything?
• What are the consequences if you do not change anything?
This step is subtle. You need to make it clear to your customers that they will benefit from buying your product and working with you. By listing the services your company offers and tailoring them to what your potential customers expressed in step 2, you seed them in the head they need – so you have the solution to their problem.
Leading your future customers to this conclusion is the difference whether you can close a high-end customer or not. Here are some questions you can ask to help your prospect decide to buy from you:
• If you solve this problem, how much money will you earn in a 12 month period?
• If you solve this problem, how much time do you have?
• What would it mean to you if you could solve this problem quickly?
At this point, you know everything about your customer and have told them all about the services you offer. If you feel you have the solution you need, tell them which packages you are selling.
Give the customer the opportunity to choose the less expensive alternatives and highlight why the high-end package is better suited to their needs if you think it is the right solution. In contrast, by giving them options, the customer can see the value of your high-end service. Then you have a second chance to sell the high-end service to your customer for the second time.
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Now it's time to test the WILO model. Write down the formula and create at least five questions for each step. This way you are always in control of the conversation. Then refine the conversation after the conversation and be prepared to be fluent.
The best salespeople have the gift and ability to make a structured conversation as natural as possible. Now go and get the customers!