SalesHQ

...and so they claim.

Over this past decade, there has been a rise from a certain group of marketing and sales "experts" that have brought to light a different approach to selling called Educational Based Selling.

Consumers now more than ever today are bombarded by so many different mediums of advertising it can be hard for a business to really stand out, get in front of and hold the attention of consumers.

For these "experts" positioning yourself as an expert and providing valuable market data and educational research, they claim is a more effective way of selling than the classic direct way of selling. Here is my product, here are the benefits, and here's why you should buy from me approach.

I'd like to open this up to discussion and ask each of you how have you been able to stand out among your competitors and other sales and advertising messages that consumers are constantly bombarded with on a daily basis?

Maximus

depending on the client we have always used  the education of a client. I actually split my clientys into three categories. Those that need educated, those who I consult  and those who purchase with the relationshi/.Quite often I  must mix and match  these three to have an enjoyable owning situation.

Education is great, but hands on mentoring and learning from your mistakes I think has a better outcome.  Often Education is presented and unfortunately, it can be as dry as the desert.  I like to call education courses/seminars "information opportunity", that way I look at it as being something I am adding to my already seasoned self.  I think companies should "before" they take on having consultants  come in to educate that they have the consultant come in and actually take a look at what the needs are instead of assuming that the people "need" something.  The company could be wasting money on topics that are not required.

I take the eduaction approach.

I closed a customer today in line at Burger King.

I asked him what he does, he replied he asked what I did, I said I sell cars. We got to talking, I answered his questions, told what we do, and why we are better. I never asked for the close and he went "I never considered that, I'm going stop by tomorrow to finish this up"

Eduaction works best, pressure rarely works.

I only apply pressure when I sense the prospect is on the edge and just needs a nudge.

We took the educational approach with our staffs. The client needed to be educated on the use of our products or they would shut us off and call someone else. We started with the needs analysis which gave us a basis for which product approach to take. We would recommend the product and explain why by way of benefit statements. This also allow us to handle objections because we knew the customers whole purpose. This market was home equity loans and lines of credit.

alot of times we had to educate the customer on what a home equity line of credit is and how it works. Customers would think that just taking out a $50k line of credit meant they owed interest on it right away. The line is like a credit card limit. You borrow when you need it, you pay it back. Then it is available for the next use. If no balance, no interest.

We would consult but we would have to educate in the process.

Good feedback.

Is not consultation education?  We are educating the client as well during consultion.  We are making them aware of options available are we not.  Proposing how something works be it a water heater or line of credit, in a way the consultation is a form of education.  Rich, what I said earlier can go either way, for myself or the client.

Smile and Rich - I would classify "educating" as supplying a prospect with the facts.  As you said Rich, this is how a faucet works.  Consulting is providing an informed opinion to the prospect or customer, based on your understanding of their needs and your experience in similar situations.  A, "This is what has worked for others in your situation" or, "based on what we've discussed, I believe these are your best choices", kind of statement.  Unless you're just taking orders, sales requires both.  And Smile, I'm sure your husband appreciates your "listening" as he whines. (lol)  Lots of spouses would hear much less "whining", if their mate had been allowed to do so constructively at work.  But that's a topic for a whole new forum.

I educate to build value in the product and in myself if possible.  I educate to compare to my competitors.  However, there is nothing like looking a prospective client dead in the eye and asking him, "so how's the Wife?", with real life concern.  You know what I mean? 

Maximus, I try to keep it as personal as I possibly can.  You can look up all of that educational stuff on the Web.  Besides, half of the people already  have.  They just want to see if you know what you are talking about, so Make sure you know what you are talking about.  You don't have to get down to the rivets of everything to tell a customer how your product or service will benefit their company or family.  Nothing other than rocket science is rocket science.  And I'm not selling that. 

All of my clients leave knowing that if they call me with a question or concern, they will be taken care of.  For god's sake, some of them even bring me cookies.  They don't do that because they appreciated my EDUCATIONAL lecture.