USA
As a career salesperson, I love dealing with good salespeople and watching the process. With that said, I am fascinated with QVC. Most people tune into QVC and watch, credit card in hand, ready to jump on the phone or log onto the site to make a purchase. I, on the other hand, love watching the selling. The hosts of the show engage every sales tool to transform casual watchers to impulsive buyers. Here’s how they do it:
Features vs. Benefits. You will learn about every detail of a product, but you’ll also learn how you can benefit from those features. In fact, little did you know how much easier, cleaner, happier, stylish, thinner, etc.; you’d be, if only you had this “thing”.
Testimonials– I love hearing from Annabelle in Georgia who has bought and loved the product. She can personally share how the item has changed her life. What a clever way to work in product endorsements. If she can afford it, use it and love it, so can we!
Frequency– As consumers we may be interested in a product, but need constant prodding in order to take action. In the marketing world we call that frequency. The higher the frequency message, the more likely we are to buy. QVC repeats their advertising message over and over again, in a short amount of time. They have a higher ad frequency rate in one product broadcast than most full fledge ad campaigns.
Call to Action– Every good ad needs a call to action. QVC creates a sense of urgency and call to action by having limited time offers and showing you that they are running low on a product. Call now or you may not get the color, style, amount, that you want.
Pricing– Take something that’s a little large in one sum and break it down into EZ payments. Suddenly that $120 purchase seems affordable at only $20 a month. Don’t highlight the full purchase price, highlight the low monthly payment. (Also include a call to action saying that EZ pay won’t be available next time you see the product for sale!)
Create Repeat Customers– It’s much easier to generate revenue from existing customers than create new ones, right? QVC knows this and packages many of it’s products on auto-delivery. At the initial sale they sell you more! They create a long-term customer at the first sale.
Look at your sales process. Do you incorporate all the above tactics when selling a customer? How can you sell more like QVC? Watch it and learn. Try not to buy something. I dare you!