Ready to Use! Secrets to Increasing Conversion Rates - Comparative Consideration -

"Won't showing other products confuse the customer and make them not buy anything?"

I sometimes get asked this question.

However, it is the opposite.

No matter how strong the product is,
even if the customer likes the product,

you cannot increase your conversion rate by serving them with only one product without suggesting others.

This is because,

people want to compare and choose.

For example, suppose you go to a travel agency to consult about a hotel to stay at.
Can you decide on a hotel if you are only offered one option?

You would surely think, "I want to see other hotels before I decide."

People unconsciously want to compare and choose the best option. In fact, if they don't compare, they cannot judge whether something is good or bad, and they cannot decide to purchase. This is because they are afraid of making a mistake.

Successful sales staff are able to effectively utilize the customer's desire to "compare!" to increase their conversion rates.

Today, I'd like to talk about that kind of customer service involving [comparative consideration].
It's a small technique that surprisingly few sales staff are conscious of.

There are two patterns of comparative consideration

There are two patterns for comparative consideration.
・Comparative consideration within your own store
・Comparative consideration with other stores

・ Comparative consideration within your own store

Comparing within your own store not only increases the conversion rate, but also leads to understanding the customer's needs and preferences.

・Comparative consideration with other stores

By comparing with other stores, you can reduce the number of customers who say "I'll decide after looking at other shops," and lead them to an [immediate decision].

Now, let's look at the points for each.

Comparative consideration within your own store

・Proposing 3 items is best

I recommend proposing 3 items for comparison.
At most, 5 items. If there are more than 5, it becomes a hassle to choose, which lowers the desire to purchase, and with only 2, customers tend to say, "Show me more!"

・Proposing only similar items is not enough

1. The product the customer was looking at
2. A similar, reliable product to 1
3. A challenge product that only a salesperson could suggest

It is important to include not just similar products like 2, but also challenge suggestions like 3.This approach captures the customer's needs while also introducing them to products they might not have found on their own.

Comparative consideration with other stores

・The salesperson should be the one to bring up other stores

Confirm whether they are considering products elsewhere by asking something like, "Did you see anything you were interested in at other shops?"
The key here is for the salesperson to bring it up before the customer does. If you wait for them to mention it, it can feel like a sales tactic, making them suspicious that you are "just trying to sell."

・Promote your own store without putting down others

Speaking ill of other stores is strictly forbidden, as it makes your ulterior motive to sell too obvious.

(Example: Assisting a customer who is also considering a coat)
"The coat at Store A has a unique color that incorporates this year's trends and is very eye-catching.
Our store's product here features a design that is also trendy for this year, but the color is basic, so I recommend it because you can wear it for a long time."

It is a good idea to acknowledge the strengths of Store A while highlighting the strengths of your own store. 🙆

These are the key points for comparative consideration.

By conducting comparative consideration in this way,

you provide a sense of satisfaction and peace of mind that "I really chose from among many products!!"to the customer.

As a result,you can increase your closing rate..

Please give it a try.

Thank you for reading until the end.
If you found this relatable or helpful, please like and follow. If you have any questions, please let me know in the comments and I will reply.
It is a learning experience for me as well, so I appreciate your support.

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