Strategies to Persuade Buyers Without Direct Need: A Comprehensive Guide

To start off, you can't really convince anyone to do a single thing they do not want to do. The key in sales is not convincing the other person to buy something they have no need or desire for. Instead, it is allowing the other person to come to your conclusion.

Clarify Your Product and Market

First, we need to backtrack. You need to answer a few critical questions for yourself and make them as clear and natural in your head as breathing and walking. Some of these questions are:

What am I selling? List every possible benefit of this product. Who am I selling to? Can I imagine at least 10 different people who would buy this product? Why would they buy it? What are all the specific problems these people might have that I can help with? Do I believe in what I am selling? It is probably the most important of all: clarifying your belief in your product or service is essential for authenticity.

If one of these is out of wack, you will have an absolutely terrifying experience selling each time you pick up the phone or hop on a Zoom call. You NEED to know the product, its solutions, the people buying it, and why they would want to buy it. Then you can move on to the next step.

Diagnose the Problems

You want to approach the call with the prospect armed with as much information as possible. Your product research from step 1 should cover this. Then adopt a genuinely helpful and interested manner in talking with the prospect. Be friendly, ask about their life or business, smile, etc.

Once the introduction is out of the way and you have a deeper connection with the prospect, you can begin with the questions: Why are they interested in this type of product? What kind of pains do they have? What kind of desire do they have?

Then tailor your answers specifically to those stated needs and nothing more. You want to help that person shake those problems off and achieve everything they were hoping to with their next purchase. You are a problem solver, not a pushy telephone marketer. In other words, you have to make them want it.

Identify and Solve the Issue

If all else fails and they have no interest in your product whatsoever, one of two things is possible:

They do not want to spend any money and are being polite in letting you finish. Or, there is a fundamental problem with your company or product, and it is destined to fail sooner or later.

A good though not infallible gauge for this is the success of your coworkers. How much are they selling? If the answer is a lot more than you, go ahead and approach them. Learn from them and implement everything they say. Trial and error.

If there is no one else, or everybody has the same problem, you might consider leaving the company. Best of luck to you!