Innovations and expansion of the product range are a key development process of almost any company. Usually, ideas for this expansion come to our mind after insights created by analyzing the market, competition, or our existing customers and clients. Their feedback during and after consumption of our products and services is a source of extremely important information. Often, it is not such a big challenge for companies to design and launch a new product on the market. However, their managers sometimes work really hard until the first earnings from them start "dripping" into giro accounts.
Why is it "difficult" to sell a novelty? Harder, at least, than existing products and services. Professional literature says that there is often a disproportion in the process of innovation. On the one hand, we have a large amount of time and money invested in the creation of these novelties, which are not followed by clearly defined processes and procedures for selling them, the talents responsible for placing these novelties on the market, and consequently ROI (English "return on investment"). The conclusion is self-evident: we need to invest a little more effort in order to sell products and services from our new range to (new or existing) clients.
People generally don't really like change - psychology has italy whatsapp data long proven that. And not even when that change is for the better. Therefore, resistance in the presentation of novelties is a completely natural phenomenon. One study surveyed over 500 experts in the field of sales and asked them exactly that - how to sell a novelty? The results are really interesting. Salespeople spend an average of 35% more time on (sales) presentations of new products and services, as opposed to selling existing ones. What usually happens then is that sellers need to first educate their customers about the new products, which is why we automatically have an increased number of live meetings - specifically, an increase of 32%. In order to convince our customer that our new product or service will really improve his business, the safest card we can play is a "face to face" meeting.
How to manage the aforementioned resistance from our customer? It will not be out of place if we remember the fact that the sales process can be "broken" into six parts:
First contact with the customer
Helping the customer better understand their needs
Customer consideration of different products
Narrowing down the choices
Making a decision
Post-festum contact with the customer, after he has tried our products
Resistance will not occur as often at the beginning of the sales process. Most people (including our customers) are interested in new things. They are intriguing to us, especially when there are strong marketing campaigns and activities behind them. Customers will often be interested in our novelties – and then they start questioning them. Will it be a good investment, is it really better than what we have now, what if it doesn’t turn out to be so reliable, etc. – these are all thoughts that can arise in the mind of our customer. And for sellers, it can be a “living pain” – after the initial enthusiasm and interest, resistance and rejection appear.