GUIDELINES TO NRDC feb 24 2014

Persuading, ContinuedSelling stepsTo sell your product follow these steps:StepAction1 Know your product--x In all its facets.x As the customer sees it.x For its ultimate value to the customer.Example: Car salesmen don't just sell automobiles. They also sellwhat customers ultimately value:x Style.x Prestige.x Dependability.2 Know your customer:Knowing what to sell isn't the same as knowing what people want tobuy. Unless it means something to the customer, your product willfail to impress, no matter how wonderful it is in your eyes.Figure out what the customer wants in exchange for signing up toyour plan. Tailor your presentation to meet the customer's needsand bolster his self-image. Gaining cooperation is easier, if you helpthe customer gain personal satisfaction by helping you.Example 1:"Manny, We need you in this work group. We plan to recommendactions affecting your branch--I'm sure you would want to be part ofthat." This approach appeals to Manny's needs for power andsecurity.Example 2:"Moe, you stand to lose some spaces in this reorganization, but yournew mission will give you lots of visibility." This approachrecognizes Moe's need for achievement and recognition.Example 3:"Jack, I sure could use Jill to help me with this project. It'll give hera chance to do some networking, and since she speaks well, she cando our briefings." Jack is a dedicated mentor, who seeks ways todevelop subordinates, so you're helping him achieve that.NRDC GRC – Staff Handbook 6-13