Experiential Selling

First of all, what is the meaning of sales? The dictionary says, “the exchange of a commodity for money; the activity or business of selling products or services; persuading someone of the merits of buying the product or service that will benefit him or her.”

The Old English definition of sales is “to give, furnish, supply, lend, surrender, give up; deliver to; promise,” and Old Norse is “to flow” and what I was taught is that the root word for sales is “to serve”.

The” experiential” definition is “relating to, derived from, or providing experience; involving or based on experience and observation.”

So putting the two words together means that we can serve the best through offering an experience. Most people are wired to believe what they experience, not what you tell them they will experience. It engages multiple senses at the same time and focuses on an emotional connection.

So our job, if we have a product or service to sell, is to create memorable events and meetings, and engage our prospect emotionally so they can make their own judgments about the product or service. Also, the process of gaining knowledge from direct experience has more of a meaningful and lasting impact. There is a motivating spark that happens when a prospect suddenly “gets it.” And it can be a physical sensation as well.

The most important aspect of the selling process is asking key questions to set the stage for the experiential experience. It’s when you ask the right questions that get the prospect to really think something through, to visualize, to see themselves as the desired outcome, and come up with the solution on their own. When this happens you will see it in their physiology.

Experiential selling is all about the prospect: Putting them in the picture with the product, in their mind. Solving the problem they have and improving their life. You cannot provide a solution until you identify the problem. You must dive deep into the discovery process, and when you do, you get to the right solution that will feel right to your prospect.

Every person is unique. Each prospect is coming from different circumstances, with different experiences and will have different expectations. So our job is to find out as much as possible about the problem that needs solving.

Look for ways to give prospects more hands-on experiences with your product or service, whatever it may be. You may offer either a complimentary service or a product, so the prospect can experience the benefit for themselves and become enthusiastic ambassadors.

Stories can be very powerful sales tools. A well-told story with emotion draws the prospect in, and allows the prospect to put themselves into the story, and take away lessons or ideas that they can use to solve their own challenges. Stories can also help your prospect to experience your expertise and problem-solving abilities.

Ultimately sales are about serving and developing a relationship with your prospect. Keep in mind, people don’t remember what you said, they remember how you made them feel.

So here’s to good sales relationships!

Charlene Day