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  • Writer's pictureThilaga Kumar

How to win the sale through product limitations?

“You can’t win the sale and succeed if yourself not convinced with what you are selling”

Often salesperson complains about the product limitations due to which he is unable to achieve the target. The usual complaints are “our product has fewer features, we don’t have good product ranges, we don’t have many product lines and competitors have better features, a wide range of product ranges and our price is expensive compared to the competitor and so on. End of the day, they quit the job thinking the company where they are working is not good because they do not have good products to sell…again other companies have the same issues…shift..Ultimately you will be the looser

The key here is that when you accept the limitations then you look for the opportunities and will find the way to sell the product.

“It is always easy to give excuses and it is always difficult to analyse and improve ourselves”

When the product is manufactured, it will surely go through market research and market demand with lots of investments. Understand the reason behind the launch of this product.

Every product will have pros and cons, don't just look for limitations and look for the advantages and possibilities to sell.

“Shift your blame mode to learn mode to achieve success”

Tips to win sales through Product limitations:

  • Understand Your Product’s USP: Even though you have limitations in the product, understand the USP (Unique Selling Point) of the available product, and present the benefits that customers can get with the help of the USP.

  • Take Initiative: We often complain the manager has not given guidance on how to overcome the limitations and how to sell the product. Have we ever gone and asked the manager, If you want to be a successful salesperson, take initiative? Approach your manager on how to sell the products, and your manager will appreciate and encourage you to teach you. Some managers will teach on his/her own, some will teach when you ask for it.

"If you want to win, then nothing wrong in asking"

  • Analyze and Focus: Analyze what kind of applications would benefit from the product. Also, determine which target segment and target audience should be focused on within the limitations of the product. In this way, you would be able to achieve the target.

"Every product can not be sold in every segment or application"

Go through your company visit:

How often are we going through our company website? Check out what's new, check the success stories, and check out the application section, you will have a better idea of where to sell.

  • Learn from Your Peers’ Success: Check with your colleagues how they are achieving the target even though there are limitations in the product. Gain knowledge about which applications they have sold so that you can replicate the strategies in your territory.

  • Global Reference: Get a global customers’ reference list if you supply your products globally. This will help you to replicate the success locally as well.

Let me explain what worked for me. In my initial days in sales, I sent bulk emails to thousands of prospects on my own from the old database, promoting the product by highlighting the USP, and managed to get good responses. I asked for references from all acquaintances, and I managed to get good leads from them. I also took the global success reference list from my head office (where we supply our products globally) and checked if each one of them had any manufacturing facility in India to help replicate the business.

Taking the initiative to generate leads and not waiting for others to give me leads helped me to grow in my sales career.

For example: I sold BLDC Motors. In layman’s terms, a motor is a movable device with an electric supply that helps to move any device from one place to another.

The feature of the DC motor is, that it has a built-in controller while the other competitors have a motor with an external controller. Since our product has a built-in controller, it saves space, as there is no need to mount it externally. The feature (USP) and the benefit of a built-in controller is saving space used by the external controller.

However, the limitation of the DC motor is low power ratings (watts). So, instead of blaming the product for not having higher power ratings, I analyzed the industry and application for which low power ratings would be best suited. Also, I used the USP (Built-in controller) to my advantage and highlighted it to add value to the customers to increase sales.

We did negligible business in India with BLDC motor when I joined the company and today it is one of the focus product and contributors to our sales turnover.

‘Switch from blaming mode to learning mode if you seriously wish to grow.’ – Thilaga Kumar

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