How to sell based on the client’s situation

The transaction is a successful result of well-built communication between the seller and the buyer. There are not many products and services on the market that “sell themselves” due to their low price or the ability to satisfy an urgent need. Therefore, to implement most of the proposals, additional efforts are needed. And this is not only pre-sales marketing, but also human communication. Dialogue in sales is a game on the subtle mental settings of the client. It requires certain psychological and communicative competencies. One of them is the idea of ​​the client’s situation, the ability to analyze it, understand and manage it.

For the same goods and services, customers can be very different. Even when the target audience is defined as clearly as possible, we must not forget: there are no two absolutely identical people. But this does not change the fact that in some situations different people can behave in the same way. In other words, being aware of the customer’s situation can be key to sales success.

A situation is a set of circumstances in which a person finds himself. It has an objective nature: much of what happens to us does not depend on us. Weather, traffic jams, store prices. But no less important is our personal attitude to circumstances. How we see them, perceive them, analyze and evaluate them. What importance do we attach to them in relation to ourselves. A significant role here is played by a set of patterns in the minds of each of us. They record the usual ways to qualify situations and respond to them by choosing certain behaviors and algorithms of actions.

Any situation, in general, consists of objective circumstances and a subjective attitude towards them. The situation is formed:
• problem to be solved;
• the causes of this problem;
• needs that either have to resolve the problem, or prevent it;
• resources to solve the problem;
• obstacles to problem resolution;
• client’s idea of ​​a way to solve his problem (or lack thereof);
• the consequences of the intended solution to the problem or failure to solve the problem

All this can be realized, partially realized or not realized by the client. The degree of awareness/unconsciousness should be the focus of work with the client situation. Raising the awareness of the client is the task of the seller, the solution of which will be the basis of the future transaction.

All this can be realized, partially realized or not realized by the client. The degree of awareness/unconsciousness should be the focus of work with the client situation. Raising the awareness of the client is the task of the seller, the solution of which will be the basis of the future transaction.