The art of good saleswomanship is understanding what your customer is thinking.

Even better is to know what they’re thinking before they know themselves. There is nothing creepy or sneaky about this. Understanding your client is the cornerstone of a fabulous business.

If you know who your ideal customer is, your perfect-in-every-way customer, then you will understand why they want or need your product, what problem it’s going to solve for them (or what feelings it will evoke) and you will know why they are going to buy.

Let’s take a look at customers in general. What do they care about?

Customers Care About Themselves

Assuming that you haven’t actually offended a customer, their number one concern is themselves. They are not judging you, they are not rejecting you as a human being if they decide that they don’t want to buy. They are considering whether your product can solve their issue, or where it might look good in their home, or whether their husband/wife will like it. They are thinking about themselves

Customers Don’t Care About YOU!

Customers are not particularly interested in you when you are selling something to them. Yes, people do buy people, but that is also about them. They buy services from the people that they feel will deliver the product or service in the best way for them.

Customers Care About Knowledge

Customers want to deal with business women who know what they’re talking about. They don’t want to deal with someone who has to repeatedly say ‘I don’t know’. They want straight answers to their questions, they want the benefit to them of the product or service explained as simply as possible. However, customers also appreciate the truth and if someone asks something that you have never even thought of before, you can and should tell them that you don’t know, take their contact details and get back to them with that information in a timely fashion.

Please don’t take this to mean that you can’t start until you know absolutely everything about your product or service. You need to know enough to answer the usual questions. You will quickly establish what the usual questions are. What I’m saying is don’t blag it – people can tell when you’re blagging it!

No matter how complex your product or service, you need to be able to describe the benefit to your customer in one short sentence. I repeat, one short sentence. That way, the experience your customer has will be simple, smooth and successful, for both of you.

Customers Don’t Care About Product Features

Your product may have 157 channels and 42 individual buttons. It may be made from wool harvested by virgins at dawn. So what? Your customer is only interested in what that means for them. If 157 channels and 42 buttons means that the customer will have unlimited choices, tell them that. If the exclusivity of the virgin-harvested wool is something that your perfect customer cares about, highlight that to them. A common mistake that new saleswomen make is to go on and on (and on) about the features that interest them, forgetting that actually, your customer just wants to know what’s in it for them.

Customers Care About The Whole Experience

Customers want a painless transaction from start to finish. They want to be treated with respect (especially the difficult ones!). They want to know how to return something, how to buy more, where they can source the consumable parts of what you sell, what the add-on services are and how much they cost. In short, customers want great customer service.

Customers Don’t Care About Your Issues

If you sit in agonies of self-doubt and anxiety at every ‘selling’ opportunity, guess what? Your customer doesn’t even know, let alone care. You can choose to make every single sales transaction about you, how you feel and how dreadful it is, or you can make it all about your ideal customer and forget about yourself for a while.

You get to choose.