Why does a salesperson win or lose a copier sale? This is a question that almost everyone who has ever tried to sell something asks. Many people assume that it has something with superiority and the inferiority of a product. However, studies have shown that features of most competing products are roughly similar, and therefore, there are other factors that separate winners from losers. Abraham Thomas, Director Sales at Intrinsic Technology Solutions believes that the success or failure of a salesperson in any given deal can depend on a number of factors. Although the quality of their products and prices are believed to be significant determinants, the reality is that things are more complicated than that. For instance, buyers are not always rational, and their decision may be influenced by factors price immunity, the size of a company, and even their charisma of a salesperson. Below is a rundown of the most critical factors that determine the success of a salesperson in any given deal.
Price Consciousness Variation
In some cases, prices play a crucial role in persuading a company to buy from a given copier dealer. However, the importance of price is not equal among all buyers. For instance, the price-conscious buyers and price-sensitive buyers treat prices as primary and secondary factors, respectively. On the other hand, price-immune buyers don’t care about prices unless a product’s price is way above that of other similar products. So if a salesperson focuses so much on prices being favorable at the expense of other sales determinants, they may end up losing price-immune buyers.
Charisma Matters
When it comes to copier sales, many people wrongly think that all buyers are rational. However, the reality is that human behavior is much more complex. Therefore, although professionalism and likability may lead to successful sales, charismatic salespersons can achieve more than less charismatic ones in some industries. Indeed, being able to understand and exploit the intangible intuitive human elements of sales is what ultimately separates successful salespersons from the unsuccessful ones.
