{"id":50837,"date":"2019-09-05T18:47:00","date_gmt":"2022-10-18T18:47:20","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50837"},"modified":"2023-10-05T13:09:38","modified_gmt":"2023-10-05T02:09:38","slug":"sales-tips-4-ways-to-turn-an-unsellable-product-into-a-must-have","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/sales-tips-4-ways-to-turn-an-unsellable-product-into-a-must-have\/","title":{"rendered":"Sales Tips: 4 Ways To Turn An Unsellable Product Into A Must-Have"},"content":{"rendered":"\n<p>You might think you\u2019ve got an unsellable product on your hands. But maybe you just haven\u2019t discovered its hidden value yet.<\/p>\n\n\n\n<p>When life hands you lemons, the old saying goes, make lemonade.&nbsp;<\/p>\n\n\n\n<p>Most products a sales reps is tasked with moving aren\u2019t quite as challenging as that. But the same principle applies.&nbsp;<\/p>\n\n\n\n<p>A true \u2018lemon\u2019, from a product or service perspective, would be something so badly designed it causes customers nothing but problems. And that\u2019s really something that can only be addressed at the manufacturing or service and support stages.&nbsp;<\/p>\n\n\n\n<p>And we\u2019re not saying anyone should try to push these products, or something that really just has no purpose, or we\u2019ll end up with, well, this.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/l2JdSP4o5EZkTU16o\" width=\"480\" height=\"366\" frameborder=\"0\">&amp;amp;amp;amp;amp;amp;amp;amp;nbsp;<\/iframe><\/p>\n\n\n\n<p>In most cases, sales teams are presented with a different challenge: sell a product or service that\u2019s necessary but boring \u2013 \u2018grudge purchases\u2019 that customers only invest in when they have no other choice.&nbsp;<\/p>\n\n\n\n<p>These are a difficult sell for even the most talented reps. Depending on what they are, however, such products and services might represent a higher profit margin, or open the door to other potential cross-sell and upsell opportunities once the rep has successfully gotten them through the door.&nbsp;<\/p>\n\n\n\n<p>So don\u2019t despair if you\u2019re trying to move a product or service no one would ever call \u201ccool.\u201d Try these approaches instead:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-let-your-customer-sell-it-for-you\">1. Let your customer sell it for you<\/h2>\n\n\n\n<p>You might have plenty of collateral about the product or service already \u2013 every person who\u2019s struggled to make this product desirable has probably added to the pile \u2013 but detailed brochures might not inspire customer interest.&nbsp;<\/p>\n\n\n\n<p>It often works better, even with less difficult products and services, to tell the stories taking place within customer\u2019s lives because of the product or service you\u2019re hoping to provide. No one is inspired by their new tyres; they\u2019re inspired by where they can go.&nbsp;<\/p>\n\n\n\n<p>Does your product or service save time? Are there goals people could achieve by investing in it? Or does it make them safer or more secure? Tell a story about what someone else has achieved with their new-found spare time, how someone else has achieved their goals, or how safety and security has helped them do something they want to do \u2013 there\u2019s a reason legions of tampon ads show women at the beach.<\/p>\n\n\n\n<p>Do the kinds of buyers you\u2019re targeting have any other common characteristics or aspirations? Talk about some of the most successful role models or peers they might share and show that investing in your product or service was part of their journey. If nothing else, this will show you\u2019re actively listening to your customer community.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-give-the-tricky-product-some-cool-company\">2. Give the tricky product some cool company<\/h2>\n\n\n\n<p>If your company offers something more obviously desirable or compelling, find a way to show how the more difficult product or service complements it. You don&#8217;t have to create an actual sale bundle or suggest the two offerings do similar things. It\u2019s about aligning the value they both offer.<\/p>\n\n\n\n<p>Remember to show as well as tell here \u2013 perhaps with videos of your customers who use both products.<\/p>\n\n\n\n<p>If all else fails, use the awareness and popularity of the cool product to reposition your difficult product or service as the \u2018best-kept secret\u2019 only your smartest customers know about. The word will spread soon enough.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-when-the-going-gets-tough-the-tough-get-data\">3. When the going gets tough, the tough get data<\/h2>\n\n\n\n<p>If you\u2019re using a <a href=\"https:\/\/www.salesforce.com\/au\/crm\/what-is-crm\/\">CRM<\/a> you\u2019ll know a lot about your customers and prospects that could make pitching a difficult product or service a lot more straightforward.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/blog\/2019\/06\/customer-journey-mapping--6-errors-to-avoid.html\" target=\"_blank\" rel=\"noopener\">Dig into the data<\/a>, for instance, and you might discover there\u2019s an ideal time, from a budget perspective, when a customer might be more willing to invest in a grudge purchase like the one you\u2019re suggesting. Or you might see that within the larger buying team there is a decision-maker \u2014 like your contact\u2019s boss \u2014 who will be more interested in the product you\u2019re pitching than the person you\u2019ve been talking to is. Use that to articulate how purchasing it can help them stand out in their organisation.<\/p>\n\n\n\n<p>Most of all, use CRM \u2014 as well as information culled from social media and other sources \u2014 to ensure you\u2019ve done all the homework necessary to deeply understand your customer or prospect\u2019s biggest objectives or pain points. The more personalised and relevant your pitch, the more likely they\u2019ll pay attention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-put-it-in-your-prospects-context\">4. Put it in your prospect\u2019s context<\/h2>\n\n\n\n<p>Most organisations are trying to do significant things that involve a lot of different elements. The product you\u2019re selling might sound boring, but only if you let it. Think of it, instead, as enabling a natural evolution of the company\u2019s origin story or reason for being.<\/p>\n\n\n\n<p>This is not only important for your customers to hear. It\u2019s something the other reps you work with need to think about and believe as well. That way, their pitches will be genuine, which always makes a difficult product or service a bit easier to move.<\/p>\n\n\n\n<p>Find out how to use technology to excel in speed, productivity and customer expectations.&nbsp;<a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/modern-day-sales-team-yesterdays-crm\/?d=7010M000002N2xYQAS&amp;nc=7010M000002N2xTQAS\" target=\"_blank\" rel=\"noopener\">Download Frost &amp; Sullivan\u2019s \u2018Modern sales team, yesterday&#8217;s CRM?\u2019 ebook<\/a>.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Feel like something&#8217;s holding your sales reps back?<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Get the white paper: Modern-day Sales Team, Yesterday&#8217;s CRM?<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/modern-day-sales-team-yesterdays-crm\/?d=7010M000002N2xYQAS&#038;nc=7010M000002N2xTQAS\">Get started<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>You might think you\u2019ve got an unsellable product on your hands. But maybe you just haven\u2019t discovered its hidden value yet. When life hands you lemons, the old saying goes, make lemonade.&nbsp; Most&hellip;<\/p>\n","protected":false},"author":1,"featured_media":50839,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"6de9a9c4a680467f8c58ca63bded0f1a","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2469,2480,2468,2470],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales-cloud","sf_topic-customer-success","sf_topic-sales","sf_topic-sales-strategies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sales Tips: 4 Ways To Turn An Unsellable Product Into A Must-Have | Salesforce<\/title>\n<meta name=\"description\" content=\"You might think you\u2019ve got an unsellable product on your hands. 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