7. Convert the customer’s motivations into the product’s characteristics. In marketing, this is known as “positioning,” and it consists of equating the product with the customer’s hopes and desires. A number of factors are important when positioning a product.

• Position the product in the best spectrum of the market possible. Don’t pitch the product too high or too low in terms of affordability and luxury.
• Position the facts about the product according to the person you’re selling it to. You may have a handful of different facts, but it’s up to your skill to know which of those facts best serve each individual sale.
• Don’t fudge facts or lie outright. Product positioning is about perception, not deception.
• Position the facts so that they transcend the product itself. This means that the desirable, positive values associated with the product are what sell it. Companies that excel at this include Coca-Cola, Apple, and many designer goods or labels. Think about how your product will connect with a customer’s lifestyle or values, and not simply serve a function.
• For instance, if you are trying to sell a relatively high-end minivan to a wealthy older person, you might mention its luxurious features. Do this by saying things like: “Take a look at that wood trim—it’s just beautiful. And those soft leather seats—they’re so comfortable. They’re perfect for taking a nice sunset drive.”
• If you were trying to sell the same minivan to a family with three children, however, you would emphasize its more utilitarian features. For example, you could say things like: “The third seat adds lots of room for carting friends around. It also folds down when you need room for hauling groceries, sporting gear, and things like that. And did I mention that side air bags and anti-lock brakes come standard?”
  

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8. Be honest about your product. Long-term lovers of your product will only come about if you’ve been honest with them. This means being transparent in your delivery of product information and also admitting your own lack of knowledge or mistakes you’ve made. Don’t be afraid of honesty; it builds trust.

• If you ever are not able to answer customers’ questions or supply them with what they need, offer to follow up with them later, as soon as you are able to.
• Make sure customers know they can come back to you later if they have questions or concerns.
• If it ever turns out that a product isn’t right for a customer, be honest about it and help the customer find what he or she really needs. Even if you don’t make the sale today, your honesty and generosity will be remembered, and can translate into future sales.
• For instance, if you are trying to sell a sports car to customer who eventually tells you that he has five young children who he drives to school everyday, you could say something like: “Well maybe you’d be better off with a good minivan or SUV. But if you’re ever in the market for a second vehicle, come back and talk to me and I’ll help you get a good deal.”
  

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