Remember what it was like courting your spouse? It’s likely that you didn’t propose on your very first date! A two-way interaction develops before reaching the church doors. Much like dating, in selling, if you want the fulfillment of a life-long customer, you can’t rush it.
It takes time and effort to get to know your customer. While every customer is unique in personality, likes and dislikes, there are some constants that sellers may leverage. Give them what they want, and they’ll become devoted, lifelong clients.
1. Forget Selling… Focus on Buying
One of my favorite selling mantra’s is from Jeffrey Gitomer in which he states; no one likes to be sold, but everyone loves to buy! People want to imagine they make all their purchases based on their own brilliant ideas and savvy purchasing. No one likes a pushy salesperson. A salesperson who “HELPS” their customer find the best deal is a hero.
When a customer enters into conversations with you, they are probably already planning to buy something. You don’t have to sell them. You may relax and just assist them in making the greatest buy decision.
Focus on the customer’s needs. Consider… what rewards would she seek? What is his budget? Remember that you are there to help, not to persuade. By doing so the stress is gone!
2. Buy A “Sure Bet”
There are always risks associated with buying, or at least an opportunity cost. The higher the price, the greater the perceived risk! Yes, a customer is seeking a product that meets his wants and needs. Always remember that internally the customers is asking themselves, “Is it worth it?”.
It’s a valid question. The world is full of scams where you spend money on junk that doesn’t last and can’t be maintained. Or a previous salesperson has overpromised on what their service or product could provide. A few hard lessons make people weary of impulse purchases. They want something reliable.
A “no risk” guarantee helps negate many customer fears. They may relax knowing that if the goods do not live up to expectations, they won’t be stuck paying for a dud. If you’re in a business where providing a money-back guarantee isn’t realistic, then explain that you’re in the business of making it right and that is what they are paying for in choosing you.
Customer testimonials also show “potential” customers that you truly work towards customer satisfaction. No one can say it better than a happy customer, but don’t overuse them. Choose precise and detailed testimonials, and provide as much about the consumer as you can to bolster their credibility. Do you have a customer that initially had a bad experience, but you turned it around? Don’t hesitate to ask them to detail their experience in a testimonial.
3. Assure Them It’s A Simple Process
Review your sales process and evaluate if it’s too complex. Yes, your stressed-out clients can experience buyer’s fatigue. One of my favorite examples of simplifying the buying process is the convenience store Quik-Trip. A few years ago they embarked on a multi-store remodeling initiative to where now every Quik-Trip you enter is exactly the same. I know precisely where my favorite protein bar is whether I’m in Oklahoma, or Kansas. Make sure you process is customer friendly, not company compliance friendly.
Any darn fool can make something complex; it takes a genius to make something simple. — Albert Einstein
When developing your selling strategy, don’t forget to highlight your product or services convenience. Value isn’t everything. With a little knowledge, you may easily attract your dream customer. Keep these three strategies in mind as you work to increase your business and client base, and watch your revenues skyrocket.
Catalyst Consulting 