Picture the scene, you are on a train platform and a fellow passenger smiles at you. They look friendly and professional enough, so you smile back. Then they quickly walk over to you and tell you how great they are at their job, how much of a catch they are and that they are sure they can make you happy. Then they ask you to marry them! How would you feel? Would you be shocked that a smile had developed so quickly into a proposal? Would you wonder why they hadn’t spoken to you first and got to know you a bit more? Whatever your initial thoughts, it’s highly likely that you would at best refuse and at worst run off!
This is exactly what happens when you connect with someone (either on LinkedIn or by another method) then immediately ask your connection to buy something from you or meet you for a sales appointment. This approach feels rushed and not centred around them and their needs.
Think of a sale like a romantic relationship. If you were on a first date and your date spent the whole evening talking about themselves and what they wanted out of life, you probably wouldn’t want to see them again. Everybody’s favourite subject is….themselves! So we respond well to questions about what we do, how we do it and why we do it. Find out a bit more about your connection in a genuine and authentic way. That way you can discover whether you have connected with a prospective buyer, a new friend or just a great connection to learn from. Continue reading
We all buy stuff all the time. Some things are habitual buys and others are more impulsive and spontaneous but they are linked by the same driver DESIRE!
A product doesn’t have to be sexy for us to desire it, we just have to directly link it to a need, goal or problem we have and it becomes desirable. Take rubbish bins for example, not sexy but desirable! The more needs something meets and problems it solves the more desirable it becomes.
People don’t always know what they want to buy but they always know the problems and needs they have. I see many examples of sales and marketing material that is too self-promoting, banging on about the company’s products and processes and not the buyer’s needs and goals. Continue reading
The key to winning back business is in service recovery and rebuilding trust and faith.
It’s rare that you can just pick up the phone and resell to a customer that no longer uses you. There will be reasons they no longer buy and they may not welcome a sales call from you.
Taking decisive service recovery steps are a must and even if your efforts don’t result in winning a lost customer back, they may help recover your reputation.
If they left you they were probably unhappy with something you did (or didn’t do) and unhappy people tell others. At one time I think the stats were that happy customers told 3 in 10 people and unhappy told 7 in 10. With social media you can add several zeros to that figure!
Try my 5 step service and reputation recovery method! Continue reading
No company owns a customer. At best you get to ‘caretake’ them until they no longer need you or a better offer comes along.
Most customers are like cats; they come when they need something, have little loyalty (and several ‘owners’) and are easily tempted away by a more tasty meal. They know you need them more than they need you and that there is always a better offer to be had somewhere else.
Now dogs on the other hand, they are so loyal it hurts. You can shout at a dog and it still looks at you as if you are the most magnificent and lovable thing in the world. They don’t eat anywhere else or have several ‘owners’, in fact they will bark to defend you and scare off any threat to your union.
When it comes to customers, we need more dogs! Continue reading
…And what you can do about it.
Have you ever wondered why some sales are easy and others take ages or never convert?
Of course you have! It’s all down to desire or lack of it!
Grabbing attention and building desire is a fundamental part of the sales process.
Buyers buy when they see a direct link between a need, goal or problem they have and your product or service AND they will only buy from YOU if they feel confident that you are better than your competitors. Continue reading