Close More Sales by Dispelling Customer Fears
Close More Sales by Dispelling Customer Fears
Case in point: A couple years ago, I tried out a new dentist based on a full-page ad in the yellow pages and the credentials listed on his web site. To make a long story short: After a couple visits, I decided I was extremely dissatisfied with every aspect of my experience as a patient of his, so I asked his office staff to forward my records to a different dentist that was recommended to me. The upshot is that about a year later, I saw a newspaper article about this first dentist saying that he was sentenced to five years of felony probation after pleading guilty to bilking dozens of patients out of almost 100 grand!
Another case in point: The state Attorney General’s office is now building a case against a contractor with whom I had some major service-related problems. Apparently, he has created a long trail of disgruntled customers over the years and it’s catching up to him. For the time being, however, his display ads in the local Penny Saver newspaper keep luring new, unsuspecting customers in.
The purpose of these two stories is this: Lots of people have been burned and many other people have heard news reports and stories about fraud, dishonesty, or just plain bad service. That’s one of the reasons it’s more important than ever to convey to your prospective customers and clients that you’re an ethical, respected, and service-oriented business person.
It’s All in How You Communicate
Similar to an integrated marketing strategy, one should pursue a combined approach to portraying themselves as an ethical, customer-centric individual or company. One way is to develop a mission statement, a values statement, and/or a vision statement that you can include, in some form, on your web site, brochures, press releases, newsletters, and other modes of communication. Those statements should convey a strong emphasis on client satisfaction and customer service.
Developing and maintaining a stellar reputation for excellent quality and value-added service is the foundation for gaining people’s trust and generating valuable word-of-mouth advertising. The more positive ways the public hears about you, the more receptive they’ll generally be to becoming your client, customer, or patient.
What a lot of professionals fail to do – and this is costing them clients and income – is to ask for referrals, especially at the moment when their client is at their optimal level of enthusiasm. Each situation is different, and everyone has to be their own judge of what’s appropriate, but one of the best times to ask for a referral is when a client has just profusely thanked you for the great service you’ve provided. The opposite side of that same coin is to give them a few of your business cards and ask them to selectively hand them out to friends, co-workers, or family members who might be in the market for your services.
Whether you’re talking about Internet marketing or traditional marketing, the more 'hooks' or 'nets' you have in the water, the greater your catch is going to be.
Close More Sales by Dispelling Customer Fears - To learn more about this author, visit Joel Sussman's Website.
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Possibly one of the biggest obstacles to making a sale or increasing your client list is your prospects' fear: their fear of making the wrong decision, fear of being ripped off, or just the nagging fear of getting lousy service after the sale. Two things fuel that fear: personal experience and news headlines.
Case in point: A couple years ago, I tried out a new dentist based on a full-page ad in the yellow pages and the credentials listed on his web site. To make a long story short: After a couple visits, I decided I was extremely dissatisfied with every aspect of my experience as a patient of his, so I asked his office staff to forward my records to a different dentist that was recommended to me. The upshot is that about a year later, I saw a newspaper article about this first dentist saying that he was sentenced to five years of felony probation after pleading guilty to bilking dozens of patients out of almost 100 grand!
Another case in point: The state Attorney General’s office is now building a case against a contractor with whom I had some major service-related problems. Apparently, he has created a long trail of disgruntled customers over the years and it’s catching up to him. For the time being, however, his display ads in the local Penny Saver newspaper keep luring new, unsuspecting customers in.
The purpose of these two stories is this: Lots of people have been burned and many other people have heard news reports and stories about fraud, dishonesty, or just plain bad service. That’s one of the reasons it’s more important than ever to convey to your prospective customers and clients that you’re an ethical, respected, and service-oriented business person.
It’s All in How You Communicate
Similar to an integrated marketing strategy, one should pursue a combined approach to portraying themselves as an ethical, customer-centric individual or company. One way is to develop a mission statement, a values statement, and/or a vision statement that you can include, in some form, on your web site, brochures, press releases, newsletters, and other modes of communication. Those statements should convey a strong emphasis on client satisfaction and customer service.
Developing and maintaining a stellar reputation for excellent quality and value-added service is the foundation for gaining people’s trust and generating valuable word-of-mouth advertising. The more positive ways the public hears about you, the more receptive they’ll generally be to becoming your client, customer, or patient.
What a lot of professionals fail to do – and this is costing them clients and income – is to ask for referrals, especially at the moment when their client is at their optimal level of enthusiasm. Each situation is different, and everyone has to be their own judge of what’s appropriate, but one of the best times to ask for a referral is when a client has just profusely thanked you for the great service you’ve provided. The opposite side of that same coin is to give them a few of your business cards and ask them to selectively hand them out to friends, co-workers, or family members who might be in the market for your services.
Whether you’re talking about Internet marketing or traditional marketing, the more 'hooks' or 'nets' you have in the water, the greater your catch is going to be.
Close More Sales by Dispelling Customer Fears - To learn more about this author, visit Joel Sussman's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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