You Know; They're Just Like You

What is respect? Simply, it means to show consideration for other people.

How does this relate to gaining and retaining customers?

When you take the time to gain a potential customer's trust, you'll find that they will start to open up to you.

Don't be in a hurry to "close the sale" (you should know by now how much I hate "close the sale"). Instead, take the time to establish your own credibility in the customer's eyes. Take time then to ask them questions about their wants and needs. Whatever you do, don't be in a hurry to solve their problem.

You really need to make sure you've identified their buying motive before making your recommendation. You should also feedback your understanding of the situation before you make your recommendation and ask their confirmation that you've got it right.

Once you understand their problem, you can explain how particular aspects of your product / service goes about meeting and overcoming the problem. Caution here: don't oversell. Only talk those aspects of the product / service that are relevant. Don't give them a 30-minute presentation if a five-minute one will do.

There's a classic story about an elderly woman who goes to buy a heater. The eager salesperson in the store tells her everything there is to know about a particular heater. She responds by asking "Will it keep me warm in winter?" He replies that he's just explained that to her and she comments "Oh, really, I didn't understand"

Stephen Covey explains this nicely by saying "In order to be understood, seek first to understand"

Your credibility is paramount because without credibility, your customer won't trust you, and no one wants to do business with someone they can't trust. Start making purchase recommendations before you know what the problem is and you're likely to crash and burn.

Do you look trustworthy; do you sound trustworthy or do you come across as Desperate Dan or Frantic Francis?

Ever walked into a diner and walked straight out again? You know the kind of place I'm talking about - Septicaemia Susan's or Hepatitis Harry's. That's why we go to Burger King or The Golden Arches; because it's safe and trustworthy. Does your store or office look as if it's trustworthy or is it sad and decaying around the edges?

When you go somewhere to spend your hard-earned cash, what crosses your mind? I'll bet you look for someone who you feel you can trust, who will give you sound recommendations and who you feel will be there for you if something goes wrong. You hate the feeling of being duped or ripped off and so if there's any doubt in your mind, you don't buy. Instead you use an escape line such as "I'll think about it" or "I never make decisions on the first meeting".

Listen to your own buying signals and remember that the person you're selling to has exactly the same emotions and the same concerns you do.

You Know; They're Just Like You - To learn more about this author, visit James Yuille's Website.

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