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To Romance or Not To Romance
Written by: Bob JanetArticle Overview: Like most endeavors, there is more than one way to do things. When I asked longtime married couples how their relationship started and grew they unanimously told me, “We started slow, got to know each other and built a lasting relationship. “Now, I am not a romance consultant. I am a marketing consultant, but the same technique that works to sustain long and happy marriages for a lifetime of happiness, works for gaining and retaining your most profitable customers for a lifetime of profitable selling.
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To Romance or Not To Romance
Technique to Gain & Retain Your Most Profitable Customers
Just like in a romance relationship, you cannot just walk up to a prospect and tell them how great you are and how great your products and service will solve their problems. Can you imagine what reaction you would get from someone you wanted to date if you walked up and said, “Here I am. I am the best date you will ever have. I am more fun, more romantic and much more desirable than anyone you have ever met.” (Wait a second. I have tried that approach. No wonder I learned to handle rejection at a young age.)
You will not get very far selling your products and service if you walk up and say, “Here I am I do it better, faster and cheaper than everyone else.” But yet, that is what 90% of the want-to-be successful salespeople are doing.
Become successful by building a relationship with your prospect.
Start slow by letting them become familiar with you by:
1. Seeing you
2. Hearing from you
3. Hearing about you
I believe one of the most often asked questions from my clients is: “How often can I contact my prospect?” The answer is simple. You can contact your prospect as often as you like - monthly, weekly, daily - as long as you are giving information of value to them. something that will improve their business or their lives. And, that certainly is not information that is all about you.
Examples:
Most jewelry salespeople tell customers how nice their diamonds look and how nice they sparkle. The sales professional shows the customer how nice they (the customer) looks wearing the diamonds. You see we must make everything we say and do about the customer, not about us. This is called being 100% Customer- Centered.
Last week a lumber salesperson spent 30 minutes telling me how great the wood he was trying to sell me was. He went on and on with facts about how straight the 2 x 4’s are, a how they are keeled dried, and how he offered free delivery. But, he never once mentioned why all these facts were important to me. “What is in it for me?”
Another way to make sure you are 100% Customer-Centered is to always sell benefits, not features.
The feature is the product or service and the components it is made up of.
The Benefit is advantage gained from the feature.
Here is a quick test to see if you are being 100% Customer-Centered: if the information you are telling your prospect is of value to them: if you are giving them benefits.
If the customer can say “So What?” or What’s in it for me?” to anything you say or do, you are not being 100% Customer-Centered.
Example: If you tell the customer you are open until 8:00PM you are not 100% Customer- Centered. Make it about the customer by adding “For your shopping convenience”.
The Laws of Romancing the Customer:
1. Let your prospects become familiar with you.
2. Always be 100% Customer- Centered
Never give the customer information that does not better their business or lives
Never let the customer be able to say “So what?” or “What’s in it for me?”
Using the laws of Romancing the Customer will usually take a longer period of time to make the sale, but in the end you will sell the customer:
More goods and services
At higher prices
For a much longer period of time.
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Article Tags: 30 minutes, diamonds, free delivery, jewelry, lumber, profitable customers, rejection, romance relationship, salespeople, salesperson, sparkle
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About the Author: Bob Janet RSS for Bob's articles - Visit Bob's website  Click here to visit Bob's website   The Post Office does it SO CAN YOU An open letter to my competition The Clock Starts Ticking How not to bomb out with waiting customers Going from a Clerk to a SALES PROFESSIONAL Is Your Business a Frontrunner |
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