How do you define a happy customer? It’s usually someone who feels they haven’t been ‘sold to’ at all. They feel like they’ve received good value for money, as if they now have something they really want and that the purchasing decision was theirs alone.
Of course your customers should always feel that way when they have bought something from you, but how do you instill this ‘unsold to’ feeling when you know you have to do exactly that - sell your product or service? It’s all about selling creatively, about being a little different from your competitors and having the confidence and conviction to carry the sale through.
Make it okay for people not to buy
Martin Myslinski, a successful young entrepreneur in Silicon Valley shared a bit of sales wisdom with me early in my career. He said, “When approaching any sales opportunity remember, No One Sale Matters.” In other words we don’t build a business on “One Sale”, so relax, its okay for someone not to buy. It is the confident business person who will work hard and professionally and allow someone to “choose” their product or service. We all understand “What is in it for us” if we make a sale, what is more important is to understand “What is in it for the customer.” Making it okay for customers not to buy and learning what is important to the customer will increase your creativity in presenting product and service solutions in ways customers prefer.
Reinforce your status as a specialist
People who are perceived as experts in their field are often granted automatic credibility and trust. If you have been selling your product or service for a period of time you may find that your customers will begin to recognize you as a specialist in your field. If you and your sales team are well established as specialists then make sure that your customers know it. You should emphasize it in your marketing materials and advertising. For example, you could add a tagline to your logo, (Eagle Movers – Helping people on the move for over 40 years), and mention it as a unique selling point when talking to customers.
Follow up individual sales with another offer
Recent satisfied customers will still have you top-of-mind and may be particularly open to another purchase at this time. So while your customers are still in a positive state of mind about your business it’s a great idea to offer them a deal on a complementary product or service.
Be creative with customer objections
You have probably experienced a customer responding to your sales efforts by saying they don’t have enough money, don’t need it right now, or will call again later. You may have tried hard to change their decision and overcome these objections to still make the sale. But often it is already too late at this stage - objections need to be dealt with before you ask for the sale, not after the customer has made up their mind. The way to do this convincingly and creatively is to think about likely objections beforehand and work the answers in as part of the sales presentation.
Start by writing down a list of objections that apply to your product or service. This list could include the following:
“Your price is too high”
“I can't get budget approval”
“Someone else makes the decision”
“We always take the lowest bid”
“We can get it cheaper from someone else”
Then put yourself in your customer’s shoes and write down what they want, such as:
Added value to their business
No wasted follow up time sorting out problems
Answers to their major business issues
Now you must merge these real customer needs into your product or service offering, which you can do by starting your sales presentation by tackling customer objections and not by simply promoting your product. You can create a dialogue with your customer that will demonstrate to them that buying from you, at your price, is what’s best for them in the long run.
Customers will never object to saving money and avoiding post sales hassles.
Remember the basics
The basics of sales - such as knowing your product and your customer - may seem commonsense, but many business owners forget to give them the attention they deserve. Make sure you know the ins and outs of the product or service that you’re selling so you can answer any questions without hesitation. Also write down personal details your customer may tell you, such as their family situation or hobbies. They’ll be delighted when you remember later on.
Be creative and win
Being creative with your selling doesn’t mean coming up with crazy promotions. It means dealing with everyday issues with flair, listening intently to your customers’ needs and applying appropriate solutions. It means thinking on your feet, relating well to the people you deal with and being passionate about your own business. Only then will your customers be sold on your business, without feeling ‘sold to’.
Building Sales Creatively - To learn more about this author, visit Rene Zamora's Website.
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Rene Zamora
(Visit Rene's Website)
My name is Rene Zamora and I am the
President of Sales Manager Now. The
concept of bringing professional sales
management services to small businesses
evolved through my own professional
experience. Twenty seven years of sales
and sales management experience combined
with a training and consulting practice(www.renezamora
.net) birthed Sales Manager Now.
The vision was two fold. First, make it
possible for professional sales managers
like myself to work with small business
and escape the corporate environment.
Secondly, bring high level sales
management to progressive small businesses
at an affordable fee. When I say sales
management, that is what I mean, I become
the company sales manager.
The most significant reason I work with
small businesses is I enjoy being part of
the team. I enjoy rolling up my sleeves
and being part of a business struggles and
successes. I work on the Jerry McGuire
philosophy, less clients with more
personal attention.
I wish you the best,
Rene Zamora
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