What do clients want?
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Clients don't expect to be coerced, bullied, tricked or intimidated into buying. They don't expect to be treated like an idiot by sales people who just talk at them and flash brochures or product sheets. Relationships do not work effectively if they are forced!
Clients are now after ‘Business people'who can sell.
Most clients know what they are after even if they don't know how to articulate it sometimes.
The ‘market challenger' or ‘early adopter' clients are open to new ideas and innovations and whilst they don't know what they don't know they are often happy to see competent sales people to learn and keep up to date with the latest ideas and innovations. They want to stay ahead of the pack. A key part of our job, as sales people, is to help clients articulate what they need in language they can relate to and understand so they can get what they need.
Today, clients expect to deal with a real professional who knows their own business and how that business is able to serve the client's business well.
As sales people, we need to listen beyond the obvious product need and get to know how our offering fits in with our clients' overall business or personal plans. Here are some suggestions on how you can do this:
- Determine the expressed client needs by asking questions, which get you understanding their situation for their point of view. An initial question I often use is ‘What are your key priorities and issues you need to address in the next ... months in relation to your company's sales performance (insert your own area of expertise)?'
- Press for more information to identify the business issues underlying the client's needs
- Creatively draw on the full resources of your business to see what possible solutions you can offer
You can build your credibility and value as a trusted business partner if you:
- Look to further the interests of your client's business as well as your own
- Keep current on developments that affect clients' business strategies including emerging trends and clients' competitors
- Have a long-term perspective on the way you do business with clients
- Expand the client's understanding of what a business relationship can be
- And do not forget your ‘Economic Argument', your ROI (return on investment). Look for ways you can contribute to your clients' profitability.
An excellent barometer for how your clients feel when you are interacting with them is to imagine you are one of your clients and you are being served by you. Really put yourself in your clients' shoes and describe your sales and service approach in as much details as possible. What did they say about you and your value to them?
‘Success' is but an artistic term
And after proper investigation, we as sales people should be able to define what ‘Success' will looks like in partnership with the client and have a planned approach for change. Remember ‘Success' is but an artistic term until you give it substance. You need to make sure you can link your client's goals and desires to work with you to tangible actions and outcomes. We are living in an increasingly evidenced based society and you need to be able to link your business offerings to real outcomes.
No fluff and spin!
You need to be able to communicate achievable objectives for the relationship while challenging the creativity of both the client and your organisation.
In short, in at least Business to Business sales, clients are now after ‘Business people' who can sell.
Remember everybody lives by selling something.
What do clients want - To learn more about this author, visit Sue Barrett'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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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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