Get the sale at any cost. Make more calls. Tell them what they want to hear.
(article continued below ...)
Sales professionals in virtually every industry are under tremendous
pressure to close sales. It is not uncommon for them to hear comments
similar to ones above from their sales manager, supervisor, or boss. But
this approach does not create trust with customers and does not encourage
repeat business or a lasting relationship.
A more effective approach is to develop a partnering relationship with
your clients. This means working with them to help them achieve their goals
and objectives. Simple in theory, this strategy requires a completely
different approach. Here's what I mean.
In the majority of sales meetings, the sales person looks for ways to
position his or her product/service so that the prospect will buy it.
However, a partnering approach means putting your goals and objective aside.
It means focusing 100% of your attention on your customer. It requires a
self-less mindset because there are situations when the best solution is not
yours. In fact, it may mean telling your customer to contact a competitor. I
experienced this just a few days before writing this article. A subscriber
to my e-zine contacted me about delivering a particular service. Although I
may have been able to help her, I knew someone who could better meet her
requirements. It was mentally difficult, but I made the decision to refer
her to my competition.
Partnering also means that you provide exceptional follow-up to ensure
that your customer is completely satisfied with their purchase. This does
not mean you make just the obligatory follow-up call. It means you explore
their actual use of your product and/or service and help them maximize its
full potential.
A client of mine was experiencing less than favorable results after
implementing a new program into their business. We scheduled a follow-up
meeting with the management team, because as the vendor, I knew that the
answers lay in the execution of the program. During the meeting we explored
several ways to improve their results and one of the solutions required me
to provide additional follow-up. Although I could have charged this client
for my time, I knew that it made good business sense to absorb the cost of
this follow-up because my primary objective was to help my client achieve
the best results possible. Subsequent meetings indicated that this
investment was worth it as my client began discussing how we could take this
initiative to the next level.
The challenge with this concept is that most sales people want some form
of instant gratification. But this approach does not offer a direct or
immediate payoff for the sales person. However, from a business perspective,
it makes good sense.
It is also important to note that you don t necessarily have to give away
this additional service. A few sales trainers I know (including myself)
incorporate telephone coaching into their proposals. They charge for this
service but they position it as a way for the company to improve their
results. They demonstrate how this additional investment will drive more
dollars to their clients bottom line. Ultimately, your goal should be
helping your customers and clients improve their business results. Here are
a few points to consider.
1. Focus on their goals and objective instead of your personal agenda
(closing the sale). If necessary, recommend another supplier or vendor who
offers the exact product/service your client needs.
2. Follow-up. Contact
your customer and talk to them after they have made their purchase. Ask them
if they are getting the desired results. If they aren't, look for ways to
help them maximize their results. Offer additional support. Give them extra
resources. Help them get the best results possible.
3. Incorporate a
systemized process into your sales pitch or proposals. People will pay for
extras providing they see that value that is brought to their organization.
4. Send information to your customers on a regular basis without being
asked. I like to send articles that are relevant to my clients on a regular
basis. This demonstrates that I am looking out for their interests, rather
than my own. I prefer to send articles written by other people, not just the
ones I write.
Zig Ziglar once stated, You can get anything you want in life if you just
help enough other people get what they want. When you help your customers
achieve their goals and objectives you become more than a supplier or
vendor. You become a preferred partner. And this will prevent your
competition from overtaking you in the marketplace.
Create a checklist of the additional services you can offer to your
clients to help them achieve their goals. Helping your customers reach their
objectives will help you increase your profits.
One word of caution this is a process, not a quick fix. This strategy
does take time to generate a return. However, it is well worth the
investment.
About the Author:
Kelley Robertson, President of the Robertson Training Group, is a
professional speaker and trainer on sales, negotiating, and employee
motivation. For information on his programs, visit his website at
www.RobertsonTrainingGroup.com . You can also contact Kelley at
905-633-7750
January 18, 2005
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