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March 24, 2005
Involve Customers for Sales Success
"Satisfying customers is an organization's primary reason for being. And when we involve customers actively in the selling process, we have a better chance of turning prospects into buyers and occasional buyers into lifetime loyalists," said Edward T. Reilly, president and CEO of American Management Association. He offered the following advice:
Get the prospective customer involved.
From test-driving a car to trying on clothes,
from sampling a seminar to choosing appliances,
the more people are involved in the selling process,
the more likely they are to buy-and buy with enthusiasm.
Listen-and never interrupt.
The more you learn from the customer, the more
you will understand his or her needs and be able
to tailor your demonstration or sales pitch. If
a customer strays off the subject, you can always
direct him or her back with a question. So, be
patient, and listen more than you talk.
Give verbal and visual signals.
Continually let the buyer know that he or she
is being listened to or the individual will stop
talking. Nod your head, keep eye contact and provide
verbal cues to let the buyer know you are aware
of what is going on.
Demonstrate the product or service.
This lets the customer test or sample the product.
The more familiar and comfortable with the product,
the more likely he or she will buy it.
Focus on benefits, not features.
Ensure that the benefits have been clearly articulated
and are linked to customer needs. The more measurable
the benefits, the more compelling your sales appeal.
Use testimonials. Statements
from current customers about how efficient, effective
or easy it is to use your product, can interest
a prospective customer to hear more.
Tell the buyer stories that back up
your claims. Be sure that everything
you say is true. Don't tell tall tales or make
promises that you can't keep.
Watch your language. People
aren't always comfortable in the "buying and selling
process." So switch to the term "own." People
like to own something-it makes them feel secure.
Don't rely on your brochures.
People don't buy professional services or most
products based on the content in handouts. They
buy based on the appearance and demeanor of the
salesperson, the interest he or she generates
in the service or product, and their own personal
needs and desires.
Give options that all lead to closure.
Say, "Which do you want-the red or the green?"
"Shall we deliver in June or July?" "Will you
be sending two or three people?"
Demonstrate care. Follow-up
to make sure expectations have been met. And call
before bad news might reach the customer-before
he or she calls you. Remember, you're looking
to build a long-term relationship.
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