Business Brains - 'Selling' is a dirty word
Sep, 13, 2011
Sales are the lifeblood of a business but all too often ‘selling’ is viewed as a ‘dirty’ word – and in some quarters justifiably so.
Setting out solely with the intention of selling may win you business, but you are not going to form the long term relationships that will grow customer loyalty, bring repeat business, or engender the confidence required to build a powerful brand.
So what are the key facets in successful sales and building a strong customer base?
1. Listen …… more than you talk! If I was writing a job description for almost any selling job today, the ability to listen would be top of the list of requirements. It is listening that changes the role of a Sales Manager into that of a Relationship Manager (as many corporate banks have clearly found out).
2. Discard your conventional ‘sales pitch’. Instead use a simple prompt aimed at promoting discussion. If you draw your potential customer into conversation you will be told what is required and what the priorities are. Remember, as long as a business listens it will hear. And if it hears it can respond.
3. Have proof to hand that will back up your claims. Make sure your customer information reinforces what you say. Regularly check the information in your brochures, on your website, in your advertising campaigns and realign to match where necessary.
4. Work all the time to build long term relationships, credibility and trust – don’t just communicate when you have something to sell. Engage with your customers, find out what they want, invite their opinions. Be mindful of the old 80/20 axiom – you need to spend 80% of your time on the 20% of your customer base who buy 80% of your products.
5. Don’t take it personally if you pitch and don’t make a sale - it is not a rejection of you. It is however important to find out why the customer didn’t bite, so that you can learn from the experience and move on.
By spending time going out and engaging with your customers you will find out what they want. And when you have developed the plans for your new product range, invite them to a pre-launch viewing and ask their opinion. Let them know you have listened to them and you will be cementing a long term relationship that could secure your future.
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