There are fundamental basics of sales and marketing, which are invaluable in determining the success or failure of a venture. Presented will be the four most valuable attributes toward achieving a dynamic sales cycle and why they are paramount? (And no, not just because I say so!)
These strategies are universal to all fields and forms of marketing: B2B, web-based, telemarketing, appointment setting, MLM or retail. How we approach and deal with people is our biggest asset or Achilles heel. Who cares if I have a relationship, or if it works? We're not getting married, or going to be in a survivor tribe together, in fact I'll never see them again, I made the sale! Quickest wooden nickel I ever made. Is that you? Well, let's start from the beginning! Wouldn't you rather have a wooden dime or quarter?
Listen Carefully—Actively Listen
A dynamic working relationship creates the full circle concept of sales and this is how it starts.
“Shelly, you can't listen over the Internet!” I beg to differ. Your ad dollars spent vs. revenue generated, web tracking statistics, number of beans counted today all speak quite loudly. Your customers are saying something. Are you responding?
The most valuable source of new business, not to mention recurring revenue is your present customer. “Oh, he's a pain in the rear.” “She always wants something more.” “They change their minds every other day.” So what, suck it up! Change it for them, give it to them, and make them happy! Happy people bring others to the table.
Haven't you ever taken something back, ranting and raving, while getting polite responses, then feeling like a major creep? That salesperson was stroking you, whether you knew it or they knew it. Your ego was satisfied. Your need met. Probably out of guilt, and thankful you didn't get bopped on the head, you probably bought something else, or referred someone. It turned out well for both of you.
Moral of the story:
Listen to your customer and then respond to what they want. Make lemonade from lemons, as the old saying goes. While providing them with what they want, you'll gain loyalty, meaning future direct sales from them and referrals. See, it is a relationship!
Success in Listening---fulfills your customer’s needs. If you don't listen, you'll miss the boat.
Performance
Be nice and sell yourself. No, give yourself away!
No one likes to buy from a cardboard cut-out. Show off your personality…whether you're flamboyant or aggressive, cool as a cucumber or slick as a snake charmer. Shoot, any psychologist can tell you to listen and respond to your buyer, make them want to respond to you! Do not try to be someone you are not.
When someone enjoys your company, your presentation, your own pizzazz, it makes it that much easier to choose you over the next guy. The sweet gal at Store A over the competitor's Store B Haughty Mama. You may have the same products, but never, the same style.
Success in Promoting---yourself creates desire to continue working with you and creates a competitive edge.
Educate—Be Informative
A perfect example: Telecommunications. An authorized dealer representing 3 different cellular phone companies. They can pride themselves on two different things.
- They represent 3 different companies. Not because they're indecisive or grabbing at straws. They situate themselves in the marketplace better by offering a variety in order to better serve their customers. They evaluate on an individual basis, what a customer expects in terms of coverage area, cost/budget, overall needs and intangible benefits of one service over another, and develop a wireless service plan to best suit their needs.
- They don't toss the phones and manuals to them and say, "Have a great day, and by the way, I've blocked you're number so don't call." They are very service oriented, and feel fulfilled knowing that their customers are satisfied.
This is customer education. We want customers to be happy. Like I said above, fewer headaches, more referrals, plus we're contributing to their business success, either by streamlining their organization, cutting costs or both. Plus, a little ego gets a little boost.
Success in Education---justifies your customer's choices and establishes you as the expert.
Follow-up—Be Attentive
Make sure everything's going well, and find out what else they may need. While the cat's away, the mice might play…with the money that should be in your pocket!
The Wonderful Art of Suggestive Selling
What's a horse without a buggy? Would you like fries with that?
Retailers have done this since the beginning of time and been immensely successful! You sell red widgets, they are stand-alone products, you sold them that way, there's never any need for anymore widgets of any other color, style or net weight. Well, guess what? Joe's partner needs one now, because of all things, there is a new way for widgets to play together. “Oh, that is the niftiest little widget holder, and comes in Race car, Parasol, and the Just Right Designs.” A person with vision sees the endless horizon. So learn to be creative, be proactive rather than reactive.
If everyone in town already has one, and you've even drained the welcome wagon, find an innovative, creative way to help the Red Widget people. Find them a complementary gadget for the widget, by definition something that completes or makes perfect. No, not as in free, although you could package something free with your “must-have-with-red-widget” item to make it really irresistible, but another topic altogether. Simply give them a no-brainer!
Success in Follow-up---validates the relationship, and ensures repeat and referral business!
Now, just start all over again. That is Full-Circle Sales!
This may sound very simple and "Sales 101," but so often we don't tie our shoes before jumping out on the track. Ouch!
The above 4 steps ultimately serve to fulfill, create, establish and validate the working relationship and positions you as a winner in a dynamic working sales relationship!
Copyright, Shelly Rich Friedling; Shelly understands frustrations AND great motivation of small businesses and entrepreneurs, challenging her to share practical expertise through Success*Strategies ezine & by providing creative writing services.
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