Link This |
Email this |
Blog This |
Comments (0)
The On The Edge Customer
June 4, 2007
The past few blogs we have discussed the Going to Buy customer the not going to buy customer and this blog I want to address the customer that is on the edge. I believe that the majority of all customers are "on the edge." They need two things established in their minds before they will make a buying decision. Those two things are "Trust" and "Value". A person has to trust the company that they are dealing with and find value in the product or service before a positive buying decision will be made. Let's look at those two words.
Trust - As stated previously I believe that when a potential customer contacts a company that they are not necessarily looking for that companies products and services. I believe that they are looking for a place and a person from whom to buy the product or service. Therefore trust is essential. Trust is established throughout the selling process by following good customer service and communication skills. For example: giving the customer your full, complete, undivided attention, maintaining eye-contact, listening, not interrupting and so on. However, I also know that selling yourself and your company is a essential element in establishing trust. Three or four times during the sales presentation salespeople need to sell themselves and the company. I would suggest that you come up with 20 - 30 Company stories highlighting the competitive advantages or Unique Selling Propositions that you and your company offer. Develop this concepts into a 15 - 20 word story highlighting "why" a customer should buy from you. It just might be the edge that yo need to close the sale.
Value - I believe that value is nothing more than perception. People have different values for different things. The value I have for a $100.00 is much different than the value my 14 year old granddaughter has for the same $100.00. Salespeople need to learn to sell based on the potential customer's perception of value or they need to increase the customer's perception of value with the words that they use in describing their products or services. This is done with Features, Benefits and Agreement questions and in asking the right questions to find out the customer's perception of value.
www.iastraining.com
Posted by Brad Huisken on June 4, 2007 | Comments (0)
