It used to be that the main sign of a good seller is the ability to talk to customers teeth. The success of his career depended on this ability in many respects: the more persistently he praised his product to potential buyers, the more weight he gained in the eyes of his superiors. But times change, and customers become more advanced. You will no longer be able to put down their vigilance with sweet speeches - give them the uterine truth.
Barry Farber, a well-known American entrepreneur, writer and sales consultant, conducts a survey every year among his regular customers. When asked about the qualities they value most in sellers, many of them answer that it is the ability to maintain relationships with their customers and first-class service. However, most often Barry hears from them the comments of the following nature: “I want the seller to be very frank and not walk around it - let him tell everything as it is».
And this desire is understandable: customers are tired of removing noodles from their ears, they want sales professionals to be straightforward, i.e. brought to them the true state of things. Clearly, quickly and without exaggeration.
Practice shows that unsophisticated sellers are much more likely to succeed in their activities. They establish stronger relationships with customers, enjoy their trust and get more pleasure from working with them.
So how to become one of them? Follow the recommendations we give below.
1. Do not try to please everyone
Bill Cosby, a famous American actor, director, screenwriter, producer and musician, once said a very wise idea: "There are many ways to achieve success, but the main way to failure is the desire to please everyone." And it's hard not to agree with him.
Sales staff often encounter customers whom they cannot possibly please. Perhaps this is due to the fact that your product does not suit them, they are not satisfied with its price, or they simply have a personal dislike for you.
Experienced sellers know very well when to continue communication with the client, and when it is necessary to stop it. They will not change their values and principles, trying to please "difficult" customers and make a deal with them.
In addition, they do not take their failures to heart, because they know that not everything depends on them. After all, consumers make the decision to purchase, based on many factors that often do not fit into the framework of logic.
Current customers value sellers who are confident in what they do and sell. They respect the desperate brave souls who are not afraid to share information with them, because of which even a good bargain may be lost.
"What is the use of straightness if it does not bring me more money?" - you ask. Perhaps you are right: being very frank with your customers, you will not make a lot of money here and now. However, you will get more valuable benefits: loyal customers who will bring you even more income in the future.
2. Immediately inform customers exactly what you are selling.
When giving presentations to potential customers - in person or by phone - many sellers talk about anything but the product itself. Customers often have to ask them a series of questions in order to understand exactly what they are selling. Is it permissible? Of course no. Buyers are not interested in your outstanding oratorical abilities - they just want to reveal the essence of your offer and, preferably, as soon as possible.
Your presentation should be understandable even to the schoolboy and affect only the crux of the matter. Forget about advertising tricks, fancy words and vague reasoning.
A perfect telephone presentation should sound something like this:
"Hello, ...! My name is ... I work at company X, which sells goods Y (specify what you are selling). I would like to discuss with you the possibility of cooperation."
Your speech should be extremely clear and concise. Introduce yourself, indicate the name of your company and its field of activity. Also, you can tell a few words about your experience and the benefits of your company. Remember that the purpose of your first call is not to sell your product, but to make an appointment with the client.
Some sellers do not want to be frank with potential customers because they are afraid to get rejected. So what happens even if your offer is rejected? This is not the end of the world. At the very least, it’s better to get a refusal right away, and not after a half-hour lecture on the benefits of your product. Thus, you will save both your and other people's time.
3. Know how to move aside in time.
Sometimes it happens that your proposal, for one reason or another, does not suit the client, which he may not even guess. What to do in this situation? Silence in a rag or still tell the buyer the truth?
We would recommend you the second option. Customer confidence in your company will increase significantly, if you honestly admit that, at the moment, your proposal is not the best solution to his problem. Perhaps you can advise him of another company offering similar services, even if it is your direct competitor.
Imagine that you are running a company that sells restaurant equipment. One day, you are approached by a client who wants to purchase several professional refrigerators for his establishment. You have the product in stock, but it does not have all the characteristics that the customer requests. In this case, you'd better write the following letter:
"Dear / dear ...! Thank you for contacting our company. Considering your budget and wishes, I have to admit that our refrigerators do not fully meet your requirements. I would like to recommend you another supplier who my opinion can offer you exactly what you are looking for. "
The most important thing is to provide value to the client. And no matter how you achieve this goal: with the help of their products and services or free advice.
Being extremely frank with your customers, you will grow in their eyes. They will not only trust you more in the future, but will certainly recommend your company to their friends to express their gratitude to you.
Of course, none of us wants to abandon a bargain. However, if this transaction is not the best solution for your client, then you risk losing a more valuable thing than money — your good name. Always consider the long-term consequences of your actions. No wonder they say that it is better to lose the battle, but to win the war.
4. Constantly learn from first-tier sellers
In every company and industry there are people who are role models. Sales is no exception. Identify outstanding specialists in your niche and do your best to get to know them. These people can become mentors for you: you can follow their advice and imitate their sales. Only professionals will be able to show you by example how you can be extremely frank with your clients, without spoiling the relationship with them.
Get into the habit of communicating with the sales managers of all the companies you work with. You will learn a lot of useful things. Surrounding yourself with people who have achieved success in sales, you will gradually become one of them.
Better bitter truth ...
Straight sellers are like a breath of fresh air for today's customers. The latter value their precious time, so they immediately want to know whether your offer is suitable for them or not. Keep this in mind the next time you are tempted to talk to the buyer.