Knowing your customers is critical to long-term sales success, but doing so isn’t a simple task. Making customer connections is a never-ending process, as their needs and priorities are always subject to change. Here are some best practices:
Be Proactive
Start by adding a "relationship component" to all pre-call plans and meeting agendas; incorporate specific actions, behaviors, questions and comments. It's important to remember that the strength of customer relationships plays a major role in their decision-making.
Develop Consistent Sales Methods
It’s easier to pay attention to each customer when you don’t have to figure out what to say next. Having more room to focus on your customers will open up opportunities to strengthen relationships.
Recognize Sales Opportunities
Always ask clarifying questions with each situation to more accurately assess what sales needs can be met. This means recognizing what will actually help achieve your customers’ goals rather than selling them the product or service they think will work. Open-ended questions that test customer requests or relate to their objectives might lead to the sale of a service or specialized solution which they may not have otherwise known about.
Double-Check Everything
Spending a few extra minutes reviewing an order can often save hours of time and effort spent fixing billing issues, an incorrect order and so on.
All of these suggestions involve effective probing and listening, which requires more than a one-size-fits-all approach. Ditch impersonal sales tactics and actually get to know your customer.
Paul Charles & Associates in Londonderry is a sales management and customer service firm.
Current Issue - May 2024