Retail selling is quite a different beast to B2B (business to business) or B2C (business to consumer). B2B and B2C selling typically involves a longer selling cycle, higher investment, more complex decision-making process etc.
A sale is a decision and all decisions are based on emotion. We decide first, then we justify with logic. When you decided to marry your spouse, you made that decision emotionally. When you bought your house, you made that decision emotionally. Logic follows the emotional decision and is used to justify the decision. A stuck sale usually means that the emotional component is no longer present in the process.
When you’re creating any sort of communication aimed at a potential buyer, you want them to do what?
When I ask this question, I typically hear a range of answers like:
- Know more about our business
- Understand how we’re better than our competitors
- Wonder if we’re the right fit for them
And of course….
I get a lot of email, which I classify three ways: stuff I must read, stuff I might read and junk. The “stuff I must read” goes to the top of my to-do list. The “stuff I might read” is shuffled over to a corner of my inbox for that blessed day when I finally have time to catch up. The junk gets deleted.
Today's smart consumers are shopping around, chasing value but also expecting better customer experiences. In most sectors barriers to entry are low, new entrants are coming along faster and copying the best offers.
So a sustainable business needs to get the basics right, through efficient and consistent processes; it needs to surprise and delight customers at key customer touch-points by understanding what will engage customers and make them choose you.
Here are the three steps to selling that have supercharged my success:
1. Make sure your clients are clear on the result they desire
Are you a personal trainer selling a weight loss solution? Your first step is to actually get your clients to articulate what they are looking for. Do they just want to loose five kilos for health reasons or do they actually want to look like Angelina Jolie in Tomb Raider?
Traditionally sales people are viewed as being able to convince, persuade, handle objections … a very provincial view. Michael Bosworth, in his book ”Customer Centric Selling” says it best:
It’s an old retail adage: driving increased sales from existing customers is easier than acquiring new ones. But when it comes to email marketing, a lot of businesses seem to be missing an opportunity that’s right in front of them.
There a host of things you can focus on to master to improve your sales execution and results, but none more than the need to master time. We all start with 24 hours at the start of the day, and how we use it will determine our success more than anything else. I have never heard a sales person, no matter how good, tell me they have run out skills, but at one point they have all run out of time.
Most business owners are good at pitching clients or reaching out to new customers. It’s the follow-up where they fall down. Why? Because they figure, “If they wanted my product, they’d finish the transaction,” or they worry that, “If I bug them too much, I’ll come off as needy.”