“Get the sale at any cost.” “Make more calls.” “Tell them what
they want to hear.”
Sales professionals in virtually every industry are under
tremendous pressure to close sales. It is not uncommon for them
to hear comments similar to ones above from their sales manager,
supervisor, or boss. But this approach does not create trust
with customers and does not encourage repeat business or a
lasting relationship.
A more effective approach is to develop a partnering
relationship with your clients. This means working with them to
help them achieve their goals and objectives. Simple in theory,
this strategy requires a completely different approach. Here’s
what I mean.
In the majority of sales meetings, the sales person looks for
ways to position his or her product/service so that the prospect
will buy it. However, a partnering approach means putting your
goals and objective aside. It means focusing 100% of your
attention on your customer. It requires a self-less mindset
because there are situations when the best solution is not
yours. In fact, it may mean telling your customer to contact a
competitor. I experienced this just a few days before writing
this article. A subscriber to my e-zine contacted me about
delivering a particular service. Although I may have been able
to help her, I knew someone who could better meet her
requirements. It was mentally difficult, but I made the decision
to refer her to my competition.
Partnering also means that you provide exceptional follow-up to
ensure that your customer is completely satisfied with their
purchase. This does not mean you make just the obligatory
follow-up call. It means you explore their actual use of your
product and/or service and help them maximize its full
potential.
A client of mine was experiencing less than favorable results
after implementing a new program into their business. We
scheduled a follow-up meeting with the management team, because
as the vendor, I knew that the answers lay in the execution of
the program. During the meeting we explored several ways to
improve their results and one of the solutions required me to
provide additional follow-up. Although I could have charged this
client for my time, I knew that it made good business sense to
absorb the cost of this follow-up because my primary objective
was to help my client achieve the best results possible.
Subsequent meetings indicated that this investment was worth it
as my client began discussing how we could take this initiative
to the next level.
The challenge with this concept is that most sales people want
some form of instant gratification. But this approach does not
offer a direct or immediate payoff for the sales person.
However, from a business perspective, it makes good sense.
It is also important to note that you don’t necessarily have to
give away this additional service. A few sales trainers I know
(including myself) incorporate telephone coaching into their
proposals. They charge for this service but they position it as
a way for the company to improve their results. They demonstrate
how this additional investment will drive more dollars to their
clients’ bottom line. Ultimately, your goal should be helping
your customers and clients improve their business results. Here
are a few points to consider.
1.Focus on their goals and objective instead of your personal
agenda (closing the sale). If necessary, recommend another
supplier or vendor who offers the exact product/service your
client needs. 2.Follow-up. Contact your customer and talk to
them after they have made their purchase. Ask them if they are
getting the desired results. If they aren’t, look for ways to
help them maximize their results. Offer additional support. Give
them extra resources. Help them get the best results possible.
3.Incorporate a systemized process into your sales pitch or
proposals. People will pay for extras providing they see that
value that is brought to their organization. 4.Send information
to your customers on a regular basis without being asked. I like
to send articles that are relevant to my clients on a regular
basis. This demonstrates that I am looking out for their
interests, rather than my own. I prefer to send articles written
by other people, not just the ones I write.
Zig Ziglar once stated, “You can get anything you want in life
if you just help enough other people get what they want.” When
you help your customers achieve their goals and objectives you
become more than a supplier or vendor. You become a preferred
partner. And this will prevent your competition from overtaking
you in the marketplace.
Create a checklist of the additional services you can offer to
your clients to help them achieve their goals. Helping your
customers reach their objectives will help you increase your
profits.
One word of caution…this is a process, not a quick fix. This
strategy does take time to generate a return. However, it is
well worth the investment.
© Copyright 2005 Kelley Robertson, All rights reserved
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