Here are some tips for maximizing your sales.
What would most business owners or managers do if when they approached a potential customer with their product or service and instead of saying, “Why should I buy that, and why from your business,” you heard, “This is great! Where do I sign?” What most people don’t realize is that there is only one small difference between these very different responses: Perspective.
The first response is what business people get when they try to sell a product or service to their customers when their approach centers on themselves. The second response is what business people get when they try to sell a product or service to their customers when they keep the wants and needs of that customer uppermost in their minds and center their sales pitch around that point of view.
The Customer’s Perspective
Most customers can’t avoid being concerned about making purchases. They can never tell when what they are buying turns out to be less than what was promised to them when they bought it. In the case of most business transactions, customers know that they will never be able to fully count on what they are buying until after they have bought it. On the other hand, business owners and managers can change their customer’s attitude by focusing on a few important items, including:
* Price. Price is a good way to make a product or service clearly different from others. This does not, however, necessarily mean cheaper. Even a higher priced product can stand apart as meaning higher quality, but it has to keep that promise once the customer has made his purchase.
If instead a business is selling a service, it should be “productized” by making it something more tangible that the customer can see. For example, a business that sells plumbing services should instead sell a “finished product” as it appears in sample homes or businesses so that the customer can see what the business has provided to another customer. This makes proof of the quality of the service visible to the new customer.
* Sell a Package. Whether a business sells products or services, they should be sold as complete packages. Without doing this, a business leaves money on the table that the customer would probably gladly have paid if offered. An example of this is when a product or service is offered for sale along with a service agreement or a kind of guarantee, especially if that addition turns out to be a good value to the customer This value added might include:
- A reminder call for service or a replacement.
- A loaner of a product while the original is being serviced.
Selling Tips for Small Business
Everybody loves a bargain. Whether a business sells a better product or service or not, offering a customer is a virtual guarantee of getting their business more often in the future. This is a good way for a business to tell their customers, “We value your business and we want to make sure you are well treated. You’re special.”
A good example of this might be a marketing consultant who offers his client additional services for free, such as that of a copywriter, a graphic designer, or a website developer at little or no charge. A business owner might offer his new customers or clients a “business startup package” that gives all of these special services at a lower than normal price.
Listen to the Customer
An important approach to getting a customer’s business, whether someone is offering a product or service is to simply listen to the customer when they describe their needs and wants. To most people, this might go without saying, but the truth is that it is advice that is often not taken. Customers come to a business with a need. Once they tell an owner or manager what it is could there be any arguments when they offer to fill that need?
If all of these tips have one common theme it is this: they are all a method of delivering value to a customer. It doesn’t matter whether a business offers products or services to the public, when the buyer feels that they are being sold something that is of greater value than what they had to pay, a business will have a customer for life.