Marketing and sales play a vital role in any business. Even after years of trying to gain skills and experience in a particular profession, you can not miss the sale! In particular, sales should not be taken for granted. Product sales are not always involved; Sometimes you need to be able to find a buyer for yourself (or your service) as a lawyer, programmer or advertising consultant. Read this post to see how we can increase face-to-face sales.
It is human nature not to react appropriately to threatening situations; This reaction comes from the unconscious parts of the brain. In the past and in the process of human evolution, sometimes ignoring threats meant death. Today, although such threats are rare, we often subconsciously avoid situations that damage our credibility, reputation, and success. We then use the conscious and logical parts of our brain to find logical reasons for our behavior. People spend years progressing and gaining expertise to get the job done the best they can, but business development is not a definite process and therefore seems threatening. So we need to find ways to get more sales into our business. One of the best ways is to check sales; What it means to be a sales professional (and what does not count as sales).
In a world where businesses are looking to build long-term, trustworthy relationships with their customers, training regular salespeople will not work. Experience has shown that business development is not about “selling” to others but about encouraging others to “buy from us”. In this way, the seller must be honest and trustworthy and from the beginning, consider sales as a process to provide value to the customer. Join us to learn how to achieve this goal.
Why do people buy?
People make purchases based on their personal and organizational wants and needs. This includes real information and data that are easily transferable, as well as perceptions and insights that are less tangible and later revealed.
The decision to buy is largely influenced by the inner workings of individuals and factors such as personality, past experience, self-confidence and ambition. A closer look reveals these differences in our customers (and even ourselves), differences that may encourage customers to work with us. To sell successfully, we must accept this fact; They are not stupid customers, but they have not yet realized the value of what we offer them, so we must find a way to show them our value.
How do we create value and be “easy to buy” at the same time? Take the following steps.
We must first quickly and confidently identify and establish our position in a language that our audience understands. Many of us have probably experienced introductory sessions where the speaker talks about himself or his company all the time. Many believe that “the customer must be aware of our experience and knowledge in order to work with us.” But the truth is that if the customer does not have relative confidence in our abilities, he will not enter into a conversation with us at all! So what is important for them is to make sure that we can work with them. The worst thing in such a situation is to say things that no one listens to. Do not do this and “create value” from the beginning.
To prove this, we must show that we and the customer have a common world and reveal the benefits of working with us. Consider the following example:
I work for a large and reputable law firm. Our company has more than 15 years of experience. We have branches in 17 provinces. My specialty is labor law. So I can both help employees and advise employers.
We are a law firm with branches in most major cities. Our focus is on providing services to small and medium-sized companies that seek to develop and resolve legal and managerial problems in this direction. As an expert in labor law, I help companies define and define human resource strategies correctly from the beginning.
Determine customer demand
Then we have to spend the most time to determine the wants and needs of our customers in full detail. Although it is easier to work with a homogeneous organization as a customer, our real customers are individuals and you should know that the inner workings of individuals have a significant impact on their purchasing decision. Therefore, in order to make an attractive and credible proposal, we need to know as much as we can about the inner workings of individuals.
Three seemingly simple skills are needed to make a successful sale. I say “seemingly” simple because most of us think our work is meaningless, while these skills require a lot of practice and commitment. These skills include:
- To ask;
How to ask good questions?
Don’t just focus on open-ended questions. The question must be answered with yes or no. People answer such questions easily and quickly. Of course, asking open-ended questions gives us more information, but it is not easy; All you have to do is listen to a trained radio announcer to understand what a difficult task he is doing. Monitor your co-workers for a while; How many of them really ask the right open-ended questions?
Do not forget the insides. Most of us have a laid back attitude when it comes to painting a picture about ourselves. The only way to know these elements is to ask. Remember the four “chs” and the two “cuffs”: why, how, what, who, when and where. Be like children in getting information. Children want to know “why” and “how” openly and constantly! While we usually spend a lot of time on personal examinations and thinking about the next clever question. Do not push and ask open-ended questions to show that you are eager to learn more about your customer world. The easiest way is to start a conversation with one of the four “chs” or two “cuffs”.
I recommend another good method. Do you know what TED is from? “Tell me about”, “Explain”, “Describe”. Consider these three when choosing your questions.
Closed-ended questions should be limited to clarifying specific points or ending a conversation if necessary.
At this stage, we can create a lot of value for the customer by asking intelligent and introspective questions. The basis of this work is the ability to ask questions that lead to self-knowledge. In any business, the goal should be to get the customer to say, “What a good question!” In this way, we help the customer, as well as ourselves, discover the real and meaningful needs that “we” can meet.
Do not forget to be honest. Questions that are completely in line with your goals and customer engagement can be easily identified. Be honest and want to know the real customer response.
What to do after asking the right questions?
As long as you do not show the customer how much you care about him, it does not matter how expert you are!
You may find in the middle of a conversation that the other person is not listening to you. Such a situation is annoying and, at worst, humiliating. Today, science has proven that multiplicity is nothing more than a myth. We cannot do more than one task consciously at a time. So to listen well, you have to focus only on listening. When we think we are doing several things at the same time (for example, both driving and listening), we are actually doing one of these processes unconsciously and mechanically, and we do not need to consciously think about the process (even if it is necessary ). If we are listening properly, our whole mind and body must be involved. It takes effort and focus, and it brings amazing results. Just try.
But how does the customer know we are really listening?
At this point we need to acknowledge that we understand the customer’s wants and needs and agree that we have a clear understanding of the whole story. Acknowledgments and knowledge have two outputs: first, it shows that we have really listened to the customer, and second, it allows the customer to correct possible mistakes and misconceptions. This will often increase your insights and provide valuable information.
Only after this stage can we explore the proposed methods and solutions that are acceptable to both parties and pursue a positive response.
The major problem that many professions face is how to respond to customer mistakes. In such a situation, if we want to create value for the customer, we can not act on the customer’s thoughts and desires.
If we say “no” bluntly, they feel threatened because people usually do not like to hear that they are wrong! We need to ask, listen, and understand enough to build a strong relationship; Then we can guide them to change their minds and desires.
Exploration and agreement take time and may take several sessions. Pressuring the customer for more speed does not work well, but if our sales are effective and focused on the customer’s needs and wants, we will have a better chance of getting their agreement to work together.
Well, so far we have spent a lot of time discovering the insides of our customers. It is quite clear that we must now use our findings to present our proposed solution. The essence of sales is to find what motivates and motivates the customer (which is not necessarily what we think is important) and then to deliver. Let me give you a simple example. Consider gifts that a friend and acquaintance will bring you; How many of them do you not like, even though they are expensive and stylish ?! We must resist the urge to present what we love. The goal is to provide what our customers really want. Whenever you come across the phrase “I know it may not matter much but…”, do not continue! We just have to present what we know we want from the customer’s inner workings, and we have to present it the way he or she likes it.
The last step is to get a positive response and attract customer commitment. Sometimes inexperienced people think that there is a secret shortcut that they have not yet learned, such as the techniques of concluding a contract easily! There is no such thing. In addition, if we are looking to use contracting techniques, we are following the same path as regular sellers.
If we follow all the above steps, we will have no problem in making a commitment because our customer believes we understand him and he respects us; We also have sufficient knowledge of our customers’ insights in the way of establishing the proposed solution. The best commitment from the customer is to agree to the action. The action can be an agreement for another appointment, a discussion session or even a purchase from us.
Sales, especially the sale of professional services, have nothing to do with the appearance of a seemingly attractive and professional professional. To sell successfully, you must be original and professional and not seek to play the customer. You need to create added value in every interaction so that the customer trusts you and believes that you have made their goals and aspirations your top priority and is eager to work with you.
Retrieved from: thepacepartners