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Inside Track to Selling Effectiveness
Written by Drew Stevens PhD |
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Seek methods to become more competitive and which offer differentiation. Review these tools to help you overcome your hurdles to sell more effectively. Customer Service Eighty percent of most organizations believe they deliver exemplary customer service. Ironically, less then twenty percent do. According to research by consultancy Bain and Company, only eight percent of companies really deliver on customer service. In fact, U.S. corporations lose half their customers every five years. Loyal customers become adjuncts to the marketing department. Make certain your business invests in programs that promote customer loyalty. Competitive Intelligence Customers no longer desire focus on product; they want to understand results. Most important, results are only part of the equation and clients seek value from a trusted partner. Understandably, associations build over time, clients desire trust and respect, and such tools are gained by understanding client issues. The only method to augment this issue is the creation of a client-competitive intelligence program. Use investigative tools that promote the client’s organizational comprehension, industry knowledge, and even competitive trends and pressures. A sincere understanding of client issues assists in promoting a strong relationship. Morale Many organizations hire for behavior and not skill. Selling is a skill and some of it is not teachable. Selling professionals must be gregarious, curious, and aggressive. Selling professionals must have passion for the product, the industry, and the customer. Morale or lack of is a huge obstacle with customer relationships, if conviction and energy are void. Relationship The only differentiation from competitive forces is the relationships with clients. In addition to using some of the tools above, it is imperative to remain in contact with clients consistently. Connect with all of your clients (large and small) at least once per month or per quarter. Your avoidance only provides an opportunity for your competitor to have a similar discussion. Closing Remember this: always be closing! Ask questions, make presumptions, engage with clients; however, always seek to ask the question. When they get to the closing stage many professionals become bashful. If you want business you must ask for it. If you do not, your competition will. The hardest part of change is change. If you seek new methods to assist your selling success, you must change. If you seek better or different results, you must change. Moreover, if you want new methods to aid your success, use some of these methods, create some change, and become more effective. © 2008. Drew J. Stevens. All rights reserved. |
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