The sale is an increasingly complex activity. Not in vain the client is more professional, better informed, less accessible and much more skeptical and rigorous. This article proposes a Decalogue that helps to carry out sales actions more effectively.
The sale is a more complex activity every day the client is more professional, better informed, less accessible and much more skeptical and rigorous. In addition, the market is characterized by constant innovation, shorter product life cycles, reduced margins and aggressive competition.
In these circumstances, the professionalism and good work of the sellers are essential tools in the company’s profit and loss account; although its work is every day more demanding. It is therefore appropriate to prepare them adequately and to define guidelines for action.
When dealing with a customer, the seller does not have much time to develop their tactics, therefore, we propose 10 tips that can help to make the sales actions more effectively:
- Be accessible. Not only when the seller is interested in contacting the customer, but when the customer wants to contact him. We must make sure customers have a quick and direct access to talk to us.
- Do not waste customer time. Time is a scarce resource and much appreciated by all. Losing customer’s time is like raising the price of products or services. Unnecessary calls, visits and excessive “paperwork” should be quickly eliminated.
- Demonstrate security. During the act of sale, the client expects to deal with a safe and trustworthy salesman, who blindly believes in what he is saying and shows commitment to his words, especially at the time of closing the sale.
- Focus on the benefits of the product. From the beginning of the conversation, the good salesperson must focus on the main qualities of the product or service in question, asking the customer what the benefits and advantages are relevant to him. These are the ones that will ultimately make the potential buyer decide; therefore, success lies in highlighting from what the customer tells us, our strengths, added values and competitive advantages over other products.
- All customers are important. It is a mistake to think that only large accounts deserve all our attention and effort. Even the smallest client plays an important role for the company; Regardless of what a customer may report financially, their dissatisfaction can produce problems more worrying than the mere loss of their turnover.
- Face the problems. Providing guarantees to customers, being present when difficulties arise, and getting the customer to perceive that we want to listen to them and do everything possible to resolve them, reaffirms the safety of these in the seller and creates a stronger and lasting relationship.
- Encourage fidelity. According to the studies, a 5% decrease in customer leakage could lead to an increase in profits of up to 85%, depending on the company’s activity. That is, it is more profitable for companies to know how to keep current customers than to look for new ones. In addition, loyal customers to a brand are less price sensitive, consume more product and can attract new customers for free.
- Give something else. Offering more than competitors is something that customers always value positively; But if, in addition, it is new, different and relevant to the customer, better than better. Creativity in this sense is important. Periodically offering something new to customers helps keep your illusion alive and enhances mutual relationships.
- Take care of the network of contacts. Friends, collaborators, clients, suppliers, colleagues, etc., can be an important source of business. Creating a good relationship with all of them, listening to them, trying to help them and gaining their professional and personal confidence, is essential both in the workplace and in the staff.
- Honesty and ethics must be present in all actions. This is the only way to build trust and be a good professional. It is a way of showing the customer that we want a lasting relationship with him. It is preferable to lose a client that jeopardizes our credibility.