Create
More Sales Opportunities.
The one thing all businesses need
to grow isn't more sales or money - it's more customers. Attract and retain more
customers, and increased sales and profits will follow. To do more business with
more buyers in the future, take a close look at the way you do business with
them now. Change your selling routine to build a customer base that will help
supply you with sales for a long time to come.
Accentuate the positive,
eliminate the negative.
The less you say, "No," "We can't do that" or "I don't
think so" the happier your customers will be. When you tell customers
"No" they may wonder whether you couldn't fulfill their request or
whether you just didn't want to make the effort. Show your customers that you're
committed to their satisfaction by bending over backward for them. Although you
shouldn't promise more than you can really deliver, you should always try to
make your customer's wish your command. Whenever you possibly can, say
"yes" to all of your customers.
Raise your standards.
All customers want to feel they've made a wise decision - that they are doing
business with the best. High standards are one of the best ways to reassure
them. Mediocrity is everywhere - why not dare to be different and show your
customers that they deserve the best? How do you rate on personal appearance and
professionalism? Is everyone always neat and well groomed? Do you return phone
calls promptly and always deliver what you promise? Set high standards for
yourself and your staff in all you do and your customers will take notice.
Keep in touch.
Show your customers that out-of-sight isn't always out-of-mind by giving them a
quick call or dropping them a card - without trying to sell them anything. Have
each salesperson call every customer to find out if they are happy. Have your
salespeople send hand-written Thank You cards. Your customers will be pleasantly
surprised to hear from you when there's no sale in the immediate future.
Be outstanding in your
field.
It's not just what you do that counts, but how much more you do than your
competitors. Never forget that there are lots of other stores and salespeople
out there - and they all want your customer. Make a list of all the things your
company offers that your competition doesn't, and use it to attract more
customers. Make sure every salesperson has the list memorized. Add new products
or services to your list whenever you can. Image counts as well. If you and your
company want to be market leaders, make sure you both look the part so your
customers will recognize you as such.
Generate leads.
Use every opportunity to keep your name in front of your prospects. Newsletters,
press releases, informative seminars and articles written by you for local
publications help label you as an expert in your field. Direct mail campaigns,
advertising and other creative promotions make sure your target market knows who
you are and what you offer. When it comes to exposure, don't sacrifice quality
for quantity - your customers should recognize you as "the company with
that beautifully designed direct mail piece," not "the company
responsible for those annoying radio ads." Be easily accessible to your
customers.
Establish your
expertise.
To attract more customers your target market should recognize your company as a
leader. Design a feedback survey that asks questions about how prospects
perceive your company. Use the answers you get to make changes that position you
and your company as the best in the business. Take responsibility for your own
education and the education of your staff. Make sure everyone does their
homework to maintain a high level of knowledge, then show your customers your
expertise.
Prioritize.
Instead of living completely in the here and now, take a hard look at what
promotes long-term company growth and why. Arrange your priorities accordingly.
Analyze your mission statement and ask yourself how well it reflects you and
your company's goals. If the sale is your top priority for today, you may be in
trouble tomorrow. Make sure you know which selling activities will bring you the
most customers in the long run - and devote most of your time to them.
Closing a big sale is one of
selling's greatest rewards. The salesperson or company that makes it to the top
and stays there, however, knows that customers - not closes - are vital to
long-term consistent success. Sales might bring you profits, financial success,
promotions and the respect of your colleagues, but only customers can bring you
sales. Remember: You'll enjoy a lot more closes if you take the time to
cultivate customers first.
