Let me share with you an interesting fact: People like to be sold to. Before you give me a look of disbelief, let me add in the disclaimer, “Everyone likes to be sold well”.
Today's clients, just about had it with salespeople. The last thing they want to do is to deal with salespeople.
Before you tug out the tie around your neck, let me reiterate, “Client’s do not want to deal with salespeople, they want to deal with experts.” They want to work with someone who will be their expert, advisor and provide resource. They want someone who can save them time and make their life easier; because if there's one thing not a single one of your clients wants to do: they DO NOT want to be an expert on what it is that you do. That is the reason why you are hired to do the job.
Companies are finding it harder and harder to raise prices. More and more salespeople find themselves trying to compete on price. We have all learnt in our Marketing 101, companies either adopt a pricing or differentiation strategy. Yet, in today's competitive marketplace, what does differentiation mean to a salesperson? The best way to get off that “price- slashing” territory, is simply to create and deliver so much extra value to your clients, that you become indispensable to them, regardless of price.If you look forward to setting yourself up as an indispensable one- stop portal and expert, here are the two things you have to get cracking.
1. One- stop portal: Be the point person for your client
Rather than asking your clients to navigate their way through the customer service jungle or bureaucratic maze, you should be the only person a client should ever have to speak to. Put yourself in your client’s shoes and think through why will they ever engage your service or use your product? Usually, it is the benefit of convenience. Customers do not want to handle their problems alone. They do not want to speak to different people each time and repeat their story all over again. Be that one- stop portal for your client. Make sure your client calls you, tell you the problem, you get it solved and update him. Can someone put a price tag on this convenience? How much do you think it is worth? Answer: Priceless.2. Expert: Adapt your product or service to the client’s business.
A salesperson sells "stuffs" and “functions”. An expert has the knowledge of his product or service at his fingertip, while going a notch higher by selling “solutions” and “value”. Learn the client’s business well, run through your client’s processes and figure their purpose in using you. Too few salespersons go the extra mile to truly understand their client's needs. What is the result? They end up selling a product that is a force fit with the customer and that probably ends up as a once- off sale. Yet, a true salesman knows the lifeline of sales lies in referrals and repeat customers. Be a value- enhancing expert who adapts the content of your product or service, to your client’s business.
The next time you sell something, make sure the client has no choice but to keep coming back for more. Do you think it is harder to find someone who sells "stuff," or someone who will consistently fill your needs? Remember, your end- goal is not a transaction. Your end goal is to develop a long- term relationship with your client. Make sure you aid you clients' businesses to grow. The more profitable they are, the more money they have to buy your product or services! Imagine how much your clients will adore you if their businesses grow because of your advice and input.
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