Too many salespeople either fail completely or never really succeed because they think that selling is about them. It isn’t. It’s about customers – and customers only. Here are some ways to improve your sales performance by getting better focused on customers:
n Look for the demons and dreams. In other words, be alert to a customer’s hopes and fears – what they want to gain and what they don’t want to lose. That’s what they care about.
n Keep it simple. Many salespeople lose sales by using jargon and trying to impress customers with their knowledge. Although it takes work, the pros make their sales messages simple, clear and easy to grasp.
n Respond now. Now, not later. Doing it now makes a powerful impression. Others wait until it’s “convenient,” or they “get around to it.”
n Stay in touch. Not only do customers want to hear from you, staying in touch lets them know you care. If you’re emailing, make sure the content is interesting, helpful and useful, and not a sales pitch.
n Blog. Today, it’s all about connecting with customers and prospects. And sharing your experiences, knowledge and ideas is the best way to do it.
n Walk away. You can’t satisfy every customer, no matter what you do. Sure, there are those who push you to see how far they can get – even though it’s never enough. Don’t take the bait; it’s time to walk away.
n Be accurate. Exaggerate or misrepresent at your peril. There’s no place to hide; sooner or later customers figure it out and that’s the end.
n Follow through. Here’s how one man described a late colleague: “There was a level of trust with Frank because he was a follow-through individual.” That’s what you want them to say about you.
The ways to improve your sales performance aren’t complicated. It’s all quite simple: Get focused on the customer. •
John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.
