Why is it that sales people and business owners want to always "sell" to their customers? We have always believed, at The Idea People, that your customers would rather BUY something from you than be sold something.
Think about your own situation. How obvious is it to you when a sales person starts down their list of trial closes? If you're like most business people, you can smell it coming from a mile away! Now think about this: when was the last time you helped a customer buy your product or service? What is the difference between selling and helping a customer buy?
Traditional Selling
Traditional selling is an organized manner where YOU control the customer, pull them down your sales road, answer their objections, and attempt closes on them until they either "close" or "go away unsold". Traditional selling can feel cold, plastic, rehearsed, routine, unwanted, pushy, uncalled for, too much to bear, and downright uncomfortable...mostly by the individual doing the "selling"!
Now let's look at how you can help customers buy services or products from you.
Helping Customers Buy
This method has a more personal, engaging and involving approach but with a dramatic difference...the customer is the STAR of the show...not your sales techniques and sales jargon. The customer takes center stage. Your role is still to offer features and benefits but in a more conversational and non-offensive approach.
Your attention shifts from rehearsed and packaged responses to focusing on the customer's unique situation and their "buying" habits. How do they like to buy? What do they like to see in a product or services that you sell? What is their challenge or problem (pain point) that can be resolved by using your product or service?
Helping customers buy is more about forming a relationship and bond and less about "churning through numbers until the percentages swing in your favor." There is an art to helping your customers buy.
How to Help Your Customers Buy
1. Create a conversational and personal atmosphere when talking with prospects. Take time to get to know their situation. People skills!
2. Make everything about them, the customer. All attention of your product or service features and benefits are turned toward them. What challenge or problem can be solved for them using your product or service?
3. Eliminate your hard trial closes about "what will it take to get you to buy now?" with "Do these features make sense for your unique situation?"
4. Introduce long-term personal, relationship opportunities - training or workshops, service or performance warranties, discounts for referrals, special user groups or customer events, longer-term support and care. Remember, you are creating a new relationship!
5. Beyond solving the customer's problems or pain points, how else can you assist them? This could open up additional service or product ideas.
We think that the new model in B2B and Consumer selling is to "wrap your arms around your customers" and don't let go! Relationships last longer than sales numbers on a wall. Maybe our thinking should evolve in 2011 with a more personal approach to selling. We think so.
