Is your sales process backfiring on you these days? Are you still taking the “traditional” approach to selling your products? That is, telling your customer whatever they want to hear? Or, telling your customer whatever they want to believe? And, this is exactly why customers hate dealing with sales people. They feel they’ve been “conned” into believing something that isn’t there.
“Selling” and “making the sale” are total polar opposites. Making the sale is a process … not an event when the customer signs the purchase order. And many times, the process is a long drawn out one and not a quick signature on the purchase order.
Many sales people don’t have a clue who they should target. The task should be to clearly identify to whom you would like to do business. Selling to people who have no need for your products or services doesn’t even make sense. But, some sales people will continue cold calling every phone number they can get their hands on, and to no avail.
You need to cultivate a relationship with your customers (existing and potential). Don’t just be interested in what did they buy this week. Think about the potential for sales a year from now. I spoke to a sales rep recently who had sold two high-priced instruments to a customer he had been doing business with for years. Even though this customer had not made a purchase in years, she was now at a company who had budget for his products. It was almost a slam dunk sales process because he had spent over eight years cultivating the relationship. When the opportunity came, the customer called him and no other companies.
Look at the purchase order not as a “sale” but as the customer’s commitment and loyalty to your company and its products. Be seen as a partner rather than a sales person. Your customer will develop a sense that you are an indispensable part of their decision-making process. People are looking for expertise these days so expand your knowledge base about your products so that you represent yourself as the reigning expert in your field.
So, stop selling and start making sales.
