Communicating to Sell

Communicating to Sell 150 150 Pedrotti's Ranch

Communication and sales go hand in hand.  Selling a product or service requires a proper plan to specifically communicate the reasons that the product meets the needs of the consumer. If you can effectively illustrate the need for your product or service – more times than not, your communication (or sales pitch) will lead a customer to buy what you are selling.

Here are a few tips to help communicate to obtain the sale:

  • It is not about your product, but listening to the customer’s needs: Listen to what the customer is saying and also what they are not saying. Reflect on what they say to show that you were truly listening to their needs and desires. Don’t sell just to sell – but to provide an answer for the consumer. A potential customer may not always need to buy what you are selling. In these instances, don’t force it. Listen to them to decipher if your product or service can assist them in finding a solution for their need.
  • It is not about eye contact, but personal space: Although eye contact is important, body movement and space is often overlooked. By using gestures and movement, you keep the attention of the customer without having a stare-down. Be aware of your surroundings and the distance between you and the customer. With distance make sure you are in a personable distance without popping anyone’s bubble. (For all of you Seinfeld fans – keep the “buffer zone” in mind.)
  • Establish two things with your customer – credibility and trust: Credibility should be the first attribute you strive for in your product or service. By demonstrating that the customer’s problem or need can be solved by your product you are showcasing credibility. This, in turn, leads to the customer trusting you because of your product or service.
  • Understand how the customer makes decisions: By listening to your customer, you can better understand their decision-making process. This allows you to understand whether they want the facts and statistics, purchase comparisons or visual representations of the product or service. Each customer or client has unique desires.

Foe to Fan

Foe to Fan 150 150 Pedrotti's Ranch

With a constant changing of wants and needs, 100 percent customer satisfaction is something that is incredibly hard to accomplish. There is always something a customer can find wrong with a prodcut or service. It is in our mindset as humans to always pick out the imperfections. We are constantly on the lookout to report things that are going wrong – rather than right.

Do not let this fact deter you or your employees from trying to make a foe into a fan of your company – and doing everything in your power to master the art of brilliant customer service.

Customers are commonly dissatisfied not specifically with price or product, but by a past experience that has given them a reason to nitpick. Many “difficult” customers become that way because of previous occurrences, which may not have even been your company’s fault to begin with. However, we do know that whether it was your fault or not, they will find a place for the blame. Here are a few tips to better help you turn that foe into a fan:

Take Charge of the Situation – It is easy to get trapped when a customer has complaints, but take a deep breath and stay calm. When customers find reasons to complain, this is a sign that they want and need to be heard. If you stay calm and let them voice themselves, they will respect that you took the time to listen and address any  issues – and that you remained composed throughout the process. Give them a reason to cheer rather than jeer. Make them a fan.

Importance – Every customer wants to be tended to and know they are important – because after all, they are important. Following up with customers who feel they have been wronged is a professional and effective way to turn that befuddled customer into a happy customer. There are a number of companies and services who do not make their customers and clients feel important. Dare to be different and cater to the importance of each consumer. They are the essence of your company’s well-being.

Give More to Get More – Giving a customer more than they paid for is often a good strategy to transition a one-time customer into repeat customer and cheerleaders for your company. Customers are accustomed to getting what they paid for, so if you give them more than what they paid for you will see a world of difference in the customers who keep coming back for more.

Making the shift from foe to fan really revolves around the basics of listening and paying attention to the details. Make all the positive difference you can for everyone that walks through your door. You are sure to see those faces coming back for better experiences time and time again.