Running a business is simple in comparison to selling. You started your small business to provide a superior product or service, not to become a salesperson. Nonetheless, you must develop fundamental sales skills or risk losing business due to a lack of clients! Here are ten tips to assist you in converting those leads into sales.
Define the customer benefits. You’ve identified their source of pain; now you must devise a remedy by responding to their question, “What’s in it for me?” For example, if you work as a pet sitter, you “allow a couple to enjoy their honeymoon in Hawaii without feeling guilty about leaving their pet.”
Before you present, ensure that you are qualified. To be sure, you are aware of their anguish and are capable of alleviating it. You now need to determine whether the individual on the other end of the phone or email query is likely to make a purchase from you. Take the time up front to ensure that this is a viable option for you. When qualifying a prospect, you want to know the following:
1.Is this individual the decision maker?
2.Does this individual have a genuine need for the product I’m selling?
3.Does this individual have the financial means to purchase my product or service?
4.When would this individual like to begin utilizing my product or service?
Ensure that you only sell to the decision maker. Regardless of how well your product or service solves a client’s problem, or how beautifully you articulate that benefit, if you are selling to someone who lacks the authority to purchase your product or service, you are wasting your time.
It all comes down to the relationship! Each interaction you have with a prospective client either strengthens or undermines their trust in you. As Henry Ward Beecher famously stated, “Maintain a higher standard for yourself than anyone else expects of you. Never make an excuse for yourself.” This is an excellent mantra to live by for anyone involved in the sales process. Trust takes time to develop and is extremely easy to destroy. Assure that every aspect of your relationship with the prospect meets your highest expectations.
Preparation: Are you sure you understand what you want the customer to do at each stage of the process? Establish goals for each stage of the sales process, as well as for the month, quarter, and year. Create an outline and script to guide you through the process of converting an inquiry to a sale. Customize your outlines and scripts for each customer. There is no such thing as a single-size that suits everyone.
Inquiries and objections are an expected part of the sales process. Compile a list of all possible questions and objections during your preparation. Now devote some time to compiling a list of possible responses. Your responses should reintroduce additional questions designed to elicit additional information about your customer’s pain.
The price issue. The first question they may ask is, “How much does it cost?” Avoid equivocation; directly answer their question with something like, “depending on the service plan you choose, our rates range from 0 to 10, and I’d like to spend a few minutes determining which plan is best for you.” They will continue the conversation if they are comfortable with your price range. Bear in mind that part of qualifying is determining whether your prospective customer has the financial means to purchase from you.
Make it simple for customers to purchase from you. Have you ever encountered this? You discover a fantastic product on a website or in a store and are ready, willing, and able to purchase, only to discover that a) you can’t find the “purchase now” button on the site, b) they need to confirm that the item is still in stock, or c) the clerk is on the phone? You may wait, depending on your mood and available time, but more than likely you will leave without making your purchase. Is it a cinch for your customers to purchase your product for the first time? Do everything in your power to make it easier for them to return!
Solicit Feedback. No matter how skilled you become at sales, you must maintain your ‘edge.’ Inquire about what you do well, what your customers wish you did, and why potential customers chose not to purchase from you. Utilize what you’ve learned during the planning and goal-setting process.
Have some fun. Owning a business should be enjoyable. You’ve devoted your career to a cause you believe in. Allow your personality to shine through and make an effort to include your customers and associates in your enjoyment!
Sales does not have to be one of the most dreaded aspects of running a business. It’s the most effective way to monitor your revenue growth. Evaluate your current sales process and incorporate any missing tips to see your sales success increase.