To be effective in selling or business in general, we must deal
effectively with these three areas as they relate to our customers'
Your profitability and long-term viability in selling or business
will be impacted to the degree that you work with your clients or
customers to effect these diverse areas or concerns,. Each area
has its 'unique' focus and resulting ‘profit’
If we help people with their pain - will they need us when it is
gone? Helping them gain offers a bit more opportunity to serve and
build. But, if you can work with them through their pain, help them
gain in the process, and then take them through to helping them
grow and sustain growth you will be a major part of their team for
years to come. Repeat buyers are built on this premise.
They will deal with you time and time again, if you help them see
and receive the value you provide. How do you currently sell in
relation to these three areas?
When all is said and done, there are essentially THREE
productive ways to increase your selling results or business:
• Increase the number of clients you attract and retain to
deal with you
• Increase the average size of the sale for each client
• Increase the frequency or number of times each client returns
Look for ways to attract more clients in the services and product
mix you offer. Thinking
Beyond The First Sale
(coming Spring 2007) outlines 51 reasons why people buy for
some hints on where you might increase your ability to attract and
connect with your potential clients. SST Subscribers can
find an excerpt with these 51 reasons in our 'members only' vault.
Condition your mind to look for break-through ideas and creative
solutions. Investigate other industries, look at their success stories
and best practices and see if they hold a secret that you can transfer
to yours. (i.e.: Fed-Ex simply copied the central distribution
system used by the banking system for courier delivery. Fred did
ok with this transplanted break-through!) Jack Welsh of GE
did this alot as did Sam Walton of Wal-Mart.
Jay suggests we should look for break through or transferable ideas
in marketing, innovation, creative, operations, sourcing, technology,
systems, process, selling, financing, product mix, service list,
How about looking for ways to add-on or cross-sell?
Adding on helps move the client to a larger or
superior product, package, or service. It is based on really ‘understanding’
the intended use and realizing the basic product or service will
fail to meet the real needs of your client. If so, you are doing
the client a disservice by allowing them to buy something that will
not meet their needs. Additionally, you are building in a possible
unsatisfied result, which will impact your repeat sales potential.
The selling professional works with their client to ensure they
get what they need and that it satisfies them.
Cross selling introduces your client to additional
products or service. Offer them alternatives that perform better
and are in their best interest. Telus does this well with bundling:
Voice mail, call waiting, auto call back, 2nd line, autodial, calling
cards, caller ID, 3rd line for security, 4th line for fax, cable
and computer information delivery systems. Some companies have affiliates
or special warranty or insurance programs.
Test market your offerings, product mix and services offered.
Experiment with your Website, advertising, promotional materials,
selling and direct mail letters, live sales presentations and in
store demos, guarantees, USP’s, pricing points, volume purchase
and discounts, or financing. Nothing is sacred!
Keep refining and tuning until you find something that is effective;
and then continue to update it to keep it fresh and relevant to
the changing market place and evolving client needs.
Look for ways to form strategic alliances or co-op
with those companies or non-competitive sales reps who are already
dealing with the people you would like to attract. Those companies
or reps who have already earned their trust and respect.
If you offer complimentary, non-competitive services or products
that assist them in better serving their clients, you will find
a more favourable response. Look for opportunities to offer this
kind of connection to people who want to deal with your clients,
and who offer something you don’t offer or are unable to do
so profitably at this moment.