Solve, don’t sell
A regular conversation I have with clients who struggle with sales is that they are not there to sell, they are there to solve a customer’s/client’s problem.
This is even more important right now with the economy in a slump and less money to go around.
Those businesses that truly understand what problem a customer is trying to solve will continue to sell, no matter what the economy is doing.
Understand their hopes
What does the customer want to achieve by making the buying decision?
If they are looking to join a gym it might be because they want to lose weight, but that might be because they can’t keep up with their kids, or because they have a reach a certain weight before they can have an operation, or their doctor has advised them that their weight is affecting their health. It might be because they have got a wedding coming up or have planned a beach holiday.
Their reason might be more focused on fitness. Perhaps they have an event they want to train for, or just want to be able to walk up a hill without puffing. Or maybe exercise is used as an outlet to improve their mental health – both the physical stimulation and sense of community in a group setting contributing.
Understand their fears
The fear of making the wrong decision can stop people from making a decision at all. Is this the right gym for me? What if the classes are too hard? What if I am so unfit I can’t keep up? What if I can’t keep committing to a 6am class? What if I don’t like the instructors? How will other people there judge me? Where is a safe place to park?
Build hopes and alleviate fears
Now that you understand your customer more, how can you get them excited about achieving their hopes, but at the same time how can you put aside those fears so that buying becomes an easy decision.
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This needs to be built in to both your marketing (bringing a potential customer to you), and in your sales process (turning them into an actual customer and completing the sale).
What messages are you giving, and how are you delivering them? Is it best to be done online, on the telephone, or face to face? What is it about your product or service that fits their requirements so perfectly that the final decision to buy is not a difficult one?
Make sure you are consistent with your message
Is one person responsible for selling, or are other members of the team part of the selling process? In our gym example the trainers during a trial class are part of the process. For trades businesses the tradies visiting the customer are part of the process, either doing the initial quote or finding upsell opportunities. In a retail business the people providing customer service are part of the process.
It is important that all staff understand the company values and standards, and what make you the best choice in your industry, as well as understanding your target customer. That way the whole team can be consistent with their messaging.
Through understanding your customer and focusing on solving their problems, you will find that sales are easier to come by.
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Ann Gibbard - Oxygen8 Consulting
021 682 014