How do you like to be sold? I for one hate the notion of high-pressure salespeople or, as some people say, "Guerilla Sales Tactics." Instead, I like when the salesperson takes the time to understand me, my likes, my concerns, my challenges – it's called engagement.
Regardless of your gender or age, I believe most people would rather engage and build trust with a person or organization than have the process rammed down their throat. Here’s a good example. I love Nordstrom’s – the way I'm greeted, treated and otherwise dealt with. It’s an amazing customer experience. On my last visit, my contact in the men’s department greeted me and asked how I was doing and offered me a seat. As he continued the conversation, he asked if there been any changes to my weight or fashion taste – had anything I seen in any magazines struck me as something I wanted to review. He took time to listen to my concerns and answer my questions. After all of my questions were answered, he asked me to please stay seated and he would bring me garments to look at. One by one he brought over various selections, asked my opinion and answered all of my questions and addressed all of my concerns. He engaged with me.
Appealing and Engaging Website Design
Take a moment to look around the web and compare your website against your competition's. Does it shout "buy me, buy me?" Last year I had the pleasure of speaking at PPPC and during some down time I listened to a panel discussion where one of the panelists described her web presence and what they did to make a difference with clients and prospects. She mentioned that they purposely did NOT have a search engine on the site; her goal was to have prospects and clients see them as consultants and not product pushers. Her site was laden with creative case histories, testimonials, valuable marketing tips, etc. It was different than the majority of her competitors and it worked!
When creating a presence on the web, make sure you do your research on best color selection, flow and ease of navigating the site. Look at other sites that engage you and avoid the cheap cookie cutter look, taking the time to do your proper due diligence will pay off. Remember, with every touch point you’re selling.
Engaging and Active Social Media
"You're always selling' is one of those sayings you often hear and like your web presence your social presence is equally important. In fact, it may be most important. Clients and prospects are looking at your social site FIRST to see what it is you do, who you’re connected with and why they should do business with you. Having a strong social presence is important but, more importantly actively engaging in that process is essential.
Better Questions Make Better Salespeople
I’m amazed how quickly some salespeople swoop in for the kill in an attempt to close the deal. In the 1980s that may have been the tact of the day. But times have changed. My Nordstrom’s rep reminds me of that each time I go to buy clothes.
I recall a TV commercial from about 10 years ago from AT&T. Two guys are on treadmills side by side and one looks at the other and says, “Some guy came in today and tried to sell me a phone system…” his friends recanted, “So, what’s the problem?” The first guy responds, “He tried to sell me a solution before he knew my problem.” I find that to be the case far too often in our industry. Take the time to ask GOOD questions to find out your prospect’s problem or goals. This will build trust. And remember, with every touch point you’re selling.
Trust Builds Loyalty – So Be Honest
Not every program, product, supplier is flawless so be honest. It's okay to show your vulnerability – you're human. I remember a case where I had to go to my representative at Gill Studios and humbly admit I had made a grave mistake on an order. It just so happens that I reversed the colors on a bumper strip order, I told him it was imperative that I had these rerun that day and overnighted at MY expense. After listening to me, my rep said, "We can accommodate your request and we will give it to you at EQP – 50% and split the shipping." I explained that perhaps he didn't understand, it was MY FAULT, not his. He said, "I know, but you were honest about it and we want to help!"
I am here to tell you that this experience created a tremendous bond between me and Gill Studios to this day, some 30 years later. Every one of you probably has a similar story and you know what I am talking about. It makes a huge difference and the bond for me is unbreakable.
Develop the Consultative Sales Approach
When you combine the points above you will be engaging prospects and clients in a consultative approach. The consultative approach is a method whereby you give sound advice to a customer rather than just seeking a commission. I always told my sales team, “Focus on the solution for the customer and the money will be there. Clients can read that loud and clear. They know if you’re out for a commission or on a mission to help. Additionally, follow these four steps:
Know your stuff. Take the time to continually educate yourself about the industry and all of its nuances. This goes for what’s new, technology advancements, as well as global issues that can affect your clients - remember, with every touch point you’re selling.
Chill out. Sometimes the sales cycle can take a longer than you’d like. In fact, sales cycles are longer now due to the internet. People have more opportunities to research, explore and learn before they make the call. Be patient and work through the process. Remember, with every touch point you're selling.
Be Clear. How you begin the process with your clients actually sets the tone for the long term. Set dual expectation levels so you can progress smoothly. Remember, with every touch point you're selling.
Tell Stories. Consultative selling can be an enjoyable experience for all involved. Sharing relevant case studies that drive your point home truly help. I have found that sharing stories with clients bring a true realism to your work. Sincere stories that paint a picture that show an outcome work wonders. Remember people like working with winners so tell your story. Remember, with every touch point you're selling.
Combining these subtle points will help you in developing a selling by not selling process. Remember too, that every touch point is an opportunity to sell, it needn't be aggressive or overbearing – subtle sells… and with every touch point you're selling!
Until next month, continued good selling!
Cliff Quicksell, MAS+, has been involved in the promotional marketing industry for over 30 years. He is the recipient of over 25 international sales and marketing awards for innovation, creativity and his contributions to the industry. He can be reached at cliff@quicksellpeaks.com or 301-717-0615.