Listen to your customers when making proposals
What is your plan when speaking with a client about a sale? The less successful salesman has no plan on listening to the client and is only motivated the sell the most expensive item or service so that the salesman can make the largest commission. The more successful salesman has a number of options to discuss with the client already prepared but is more focused on listening to the customer to see what he or she wants/needs.
Here is a good example. An IT vendor is meeting with a client who has been using an ancient server that is probably worthless at this point. While the network is slow, the job gets done. That face alone communicates two things: the client does not have extensive IT needs and the client does not want to invest in an expensive IT products and services. However, if the vendor didn’t pick up on that, its hard to misunderstand the client when he specifically says that the store’s IT needs are basic and the budget is tight.
So the IT vendor listened to that and came up with a budget friendly solution right? Wrong! The IT vendor submitted a proposal that included top of the line products that was not only expensive but was way more advanced that the store would ever hope to need. As a result, the reputation of the IT vendor suffered and the sale may be lost.
The other problem with the IT vendor’s proposal is that they did not include any options for the store. They were set on selling only one configuration. A more powerful proposal would have included three options with three different price levels. Instead of just sending in the proposal, it should have been explained to the store in person or, if there is no other choice, but phone. The vendor should say here are your options and based upon what you indicated and my analysis if your needs, I recommend going with option 2 because…
Now, the store feels like they have a partner with the vendor who is working for them and not just trying to score a big sale. A relationship is started or strengthened and the store will look to the vendor for advice on other products in the future as the vendor is now viewed as a trusted source.
I’m sure you’ve been sold before and I’m sure you hate it. So, why would you think that everyone else will be ok if you just sell them. Next time, try listening and then when you make your pitch, highlight the fact that you listened and that your recommendation is based upon their own words.
