One of the most effective ways to be a successful salesperson is to use a client-centered approach to sales. That means tailoring your sales presentation to suit the personality and specific needs of the client. Often salespeople aren’t as successful as they could be because they use the same canned presentation with all their clients. They don’t make adjustments to their spiel or the manner in which they present the information based on the client to whom they are trying to sell the product or service. This can turn off the client and make them lose the sale.
Be Client Centered
One of the most effective ways to be successful in sales is to be client-centered or client-focused. That means paying attention to the needs and wants of the client and what it takes to make them feel comfortable. Some salespeople attempt to bombard prospects with facts and figure in an attempt to close the sale. But not all prospects respond positively to this type of presentation. While one prospect may make a purchase after hearing a speech about the benefits of a product or service, others prefer to ask question and have the sales staff answer them before they’re willing to buy.
Consult With the Client
Often the most effective sales technique is to ask the client questions about what they need and show them how the product or service you’re offering meets those needs. This process is sometimes referred to as using consultative skills. Zig Ziglar, a very successful salesman pointed out in one of his books that if after consulting with the potential client it become evident they do not really need what you have to offer, the wise move is to tell them so. While this may not help you to close that sale, it improves your credibility in the prospect’s eyes and may move them to give you leads to people that do need what you’re selling.
The Right Mindset
In order to be successful in sales, people need a customer service mindset. They must concentrate their time, talent, energy, and creativity on finding ways to serve the customer. In business, it’s all about the customer. Without them everything comes to a screeching halt. People can create all the fantastic products and services they want, if the customers do not want them the business will fail. The same is true in healthcare. When doctors have a client-centered practice where the needs of the patient (customer) are paramount, those medical facilities tend to be wildly successful.
The Service Approach
In too many businesses today customer service is non-existent. Salespeople act like they are doing the customer a favor by taking the time to answer their questions or address their concerns. They fail to realize that without customers they would be unemployed. These days service has become a bad word. People in sales often fail to recognize or acknowledge that sales is a service industry. The salesperson is there to serve the needs of the customer. When sales people embrace the service approach method their income will begin to increase exponentially.
The sales process begins the moment the customer walks into the business. Sales people must know how to approach a client. The first interaction sets the tone and can lead to either success or failure. Salespeople should approach customers with a smile and ask them if they need help. Once the customer says what they need, the sales staff should follow up with questions designed to elicit a clearer picture of what it will take to satisfy the customer. They should then guide the customer towards the product they inquired about. The entire exchange should be warm, open, welcoming, and informative. Approaching customers with a smile and a genuine willingness to help makes them comfortable and often leads to sales.
Observe the Customer
One of the keys to a successful sales presentation is to understand the customer. Whether you are a real estate agent or work in retail sales, it is essential to observe the customer before beginning your sales presentation. You can use DISC Style Analysis or any other type of behavioral observations to get a sense of who this customer is and what is the best approach to use with them. Used in combination with a customer service mindset, carefully observing the customer and tailoring your sales presentation to match their behavior increases your chances for success.
There are a number of factors that help to decide whether a customer will buy from a salesman. They include the attitude, personality, and approach of the salesperson. The behavioral style of the customer is also vital. Salespeople that are able to adjust their approach to match the behavioral style of customers can significantly improve their chances of making the sale.
Author: With many years of experience in marketing communication and strategic planning, Sally Smith began her career as a class consultant for the training center for sales & business development and now works for National Real Estate Learning, a company which offers real estate training courses online.