It is more important than ever, in today's fast moving, challenging world, where cynicism is at an all-time high and trust at an all-time low, that you interact with your customers with integrity, transparency and total client focus. It is no longer good enough to try to persuade, convince or push your clients into making buying decisions. See Edelman Trust Barometer
It is crucial that you start to see things from your customer's perspective, NOT yours and NOT your product/service.
Do your research on both your existing customers and prospective customers and identify trigger events or some information or research you can refer to when making contact with them. Let your customers know you understand their business and that you can make a difference to the areas that are important to them.
Decision makers are too busy to spend time with sales people who want to regurgitate product details, they can find this information from your website. YOU have to add value.
You must look at ways you can make a positive difference to your customers and your customers' business. You could send articles, weblinks, information relating to their industry sector etc.
They are not interested in the features and benefits of your product or service, they are only interested in "How you will either solve their problems" or "Enhance their lives".
To do this it is essential to identify your true "Value Proposition" i.e. what your product or service REALLY does. When I provide sales training programmes for business clients, the true value is not in the training programme. The true value is in the impact of the results of the training.
In the past you may have asked yourself the following questions when approaching your customers:
How can I get their business?
What do I need to do to convince them we're best?
How can I get the main decision maker to support my proposal?
What can we do to get them to buy now?
While those questions are still important to ask, in the new sales era they are not the Defining Questions.
To be successful selling your product or service in today's business environment, here's what you need to be constantly asking yourself:
How can I help my customer be more successful?
How can I provide value to my customer?
What can my company do to contribute to my customer's success?
How can I work in partnership with my customers?
You must listen to what your customers/clients struggle with.
Understand their challenges and how it impacts on their business. Then address these struggles and challenges in your marketing material and sales conversations.
You must truly focus on your customer and what you can do for them, not on you, not on your company and not on your product or service.
When you focus on the customer and what you can do for them, you will serve more people who want your product or service over and over again.
They will recommend you to others and this shift in both thinking and ACTIONS will transform your business.
Success to you all.
"Find a Way" and Be the Best You Can Be.