wrong addresses, emails, phone numbers, etc. Whoever your team is calling on, they should have a per- fectly correct client profile for each of them. If the profile is wrong, that customer might as well not exist.” Regardless of the name it goes
by, unifying a company’s sales and marketing efforts means committing to sweating the small stuff as well as the big stuff to make sure everyone has all the up-to-date information they need to secure the sale and keep the customer well informed and well serviced.
“The only way to look global is to ensure that everyone talking to a customer is informed of what others have said,” the expert says. “And that really can only happen if it’s part of the core values of the company.”
SELLING TIP Sell Benefits, Not Price
How do you meet a customer’s budgetary require- ments despite the fact that your product costs more than your competitors’?
While selling medical equipment to radiation on- cology departments whose capital budgets require the bidding process, I use the following strategy to overcome price issues. Instead of directing your attention only toward matching or beating your competitors’ prices, know your customer’s needs. Then, spell out those key
SELLING TIP Follow-up Fundamentals
For customers who keep coming back, be sure buyer education goes beyond your products and services. After the sale, tell your new customers everything they need to know to make their post-sale interactions with your company as smooth as possible. They might need to know how your products will come packaged, how to read the invoice, when they can and can’t expect a rush order, how to follow up on back orders
HOW TO ALIGN SALES AND MARKETING
features of your product that set it apart from your competitors’ products. Those features will show it’s the customer’s best choice – or their only choice. For example, I point out our product’s open-air chamber for measuring isotope activity levels. The competitive advantage of our product: the physicist saves time by not having to monitor and recharge the pressure in the measuring chamber. When you present your product’s strengths and benefits that best meet the customer’s needs, you increase your chances for getting the sale – your product sells itself.
— JOEL T. CURT
or make special shipping arrangements, or even which numbers to press to navigate your voicemail system easily. Show them some mock paperwork from your company and point out where to find important infor- mation. Walk them through the reordering procedure or go online with them, then visit your company Website and show them where to find helpful information. At your company, be an advocate for thorough train- ing of the service people who will be working with your customer. Good experiences with your company after the sale often mean repeat business for you!
— SUSANNE JENNER
SELLING POWER JULY 2016 | 13 © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32