SKILL
VIDEO: HOW TOM ZIGLAR CREATED THE BEST VERSION OF HIMSELF
The “wave” effect of most incentive programs can result in time loss and customer dissatisfaction, which means less value.
solve customer problems – and espe- cially how to stop wasting customer time,” he says. “They are either going to offer comprehensive solutions or they aren’t. Salespeople can’t just stitch together a solution. “It’s a matter of drawing a map of what the company is offering, what the customer has to go through to deal with the company, and what the
SELLING TIP
After the Close Your work is by no means ended when you close a sale. Today, more and more customers value service and follow-through when making their buying decisions. A quick commission earned will not make you successful, but lasting customers will! You continue to “sell” yourself and your company after you already have the order.
Make Their Day
Each of your customers has one thing in common: He or she is hungry for sincere appreciation. Customers want to feel that their business is appreciated. Your job is to help them feel just that.
When someone shows you sincere appreciation, it brightens your day, and you develop a feeling of kin- ship with the person who has taken the time to tell you that you are appreciated. You can create these same feelings in your customers. Praise and appreciation
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company is doing to deal with the customer. List all the steps and pro- cesses and honestly ask how much of it creates value for the customer and how much of it is being done because that’s the way it’s always been done.” He points out that the very nature of the selling process can create problems in delivery and quality, which reduces the value of products.
“Almost all companies run sales incentives in batches, as in ‘make the monthly numbers, make the quarterly numbers, make the annual numbers’ – and the effect on the rest of the organization is horrific,” he says. “Companies that make products have to figure for the average, not the peaks. So now there is a war between the salespeople (who are supposed to sell as much as they can by the end of the quarter) and the company’s ability to deal with a volume that they can’t possibly fulfill. Production and shipping people are grumpy because they’re working overtime and making mistakes because they’re working too fast. Customers are grumpy because they’re not receiving the product by promised dates and it’s not of the quality they expect. Late delivery and inferior quality don’t equal value. “When this happens, salespeople also waste a huge amount of time apologizing to customers for lack of fulfillment or delivery,” he states.
have proven to be important factors in building and maintaining all types of relationships – and this holds true in the business world, as well. If you’re not doing it already, you should start to look for ways to show your customers genuine appreciation. You should be thinking, “What can I do to stand out favorably in my customer’s mind?” Here are two suggestions:
1. A Thank-you for Every Order Be sure you express your appreciation for each and every order received. Not only first-time customers, but repeat customers also deserve a thank-you letter. It doesn’t have to be a typewritten, formal letter; it can be a short note in your own handwriting (many customers prefer this because it is more personal).
2. Give Thanks for Referrals Always express appreciation to customers who refer business to you. Try going one step further: Report back to them with the results.
– CHARLENE THOMPSON
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