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Romance Your Customers By Making The Easy Sale First
Copyright 2007 by Michael
Hepworth
When I was a teenager, I had a friend Gavin, who had a
very direct approach with the young ladies in the town
where we lived. We used to laugh because he got a lot of
slaps, and we were also envious because he was sometimes
successful.
Thinking back, I realize that one of the reasons Gavin
got slapped so often, is that he was trying to make a
very difficult sale. He tended to fail more often than
he succeeded. He just didn't know how to romance his
prospects.
When dealing with your customers, are you trying to
close a sale that is hard to make?
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Bette's General Info |
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bjl xMAS
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 61 Friends
Member since 2/6/2004 |
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| Gender |
Female |
| Location |
North Port, FL, United States |
| Interests |
Gardening, Art, Computers, Camping, Reading, Dogs |
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| URL |
View web site |
| Industry |
E-Business, Jewelry, Wholesale, Shopping, Internet |
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If you are advertising or selling to people who have never
heard of you and you start off asking for a relatively big
commitment, the answer is almost certainly yes.It is also
true when trying to sell big ticket items or complex
solutions to new prospects. Are you making the same mistake
as Gavin, and turning off many prospects, simply because
they are not ready to take such big a step?
As marketers, we can't afford to undermine our efforts with
this kind of mistake. To reach a qualified prospect and get
turned down is simply too expensive, and the opportunity
cost is too high. Like most marketing mistakes, the issues
are subtle and are not always obvious to the casual
observer.
The key with marketing is to understand that no matter how
much success you have with a program, you owe it to yourself
to continually find ways to improve your results. It costs
exactly the same to run a direct mail piece, a sales
campaign or an advertisement that yields 2%, 3% or 4%.So why
be content with any response rate, let alone a modest one?
What's more, you can often get dramatic increases with only
very minor changes that cost nothing.
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I have found the easiest way to increase your success rate
with customers, is to get a little romance going. The key is
to make the easy sale first. My young friend might have been
more successful if he had built trust by inviting his
prospects for coffee, getting to know them a little better
and understanding what they were wanting out of a
relationship. So it is with your customers. You have to be
prepared to invest time and energy in building trust.
Making the easy sale first usually involves offering
something free. Let the customer try out your services at no
risk. What can you offer free without breaking the bank? The
simplest gift is information. Do you have information that
is useful and valuable to your prospective customers? It
must not be self-serving, otherwise it defeats the purpose.
The best kind of information is the kind that helps them
avoid making bad buying decisions, or protects them from
dangers they might not be aware of.
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You can also offer a free, no obligation consultation or
service to new prospects.If your services are good and your
prospects are properly qualified, the downside risk is
minimal for you. You should get a lot more people trying
your service and becoming customers.
Remember, I did say, make the easy sale first. You still
have to sell, but it will be easier. Be clear about the
benefits your prospects will get if they take this first
step.Don't make the mistake of thinking that because you are
offering something free, people will automatically take you
up on your offer.
However, once they do take you up on your offer, you are
well on your way to developing a profitable relationship.
ABOUT THE AUTHOR:
Michael Hepworth is the Streetsmart Marketer.
You can sign up for his free marketing
newsletter by visiting
http://www.streetsmartmarketer.com/
There you will find this article and hundreds
more marketing tips. |
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