Selling has become more complex than ever. Customers have more choices, are better informed, more discriminating, more cost-conscious, more “service savvy,” more risk-averse, and more demanding than ever before. How can sales professionals excel in this environment?
Enhance the Buying Experience!
We hear so much about the importance of providing a great customer service experience. If you’ve ever heard me speak or read any of my books or articles, you know that I promote the importance of providing a consistently great customer experience. And consistency is key! For sales pros, let’s focus on providing an amazing buying experience.
Delivering a Great Buying Experience
Delivering a great buying experience is just as important as delivering a great customer service experience. It is also just as important as having a high-quality product and a fair market price. What would providing a great buying experience entail?
Whether you sell b2b or b2c, you need to provide far more value to customers and prospects to the point where they are more than willing pay for the product as well as the information and knowledge you provided. It could include free advice, education on what is occurring in the industry, how to protect your assets or maintain equipment. You can also share any best practices you learned from other customers that will help your customer or prospect to become more successful. If you sell retail – you can give them more help than they ever dreamed. All of these enhance the buying experience.
The Buying Experience – Give Far More. Customers Will Remember.
Give your customers far more advice, help, knowledge, information, and communication that they ever dreamed of. This will definitely make customers remember the buying experience.
It may require you to challenge your prospects’ thinking – with class and professionalism – of course. Here’s something else you might want to consider.” “If you don’t purchase the bigger water truck, you may not have the power to get up the steep hills, your uptime will be compromised and you will be unhappy.” “You can be confident that this model is the most durable and efficient.” “That’s a good wine, but this one will be better when you serve that fish.” Helping them to select the best that they can buy for their budget also enhances the buying experience.
Automobile Dealerships Do It Right
Recently, I purchased a spiffy new sports car from a dealership I located through the Internet. John, my salesman, had a laid-back selling style (rare for a car salesperson!) and spoke with honesty and sincerity. He took his time (or more importantly, let me take my time) and answered all my questions patiently. He brought me coffee and also bottle of water. He treated me with the utmost professionalism.
Because I trusted him, I gave him the sale. When I picked up the car the next day, he helped me remove my belongings from the glove compartment and the trunk of my old vehicle, (there sure was a lot of junk, I confess) and neatly transferred them into my new car. I most certainly did not expect that and he didn’t have to do it. There were potential buyers in the showroom looking at the new cars. He could have been in a hurry to get me out of there so he wouldn’t miss a sale. Instead, he impressed me with his graciousness and made me feel important—a critical skill when dealing with any customer in any situation. A customer should always be treated as a VIP. I was extremely pleased that had given him the sale.
As he opened the door for me to drive away, he handed me a beautiful red rose. I appreciated that!
The Law of Reciprocity
Social psychologists define this law simply: When someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return. Keep it simple.
Simple Ways to Enhance the Buying Experience
Make it visual – If applicable for what you sell or offer show video demos customers of your product to demonstrate it will do all you say it will do.
Give a surprise – Who doesn’t like a surprise?
Walk into an appointment with a hot cup of Starbucks.
Give them a special offer, a discount or provide an additional service.
Depending on what you sell or offer, give the customer a package deal.
Throw in something for free.
Take them to lunch. What an original thought!
Tell them how to maintain or care for what you sell or offer.
Just remember customers are not stupid. They are savvy. If they feel what you are giving to them is a tactic, the law of reciprocity will backfire on you.
A great buying experience also requires interpersonal skills. Make that customer feel like they are the most important person in the world – without overdoing it of course.
Selling involves a great deal more. For now, think about the value you bring to the buying experience, how you can consistently increase that value. Brainstorm with your sales team to find ways to optimize the buying experience by making prospects and existing customers appreciate and value you.
The Most Impressive Buying Experience
At the end of the day, what the customer will remember most if you have provided a great buying experience is…YOU!
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About Christine Corelli
