Recently, I was listening to client calls at their Inbound sales call center. They sell bank products like checks, endorsement stamps, deposit slips and other such items. They also sell promotional products like pens, shirts, notepads and other items their clients can purchase with their own logo nicely printed on the product. Many companies use some products like these to promote business.
After listening to a few dozen calls, I noticed something that each sales associate did on virtually every call. After the customer ordered their bank checks, the sales associate would make four additional product offers, one at a time, all centered around bank products. And will you be needing an endorsement stamp today? Okay, how are you doing on deposit slips? Fine, and what about envelopes? And how is the check binder holding up? After four answers of No (in most cases), the caller was tired of being on the phone and had absolutely no interest in hearing about the promotional products.
When I presented my findings, I shared my thoughts with groups of these sales associates. The problem, I told them, is not that you are not making enough product offers, but that the offers you are making are not exciting (this is dangerous to say to bank products sales people, but I had to be honest). This brought me to the root of the message and one of the major shortcomings of sales people, in general.
What does a business, especially a small business, think about all day long? It boils down to three areas. If your product offers are not tied to these three business goals, customers will rarely listen. The successful sales associate finds a way to tie product offers to all three. A small business thinks about 1) Generating New Business, 2) Maintaining Existing Business and 3) Saving Time Doing the First Two.
Some businesses lose so many customers each month that the new customers merely replace those that are choosing new vendors. Some businesses do annual drives for new business, knowing that their customers will only stay on board for so long. Other businesses put most of their time into existing customers because their initial sale to each customer only scratches the tip of the opportunity ice berg.
How do you know what is most important to a specific business? Ask. We should be asking them questions to get to know them better anyway. What type of real estate office do you own? How long have you been in business? How do you find your clients? By the way, do you tend to put more energy into finding new business or into maintaining your existing business?
Once you have this information, selling becomes easier. When you present your product, put it into the context of the business goals. If you know (or have a feeling) that they focus on new business, tell them how your product will specifically help them accomplish it. If they focus more on existing business, tell them how your products will help them maintain their customers and keep them calling back for more of your product.
Lets say that you are speaking to a woman who own a pizza parlor. Maintaining existing business is critical for her. Her target market is the neighborhood around her restaurant and is probably limited in size. New business is important, but maintaining existing business, those families that call weekly for a pizza, is critical. Any product that will help this business stay in touch with their existing customer base is going to be interesting to this buyer. Anything else will quickly become boring and she will insist that she has to leave the call to attend to other matters.
Who do you sell to? Which of your products will help a business achieve their three important goals? Have you asked enough questions to know how best to tailor your product offer to this customer?
What if you can only save customers time, but not help them grow or maintain their business? The same rules apply. Always get to know a little about them and then tell them how your product is going to save them time. Why is time so important, especially to small businesses? A small business is generally made up of a handful of people, very often a single individual. Owning a successful small business is most often a 24/7 job. When they wake up in the morning, they get right to work. Just before theu go to bed, theu think about the goals for the next day and how to get their business to produce a little more this week than last. Saving them time means they can use it to relax or to put time into more useful places in the business. Either way, it is a big winner.
Be spcecific when you talk about the impact your product will have on them and their business. If you say, This product is a real time-saver, you will sound like almost every business ad they have seen in the last week. It will have no impact. Instead, explain how your product will specifically save that customer time or how it will help that customers marketplace change for the better. Use a live example, something that you picked up while asking questions.
You say you do not have time for questions on the phone because your customers hang up too quickly? Chances are it is because the dialogue is not that interesting. You are probably not focused on their business issues. Rather, you are likely talking about your products. Get to know them. Virtually everyone will answer a couple of questions when they see how interested you are in helping their business.
What if they say, Why are you giving me this «third degree or something similarly nasty? Try something like this (and really mean it when you say it). Sorry if I came across a little strong, Mrs. Jackson. The reason for the questions is that I get to know my customers better and, often, I can steer them toward better product choices and away from something that doesnt make sense for them. My goal is to make sure you get the right products for your need and to make sure you have a great customer experience when you call. Very few customers can stay upset at you when you respond like this.
What about saving them money? Think about almost any ad you watch on TV or hear on the radio. Most will claim to save you money, yet this does not seem to move you. Why? Customers must first understand why your product is a good choice before the money savings is going to matter. Would you like to purchase one of these today? No? Even though we are cutting 25% off the regular price? 25% off is really 75% on, if the customer has no interest in the product!
Remember. Customers will stay more interested when you stay interested in them. Additionally, the more you know about them, the more tailored and reasonable your product offer is going to sound.
There is one more great outcome in focusing on the customers most important needs. When they object to your product offer, it comes across a lot more like an apology than a true objection. You know what Mike, I can see how that might help me, but I dont think Im ready to make that purchase yet, but thanks anyway. Just imagine how much less burned out the average sales associate will feel when she hears apologetic responses instead of nasty ones.
In the end, some customers will still say No, no matter how well you sell. Many, however, will be much more interested in what you have to say when you a) get to know them better, and b) show them how your product will help them generate new business, maintain their existing business or save them time.