You have marketed, networked, and socialized for months, making your presence known in a number of circles. Finally, you have some serious potential clients looking into your services. You might have them hooked, but how do you reel them in? If you do not pitch your sale properly, you will lose budding relationships more quickly than you would think possible. It is important to remember that the customer only buys when they want or need something. By following a solid sales process, you can close the deal, and even if you do not make a sale you can further relationships for future transactions.
To successfully make a sale, you must cater to the customer's wants and needs. Your main goal is to create desire for your service in the mind of the client by discussing the benefits of your product as they relate to that client's needs and wants. The benefits of your services are what make the features of your product different from your competitor's. Do not assume that your customer sees the benefits as clearly as you do. Explain clearly and specifically why your product is something to be preferred.
Owning a small business takes a great amount of patience, and the sales process takes time. There are three different phases to the sales process: the presale, the sales conversation, and the follow up and deliver.
During the presale phase, you are marketing your product as much as you possibly can. This is where you are networking, socializing, attending association meetings, speaking, and doing anything else that can lead you to a potential buyer.
The sales conversation has various steps and relies on direct contact with the potential buyer.
- Establish a relationship; it is easier to do business with a friend rather than a stranger.
- Discuss the needs of your customer by asking open-ended questions. By learning what the customer wants you can make a more targeted sales pitch.
- Discuss the benefits of your product. As previously mentioned you need to clearly define what makes your product better than the competitor's.
- Discuss the next step. If your customer is not looking to buy at that moment, give them information for when they are ready to buy so you will be the first person they call. If your customer is looking to buy, do everything you can to go above their expectations to keep them coming back. Either way you need to keep building the relationship with that customer.
The last phase is to follow up and deliver. Be certain that if your customer did make use of your services or product that they are pleased with the results.
The sales process is not always about making a sale. Similar to other aspects of growing your small business, the most important action you take is establishing and continuing the relationship with your client. Even if they do not make use of your product now, they will be impressed by your excellent customer service and they will keep you in mind.
