News Newsletter July 2010 From the President - Ways Members Increase Sales
From the President - Ways Members Increase Sales
Written by Judi Rubin, President
Helping prospective customers has generated a lot of business for our company. That was the message that came through in my recent conversation with Pat Vlaminck when I asked him how he was making sales. Smart, sincere and helpful were my first impressions of Pat when I first spoke with him. I asked him what he does when talking with customers about a new project and it reminded me of the Counselor Selling process I learned years ago from Wilson Learning.
Understanding & Gaining Agreement on the Buyer's Needs
Pat spends as much time as it takes for him to understand what the customer wants and needs. When possible, he likes to talk through the project while either walking through the building or reviewing the blueprints. Frequently, it takes a lot of questions and exploring of choices to help the customer refine what will really work best for him. Interestingly, the customer will often select ideas that cost more but will provide long-term benefits.
Presenting Solutions in Terms of Buyer Benefits
When preparing and presenting the estimate, Pat focuses on the long-term benefits that the buyer needs. He includes choices for the customer in terms of price and benefits. Frequently, customers select the higher priced item because the value justifies the extra costs.
Establishing Trust and Credibility
Because Pat takes the time to listen, asks questions and fully understands the needs of his customers, they often say that they selected him as their contractor because he took the time to "help them" make the decisions that were right for them.
Supporting the Sale to
Assure Satisfaction and
Establish Long-Term Value
The ongoing communication with the customer about how to handle decisions as the project progresses is a great way to cement the relationship and get referrals. Following up to make sure the correct service is being done on the equipment, building, etc. has three benefits:
- Creates good ongoing business
- Ensures a chance at future business
- Generates a long-term relationship and referrals
The conversation with Pat reminded me of many conversations with successful MEA members. Most of them would say they cannot sell—yet they sell every day using the smartest sales process for retaining long-term customers.
"Your income is determined by how many people you serve and how well you serve them," according to the authors of the hot new "little business book" called GO GIVERS by Bob Burg & John David Mann. If you want more information about Counselor Selling, go to www.performancelearning.com/html/counselor_sales.html.
As the Beatles song says, "Help! I need somebody...not just anybody...help me please!" We are all looking for experts whom we can trust who actually care about long-term relationships. That is the most satisfying sales technique—and it is why so many MEA members are successful.
