Paige Lovvorn
Distribution Sales Manager
If you make each encounter with your customer an opportunity to build a lasting relationship and make it obvious that you care about your business, you will have success! Not all selling opportunities come when you’re face to face with a client or prospect, which makes it important to take a straight-forward, no-nonsense approach to marketing and selling yourself. To maximize the impact of your limited time with customers, it is important to know how to sell effectively. Some of these tips may seem common knowledge to the seasoned sales staff, but all are worth mentioning.
Consider the following:
Be Honest
When addressing the buyer by phone, letter or in person, be sincere and get to the point. Do not attempt to ‘butter them up.’ You should be confident in your goods and services and your ability to meet their needs. Explain why your quote is what it is. Instead of trying to make excuses for your prices, explain the difference in your quality of service and warranty program. This will give your customer peace of mind and will give you an increase in business.
Market Your Business
A first impression may not always be made in person but how you market your business! Use professionally designed and printed business cards instead of ones printed on your home computer. Send all business correspondences on company letterhead with your custom logo. Send letters to new residents to your community. A quick follow up with custom thank you cards are a great way to gain repeat business!
No Tricks
Many sales ‘experts’ will provide you with a box full of tricks and techniques to help close more sales. These tricks may range from telling you to be more mysterious and elusive with your information to using the classic “Ben Franklin” closing speech. Don’t waste time trying to trick your customers. Instead, help them make an educated purchase. Those who perform tricks have no confidence in themselves or their products and services. Be open, honest, and straightforward with your customers and they’ll have more respect for you and your services in the long run.
Dress the Part
Your appearance is a reflection on your company, products and services. If you think your appearance has no impact on your customer’s decision then you’re wrong! Try going on your next ten sales calls in torn jeans and a t-shirt and the following ten in a clean uniform or suit and tie and see which set holds the higher closure rate and average ticket price. Maintain professional look. Putting your shoe covers on at the door of your customer speaks volumes! It says, “I care about your home and you!” Rolling out Red Carpet Treatment™ to protect the customer’s home shows them you care!
Avoid Signs of Desperation
Of course we all want to make a sale, but we do not want to seem like we need it. Never seem desperate to a buyer. Don’t beg for a sale. Create an experience that leaves the buyer with a reason to give thanks for your time and guidance, not “geez, I’m glad he’s gone!”
Ask for the Referral
You won the job, provided the service you quoted and kept the customer’s home clean (by wearing ShuBee Shoe covers!). The customer is thrilled with a job well done… Now is the perfect time to ask for a referral! You should feel confident enough in your work and your business to ask all your customers for 2-3 referrals. Asking outright for names is a way to not only grow your business but show your confidence.
Thank You Note
Set yourself apart… send a personal hand-written thank you note after each sale. Don’t send the typical “thank you for your business” but instead, take it a step further by writing something unique to each customer. This will show that you paid attention and thought a lot of the customer. This is also a great way to get your name mentioned to family and friends and gain more business!
Paige Lovvorn is the Distribution Sales Manager at ShuBee, handling distribution accounts for the U.S. and Canada.