The truism ‘people don’t care what you know until they know that you care’ is profoundly true. If you try to move a conversation straight from, “how about this Saturday’s Bull’s game” into your pitch, you’re dead.
Lend your ear
First, you have to do some serious listening. And I don’t mean listening to identify needs. I mean the act of listening itself – not just waiting for data you may extract to justify the pitch you’re waiting to deliver. Great listening is not about fixing customers’ problems; it’s about the respect the customer feels when you’re paying attention to them. The sad news is that the act of listening – an important part of any sale – is sorely lacking. The worse news is that this doubles for men.
Here’s a relationship example
If you type the phrase ‘men do not listen’ into Google, you get about 600 000 results, about twice as many results as you get for the search ‘women do not listen.’ And a quick perusal of the women’s results show many are couched in the predicate. Woman do not listen – to their inner voice enough, or to their instincts – basically anything other than ‘to the person speaking to them.’
If you are like me, you’ve been told “you don’t listen” before (and it most likely came from a woman). In this case, take the blunt criticism to heart. Your customers may be saying it on the inside, too. Men, when we are accused of wanting to solve the problem rather than listen, it is almost certainly accurate. We all learned early on that the game is to get the right answer first. He who gets the right answer first gets the blue ribbon, the gold sticker, the teacher’s praise and our fellows’ envy. For men, unfortunately, this is where our competitive instincts shoot us in the foot. Because when it comes to selling, nobody wants to hear you tell them what they need – until you have first listened to them. Yes, I know the customer said, “Tell me about yourself.” He didn’t mean it. I know the customer asked, “Why should I buy from you?” She really couldn’t care less. In this one respect, the phrase ‘buyers are liars’ is true. Or, if you prefer, they’re just being polite.
Create a relationship
It’s not that customers mean to lie – it’s just that they never went to buyer school. They don’t know what to ask you, and they’re afraid of getting ripped off. So they dump the problem on you: “Tell me about your product.” And we, poor fools that we are, think they want to hear our answer.
If you went out on a blind date, you wouldn’t want to hear the other person tell you about their last 17 dates. It’s no different with sales. The only person that customer really would like to talk about is himself. This is a deep truism about people. Humans simply don’t listen to others tell us what we need unless a certain ritual has taken place first. That ritual is being listened to. The customer knows you’re selling something; they’ll get to that in their own time. In the meantime, you will not be listened to seriously until you have done some serious listening yourself.
People don’t buy based on price – unless you have failed to offer anything else. They don’t even buy based on features (though they won’t admit it) – not if something more powerful is available. If you have a decent product at a fair price and you know how to listen while your competitor doesn’t, you will win every time. Buyers don’t just want a product or feature, or even a benefit. What they really want is to feel great about having made a purchase. And that feeling comes from being treated very, very well by the person they bought from. That means respect. It means actually caring enough to listen – for real, not just to identify problems and offer solutions. It means real empathy – not canned phrases. The best way to sell is to care. People judge caring by how well they feel listened to. So stop solving the problem – and don’t start again until the customer feels truly heard.
How To Win Trust And Wax Sales
Small changes to your ecommerce platform could transform your turnover.
Any ecommerce business venture is risky. Your products are not going to walk off the site by themselves from day one. You have done your market research. You have identified and targeted consumer needs. You believe in your product.
What you need now is for consumers to believe in it too. But that is not enough. Your consumers also need to believe in you and your brand. Your ecommerce platform is the vehicle which allows the consumer to experience an insight into the quintessence of you, your product, and your brand.
Take your ecommerce experience from ‘what?’ to ‘wow!’.
Your ecommerce platform is a place that gives you, your brand and your products a voice. Your voice needs to speak out and tell your story. How you came to this point with your product. How and why you know it is the best on offer. Who you are.
What your brand stands for. Drive engagement with your voice through blogging. Show your investment in remaining relevant and meeting consumer needs. Invite feedback to build diversity and growth. Your products need a voice too, but they cannot speak for themselves. Let customers know your products’ worth by offering clear, detailed, jargon-free descriptions.
Give your customers pictures. Lots of them. From every angle. Show what you and your products are made of. Bring your products right into the customer’s home. If your products have got it, flaunt it. Convey an effective message that unites you as creator, your creations, and the lifestyle your brand is offering.
Authenticity, honesty, and clarity of purpose will connect the consumer to your brand in a real and relevant way.
Tell all, on call
Respond to consumer enquiries with as little delay as possible. These are personal interactions with the consumer that build relationships. Excellent customer service boosts positive feedback. Aim to provide as much detailed information about your business as possible. Be transparent, and proud of it.
An FAQ section is professional and helps address recurring questions regarding your products, services and business practices. Use the opportunity to provide further info about your brand’s integrity and professionalism. Refer to certifications and licenses. FAQs indicate honest, reliability and well-established business procedures, which further builds consumer trust.
The allure of secure
A steadfast returns policy cuts the risk for consumers when making a purchase. It is far easier to commit if you are assured you can return the product with a full money back guarantee. Make this policy evident from the outset. Include a link to your returns policy on your landing page. Address all returns related queries in your FAQs. Consumers will also trust your ecommerce platform if you guarantee safety and security of information.
Less is more!
Shipping costs are a turnoff. Many consumers abandon their carts just at the finish line because of this final hurdle. So, offer free shipping and seal the deal. Discounts and sales items must be in your face. Feature deals and reductions on your landing page with hard-to-miss, easily understandable images of slashed prices. Build some buzz around sales items with a sense of urgency.
Small trial samples in exchange for email details or a quick survey are another sweet deal. Everybody loves a sample. And you score business leads to follow up. The info you gather can help you to personalise user experience, and fine tune focused target marketing.
That big red button
We have all encountered an enticing call-to-action button. One that offers the promise of a new start, that opens doors, that kicks in the rush of actualisation. A CTA that makes the customer feel like that button has their name on it is what it’s all about. ‘Buy Now’, ‘Add to Cart’, ‘Get Started’. The brand and lifestyle you are selling needs its own effective CTAs. They are the final frontier between deliberation and diving in.
The quick or the dead
First things last: Your ecommerce site had better load, and fast. This is vital. Already, 5 years back, failure to load with sufficient speed meant 1.73 billion GBP in lost sales. Consumer impatience is a fact. There are loads of options out there. Don’t be left dead in the water.
How You Can Guarantee Customer Satisfaction
Customer service is no longer a differentiator. Every business makes the same promises, and everyone says that they put their customers first. But do you? Here are three ways to up your customer-centric game.
“We implemented a money-back guarantee at the Brazen Head at the Leaping Frog Centre, Fourways, offering a money-back guarantee on all our meals. Staff were reluctant at first, but the guarantee forced us to maintain standards at our front and back of house. In the end, we only had to honour the guarantee once in eight months.”
It’s a stock standard differentiator that every company uses: Customer service. And yet so many businesses are anything but customer-centric. Whether you’re in a B2C or B2B environment, here are three areas you could improve today.
1. Guarantee Your Service
If you don’t believe in your service, you can’t expect anyone else to. So, guarantee your service. This should not just be an empty phrase — back up your guarantee with a money-back promise.
Advertise that promise in your business, on your website and in your communications. That tells your customers, “We have such confidence in our service, and we’re so determined to be great that we put our money where our mouth is.”
The benefits of a money-back guarantee:
- It encourages first-time customers to try your services.
- It forces your team to keep standards high and focus on results, as slip-ups will hurt your business immediately.
- It fosters pride in your business. “Our service is 100% guaranteed to be great!”
- It is a selling point. “At Venus Video Games, satisfaction is guaranteed, or your money back!”
- It sets you apart from your competitors. Would you rather try a new store that offers a money-back guarantee, or one that doesn’t?
We implemented this at the Brazen Head at the Leaping Frog Centre, Fourways, offering a money-back guarantee on all our meals. Staff were reluctant at first, but the guarantee forced us to maintain standards at our front and back of house. In the end, we only had to honour the guarantee once in eight months.
2. Complaints: Relate and Recover
Often, what a customer wants most from a company is to be treated like a person. They want real, authentic, human interaction.
Mostly, this human kindness will come while you cater perfectly to their every need, deliver the goods and services efficiently and then send them on their way with a massive smile on their face.
But every now and then things will go wrong. The customer won’t get exactly what they were looking for, the service won’t be 100%, or there will be some kind of misunderstanding.
This is unfortunate and of course nobody wants it to happen, but occasionally it does. If handled properly, these hiccups can be an opportunity to improve customer relations, build real human interaction and turn an unhappy customer into a happy one.
When a customer calls into your bank branch to complain that an unauthorised debit order was taken off her account, treat the person like you would like to be treated. Here is a good procedure to follow that fixes the problem while building a real human interaction.
- Understand the problem. Listen carefully and make sure you know exactly what the client’s complaint is.
- It doesn’t matter if they actually signed an authorisation and it’s technically their fault. This isn’t about who’s right and who’s wrong. It’s about building a relationship of good customer service.
- Take immediate action to fix the problem. In this case, reverse the debit order.
- Ensure it doesn’t happen again. That means working out who authorised the debit, and why and adjusting your systems.
If you go through this process as efficiently and as pleasantly as you can, you might find the customer comes out the other side in a pretty good mood. Their complaint has been acknowledged, they’ve got an apology and it’s been sorted out.
Service Tip: Don’t take customer complaints personally. They are part of your job, and your role is to handle them professionally. When a passenger of your airline says, “You’ve lost my bag!” they don’t mean it was you personally who lost it. But in this case, you represent your airline, so you should take responsibility, apologise and sort it out.
3. Use Your Own Services
There’s no better way to check what your company’s service is like than by being your own customer. Of course, if people recognise you as one of their colleagues, they’ll be on their best behaviour, so use one of your digital channels, phone up or use a branch where they don’t know you.
Now pretend you’re a customer looking to make a purchase, but without too much knowledge of your systems. You’re a person off the street, as it were. What is your service experience like?
Here are some ways you can use your own services:
- Try to get hold of your company. How easy is it to find your details? Is your website clear and logical, is your phone number prominently displayed? How is the phone answered?
- Try to make a purchase. Is it easy? Is your query handled efficiently and quickly?
- Most importantly, what’s the service like? Are the staff friendly, positive and dynamic? Do they go the extra mile to deliver exceptional service? Do they build relationships, do they provide help beyond just making the sale?
- Phone to complain. Use the customer-care line, or website. You’ve been advertising this channel for years — what actually happens when someone uses it? Are complaints handled efficiently and in a positive spirit?
- Leave a message. You can do this by voicemail, text or email. Does anyone get back to you?
- Be inconvenient. Call over the weekend, after-hours, during lunch, or even during a busy period. Are the staff just as keen to help you? Can you even get hold of anyone?
Try to get hold of yourself. When last did you listen to your own voice message? What does the signature say at the bottom of your email? What does your switchboard operator say when answering the phone?
How To Manufacture Sales Urgency (Without Sounding Like A Scam Artist)
If you’re struggling to drive urgency in your business, here are three ways to do it.
We’ve all seen those infomercials – the ones that urge us to call in to buy a blender or a mop or some other kind of gadget. If we call in the next 20 minutes, we’ll receive two for the price of one. Somehow, against my better judgment, I find myself thinking about calling in to cash in on the deal. But why?
It’s because those infomercials are all about urgency. You can use the same tactic to drive sales to your business, too.
Establishing urgency gives your customers a reason to act quickly. Their instinct is to take their time and think about the decision. But by throwing urgency into the mix, you’re eliminating the customer’s ability to think too hard or wait too long to buy.
But creating that sense of urgency isn’t always easy. Research from Hubspot finds that establishing urgency is the top challenge today’s salespeople face. If you’re struggling to drive urgency in your business, here are three ways to do it.
1. Establish scarcity
The more there is of an item, the less motivated we are to go out and get it. But if that item is scarce (or perceived as scarce), its value increases.
Related: Sales Strategy Example
Think of the iPhone. How many people do you know who run out to get the newest iPhone on the day of its release? They stand in line for hours, wanting to be one of the first to have the new product, and knowing that eventually the store is going to run out of iPhones – at least until they get another shipment. But that won’t be for months.
That new model iPhone is perceived as scarce. There aren’t many of them, and time is running out to get one, so your purchase decision needs to be made quickly. The same idea can be applied to your products or services. Perhaps you only offer a limited number of products or you only open registration for your event for a limited time. With the window of opportunity much smaller, your prospects will be more likely to buy.
2. Focus on your customers’ needs
Establishing urgency doesn’t always have to be about scarcity, though. You can create a sense of urgency by understanding, from the customer’s point of view, why they need the product now. This goes back to understanding your customers’ needs, which you need to know to sell anything to them. You need to get to the bottom of what makes your customers tick and what their pain points are. Then you can focus on how your products or services offer a solution.
The customer is always asking “What’s in it for me?” When they hear how your product or service aligns with their needs, they are persuaded to act. To the customer, their problems are urgent, and if you offer a way to solve them, they’ll be more likely to trust you and buy from you.
Related: Empower Your Team To Make More Sales
3. Show the consequences
As humans, we tend to avoid negative consequences no matter what. This “loss aversion” means we’ll do whatever it takes to avoid dangerous situations, losing the things we love or any other negative consequence. In fact, the desire not to lose is often greater than the desire to gain.
In sales, focusing on the consequences of not buying can have a great effect on a prospect’s decision to buy. You may choose to show how much money the prospect could lose if they don’t invest in your product or service, or how flawed their current processes are and how inefficient their business is. Whatever it is, focusing on the negative instead of the positive will have a psychological influence on your prospects, which will lead them to a purchase decision faster.
This article was originally posted here on Entrepreneur.com.
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