How are you selling? Are you old school or new school? There is a lot of talk about sales targets, selling style and features versus benefits. But at the end of the day, your approach, tone and brand style should tie together with your approach to selling. Here are some questions you may want to think about as you launch into 2011.
Many business people fear that sharing their knowledge will empower their competitors and they believe they should keep their expertise close to their chest. It’s one thing sharing your knowledge and another thing applying it. Let me illustrate this. Tips on how to style my curly hair are great but I’m not about to attempt cutting my hair on my own. I’ll always need a hairdresser to do that. So don’t confuse the knowledge you can share, with the skill you have in applying it. The opportunity to apply your skills (sell them) comes up more often when you set yourself up as an expert.
Today authenticity is absolutely essential. We are bombarded with meaningless adverts, worthless pitches and annoying messages. Why not stand out and be yourself? People buy from people. Even when we buy from faceless large brands we buy from the people employed by them. How many times have you been to a big brand shop and experienced poor service and then slated them, avoided them or told someone about your bad experience? On the other hand, give me a good shop assistant who has some personality and I’m the happiest person. You can communicate authentically by developing an honest brand style and using social media to develop personable relationships.
So you are convinced you know what you are doing. But do other people believe it? This might seem blindingly obvious but many people are still not using testimonials. No one likes those people at parties that never shut up about themselves. So you can talk about your great products and services till you are blue in the face but if you’re the only one saying it then you are likely to go unnoticed. Your customers can help you sell by sharing the positive experiences they have had with your products and services.
Do people understand what you’re trying to say in your brochure or are they tripping over too many words, bad grammar and poor quality imagery? When people land on your website are they overwhelmed with mixed messages, flashing adverts or streams of useless blurb? Here’s a tip — if you give people too many choices such as multiple links on your website, they feel bombarded and run away! Your customers are busy and they need help making buying decisions. Make your communications (print and websites) logical and easy to navigate.
Who wants to be sold to all of the time? The answer is no-one. So why is this one of the biggest problems I experience today? Selling is an essential aspect of any business and I’m definitely not suggesting we scrap it. It’s about how we sell. People want personality, benefits and meaning. So avoid the kind of selling that is in your face, doesn’t shut up, tells lies and is a one-way street of blurb.
The best way to know what your customers actually want is to listen to them! Sounds simple? Then why are most businesses talking at their customers rather than listening? One of the simplest and most innovative things you can do is make your customers feel important by listening to them and trying to solve their problems.