Connecting with Customers

I just got off the phone with a friend of mine. Business is up he said, but he didn't know why. I asked him a few questions, but more we spoke about it the more concerned I became.

"What do you mean, you don't know why they're buying?"

"We never know why they buy," he told me.

"Never?"

"Nope. They just do."

My friend thinks he knows what is great about his product. They believe they understand it's applications, they just don't understand what drives sales.

And there's something else - it has to do with pricing and profits.

Since they don't really know why customers buy from them, it follows that they don't understand the full value customers get from their products. So they don't know what to charge! They discount to make sales - since they don't fully understand the customer's pain points - and that means - they always leave lots of money on the table.

When times are tough - and many people are feeling squeezed these days - there is tendency to panic. Who wouldn't? The economy, the financial markets, and now - terrorism. I read where a group of psychiatrists saying the country was on the brink of a nervous breakdown!

That's certainly not what I want for my customers! Is that what you want for yours?

I think this question can be a profitable one. What do you want for your customers? I started thinking about this and came up with a few others for you to ask yourself.

Why do you want to serve your customers? What do you love about your particular customers? Are they perfect customers? If not, who would be? Describe them.

Case Studies and the Value Proposition

So I began thinking about my friend's sales problem - which brought me to thinking about a favorite topic of mine - the value proposition. Not in the sense of your USP, but in the sense of - what is the value of your product (or service) to your customer?

In other words, what is your product worth? How much - in money terms - does your customer save or earn when they use whatever it is you sell? Can you quantify that?

If you can't, well - you need to. It will make much easier to sell.

But it's too complicated - we can't really say what they get from it.

No wonder you have trouble selling when times get tough. If you knew what it was worth, and it was worth more than you were selling it for, you'd have customers lining up pounding on your door for it.

You have to go out and do case studies. Exactly why did they buy. Exactly what is the application. Exactly how much more did they earn because of it and how did they earn it. Or, exactly how much did they save because of it and how did they save it. Get five or six of those and you'll be able to build a return-on-investment case for any prospect, and damn the economy. Which brings me to one last thing - the holy trinity of repeat sales.

Up-sell, Re-sell and Cross-sell What is your best possible source of revenue right now, bar none?

Your existing customers, right? Of course - they always are. Which means you should have a regular program to stay in contact.

What are you doing about repeat customer sales? When was the last time you contacted each customer, and made them an offer of some kind? What - you're waiting for them to call you?

Conclusion: You've got to contact your customers. Under any pretext, for any reason.

Why?

To solidify and maintain your relationships, and reconfirm why you want to do business with them. To understand your value from their perspective. And lastly, to make sure they are being served properly and to sell them everything they need.

--

Special Requirements for Reprint: we ask only that you include Paul's name and resource box, and keep all hyperlinks as live links.

Paul Lemberg helps people and their companies succeed faster and more profitably than they ever thought possible. Over the past 14 years, he has transformed more than 200 companies and is currently President of Quantum Growth Coaching, Inc., the world's first Business Coaching Franchise built to systematically create more profits and more life for entrepreneurs... Guaranteed. More articles by Paul can be found at http://www.marketingsuccessdaily.com

---

Increasing Short and Long Term Profits

"I was at your site for all of two minutes... Read More

The Risk of Being A Yes-Man

Sales is all about negotiating. You are negotiating from the... Read More

Eighty Percent of Success is Showing Up

The above quote, "Eighty percent of success is showing up."... Read More

An Introduction to Store Fixtures

Everybody is familiar with the old retail chant, "Location, location,... Read More

An Introductino to Insurance Lead Generation

It is vital that insurance salespeople have a steady stream... Read More

How To Get Your Mail Past The Gatekeeper And Into The Hands Of The Decision Maker GUARANTEED

There are several ways to get your information into the... Read More

How to Make Sure You Sell More!

Make sure you target women. It's true for almost anything... Read More

Interactive Sales Letter Skyrockets Conversions with 2 Simple Questions

There are many tactics and techniques that go into converting... Read More

A Look at Store Fixture Parts

Products for sale need to be displayed in a manner... Read More

Selling ? Remember These Ten Rules and Succeed

There are thousands of books and seminars on how to... Read More

Everything Follows the Pitch

If you asked me to point to the heart and... Read More

Creating More Effective Proposals

The need for good proposals - the business kind, not... Read More

Keep the Referrals Coming

A key method of our survival in the business and... Read More

Impotent Questions - How Much Are They Costing You?

Last issue we talked about what motivates people to buy... Read More

How to Write Testimonials that Sell CDs Like Magic

"Which is your best CD?"Ever get that question? My band... Read More

10 Amazing Product Selling Formulas

1. Sell your products at a wholesale price to retail... Read More

Lead Companies, Eight Features To Consider

So now the time has come to invest in Lead... Read More

Value Based Pricing, Not Price Cutting

Special Requirements for Reprint: we ask only that you include... Read More

Peak Performance ? What You See Is What You Get!

Would you like an easy way to track the performance... Read More

Get the Most Out of Your Current Customer

The customers you already have could be your biggest lead... Read More

Understanding The Corporate Buyer

Selling your services to corporations is an attractive proposition. The... Read More

Can You Use Hynotic Like Statements To Sell More Products?

As I become more successful with my internet business I... Read More

Top 10 Ways to Maximize Your Approachability

After reading and researching thousands of books, articles and other... Read More

How to Acquire More Leads

The most effective prospecting techniques were revealed in the August... Read More

Selling for Beginners

Speak to almost any self employed professional and most of... Read More

I Am A Habit

JOHN DI LEMME on "I Am A Habit"H-A-B-I-T...When 95% of... Read More

Cracking The Billable Hours Ceiling

How many of you made as much money as you... Read More

Tips for Increasing Your Profits with Gift Certificates

Offering gift certificates is an excellent way of increasing sales... Read More

The Benefits of Metal Store Fixtures

Your choice of materials for store fixtures includes wood, metal,... Read More

How to ASK for Business -- WITHOUT appearing Pushy --

GIVING Vs "SELLING"Never lose sight of the importance of providing... Read More

8 Part Strategy For Constructing Your Advertising Message

Strategies to help produce your brochure, advertisment or direct mail.... Read More

Getting Referrals

ReferralsA substantial part of your business can come from referrals.... Read More

Exporting to Europe: Not the Challenges You Think

If you plan to do sell your product or service... Read More