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

In The News:


pen paper and inkwell


cat break through


Sex Sells!

An attractive woman has a decided advantage as sales representative... Read More

Challenge Yourself!!! Evaluate Your Selling Skills!

This evaluation is not for the "weak-kneed". Real questions to... Read More

The History of Sales: Dale Carnegie is Still with Us

I've recently been hearing sales companies talk about how they... Read More

Selling To Your Difficult Person

We all have people whom we find difficult. We don't... Read More

What Successful Sellers Know - Others Dont ... The Subtle Art of Closing

Ask any salesperson, "At what point in the selling process... Read More

The Problem With Technology At The Point Of Sale In Financial Services

BackgroundThere's a conundrum that currently exists between the customer and... Read More

An Introduction to Mannequins

Just about every clothing store uses mannequins. There are many... Read More

Ten Tips for Choosing the Right Direct Sales Company

Direct sales can be your ticket to a profitable home-based... Read More

Generating Sales Leads

Any company that relies on selling a product or service... Read More

An Introduction to Store Fixtures

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

101 Ways to Improve Your Direct Mail Response

1. Mail to your customers more often. If you are... Read More

YOUR Future Profits -- Protect Source With CARE

At 21 years, just out of Business College, I went... Read More

My Competitor Has a Better Product

The topic of this issue's article is a response to... Read More

Selling Your Business ? Step by Step Process

So it's finally come time to sell the business. After... Read More

Web Promotion: 10 Amazing Web Promotion Ways To Jump Start Your Sales

Hello, do you have a website and sell something on... Read More

Five Keys to Make Your Cold Calls Sizzle

Do you clam up on the telephone? An advertising rep... Read More

How to Set Appointments

The Importance of setting appointments is crucial to running a... Read More

Interactive Sales Letter Skyrockets Conversions with 2 Simple Questions

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

Follow the Long Yellow Copy: Do Long Scrolling Sales Letters Work?

Have you ever sat through a movie and got to... Read More

Who Takes Your Money

Your business is making profits, but where is the cash?... Read More

How to Revive a Dead Lead

It's easy to spend days, weeks, or months speaking with... Read More

How To Make The Most Out of a Business Networking Event

You're not alone. Most people are uncomfortable walking into a... Read More

Prepare to Sell!

Sales is a critical part of any business, including non-profits.... Read More

In Sales Service Means Business

Some businesses flourish while others slowly fade away. There's usually... Read More

Your Clients Buying What Youre Selling

Linda felt like she had reached a plateau in her... Read More

How Sellers Can Take Control

For centuries ? at least since the serpent convinced Eve... Read More

Picture Yourself a Winner

In the work place, the amount of good things that... Read More

How to Write Testimonials that Sell CDs Like Magic

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

The Hands On Approach

While living in the technology age where everything is computerized,... Read More

3-Levels Of Successful Selling

Any selling approach that lacks a proven strategy, a practiced... Read More

The Never Ending Sale

Once you have added a new customer to your book... Read More

10 Tips To Overcome Your Fear Of Selling

Ahh. Selling. Sometimes, this is a word that is dreaded... Read More

UK Sales and Marketing Terminology

Terminology / AcronymsABC figures: This is the independently audited sales... Read More