Successful Recession Selling - 7 Ways Customers Are Different Today
We have come from a time of unprecedented spending and prosperity into an economic crisis. You must know what your customers are thinking and how their minds are functioning now if you want to prosper in this climate.
Just knowing who your ideal client is, is no longer enough.You must match their mindset.
- Customers are surprised by Good Service.This is a sad comment on the state of business, and one that I believe will be forced to change.As dollars become less readily available, they will gravitate to those who provide true customer service before and after a sale.Clients want a relationship with their providers but have been trained not to expect good service.You will stand out when you deliver great service, consistently.
- Your Customers are more informed than ever.If you do not know what and who your competition is, ask your best customer.Odds are they can tell you. (Odds are also that they will be surprised that you don't know already.So do your homework if you do not want to loose credibility in their minds.)
- Your Customers today want and need flexibility from you: payment options, delivery options, package options, hours of operation, variety of services offered, programs and products that fulfill more than one need.As the market changes, so must you - or risk being left behind.What are the most important considerations for your customer when they decided to purchase your product?The key to growth in these times is to fulfill not just the first consideration, but the ones below it.
- Your Customers are more mobile than ever.As retail outlets are closed and consolidated, customers are more willing to travel to get what they want, provided the benefits are there when they arrive. Also, your Customers may be forced to move as employment opportunities change.It becomes more important to cultivate referrals as your customer base could be eroded by shifting populations.
- Your Customers have less time than ever.They want products and services that are intuitive to use, or come with a few simple, short instructions.Time is precious. If it takes a booklet of instructions to produce good results for your clients, consider making the 1958 Topps baseball cards or training as a part of your service.If the client cannot or will not take the time to read and follow instructions, the results will not be satisfactory and you will have lost a potential repeat sale.
- Your customers are alert for and are less trusting of 'Pushy Salesmen" than ever before.They feel disrespected when manipulative tactics are used.If you do not establish a relationship with your prospective client before attempting to close them, you are doing a disservice to all parties involved.If you have taken the time to follow the sales process, manipulation is not needed. Gain their trust before the close.
- Your Customers may be afraid and confused about the making right decision. We are in a time where risk and fear are blaring from the news media.Too much information can overwhelm a client into paralysis.If your product comes with guarantees, warranties, credentials, seals of approval, testimonials, etc. be sure to mention them to mitigate the fear and risk of making a wrong decision.
Even though we live in the Information Age, our customers, the Avengers right now, are making a lot of emotionally based decisions.Put yourself in their shoes; answer their concerns; and you will put yourself and your business ahead of the competition.
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Beth Lane, CTACC Peaceful Sales Coach, harnessed her expertise from 30+ year's business experience as top sales producer, sales trainer and business owner to create Peaceful Selling. This is a program that teaches you to enjoy selling, increase your productivity and expand your income. To find out more about her Sales Secrets and receive a FREE e-report visit href="peacefulselling.com">peacefulselling.com
Grow Your Business Even During an Economic Downturn
With all the talk over the last few weeks of the $700 billon bail-out package and with the impending presidential election in less than a month, many business owners Marvel Team-Up scared. They wonder if their business will be impacted by all that Mr. Mxyzptlk wrong with our economy. Perhaps they will be affected, but it doesn't have 1970 Topps baseball cards be negatively. There are businesses out there, several of which are clients of mine, who are growing and thriving during these "hard" times. All are focused on four common areas which have led to their growth.
Communication. Internally, my clients are communicating with their employees, vendors, and strategic partners. They are holding open and honest dialog about their vision, objectives, and needs. Externally, they are communicating a consistent message with their customers and prospects. The biggest advantage of communication is keeping everyone informed. For example, if a business is restructuring, it doesn't necessarily mean that the business is doing so for financial hardship reasons. It could mean that particular area/department isn't applicable anymore, and they are using those resources to steer the business towards new opportunities and growth!
Marketing. My clients are marketing. They may not necessarily be adding to their marketing budget, but they are selective about where they're spending their marketing money - and they are spending. Now is a great time to negotiate value-adds with publications, direct mail houses, and media. If you are spending you are going to get great value. You Jody doll need to know how to do that.
Public Relations. Businesses forget about public relations (PR) as a way to grow, but everyone has a story to tell. There is a misconception that it costs a ton of money to outsource PR. The reality is that it doesn't have to. Often times, when I work with clients, we'll come up with the message together, and then we'll outsource the writing. Or perhaps the writing is done internally, and the distributing is outsourced. PR takes time, a strategic approach, and planning, but it is a key way to grow your business.
Streamlining Processes. By going through a business assessment, you get a "snapshot" of what should be tackled in each area (human resources, leadership, sales, marketing, accounts payable and receivable) to make your business run efficiently. It helps to dissect the business so we can take a focused approach to implementing new (and improved) processes and ultimately tighten-up your business model to make sure it is as efficient as possible.
Here are three clients that I've recently worked with to help grow their business.
Client A: After going through my assessment process, this client has reinvented their business. Internally, they have developed new systems for paperwork flows, price points, and fulfillment. Through the assessment process they also uncovered the need for additional training. Their management team does not have the leadership skills necessary to grow with the company, but they are open to learning. This client is also marketing, and they are tackling marketing from a different perspective - the Internet. With these changes (made this past summer), this client is projected to increase revenues by 50 percent in the next seven months!
Client B: This client decided to market, despite the economy, when they never have in the past. They noted that many others were cutting their budget, hanging onto their money, and taking a conservative approach, and this client cleverly recognized that now is the best time to market. (This is my advice to all of my clients. Everyone is saying, "now's the time to market", but those who are actually taking action are those who are reaping the benefits.) This client is marketing to a specifically targeted sector, and we are building lists of 25 prospects and developing multi-step campaigns geared towards that niche market. And it is working! Client B just brought in a new client that exceeded the revenues of their largest client to date!
Client C: This client used to be a "mom-n-pop shop" in a sleepy town and has done a wonderful job with public relations. This is a great example of how I work with a client during a business coaching session to develop a hook, the overall message, and the strategy for the press releases and distribution. From there, the client writes and distributes the press releases. It is a cost-effective approach to public relations. By using public relations this client has doubled their retail space and is introducing products on a regular basis, despite the economy. They are now regularly mentioned in national publications and are receiving orders from all over the world - all as a result of business coaching and public relations efforts.
Don't hide behind the "doom and gloom" attention the media is giving our economy. There are so many opportunities available to catapult your business to the next level.
Julie Taylor is President and Founder of JAD Coaching & Consulting LLC. Julie works with entrepreneurs and executives who are serious about taking their businesses or careers to a new level. Ms. Taylor conducts results focused private and group coaching sessions. Additionally, she facilitates customized seminars for public and privately held corporations utilizing romance comics from href="contentforpresentations.com">contentforpresentations.com
Julie also continues to work with clients developing and refining strategic plans: href="jadcc.com">jadcc.com and glewonline.org
