We have all experienced the act of selling and being sold to in our lives. The question is when do we like being sold to?
As consumers, we receive countless phone calls and marketing leaflets encouraging us to buy or rather “act now” because you don’t want to miss this deal. What some salespeople and companies don’t realise is that regardless of their targets or quotas, the customer has to need or want the product or service. Competition is tough, but not that tough where companies should feel the need to pressure their staff into selling something that a potential customer does not need or want. Even companies that we do business with sometimes miss the point of valuing their existing customers.
My husband and I recently received a letter from our bank, stating that they have tried to contact us on several occasions to no avail. The account manager did not even provide his full name, only his initials and as for trying to contact us.. they only had our mobile numbers, email addresses, home phone number and an on-line banking messaging facility to do this…. hmmmm this was obviously a ploy to get us to arrange an appointment to “review” our services hoping that we will buy more. This is sadly the standard way that a lot of companies are managing customers these days, but is it the right way and what are their competitors doing? Maybe we would have contacted them if their approach was more personal.
When I was a kid, the biggest running jokes were the encyclopedia salesman and of course the stereotypical used car salesman. In most cases, these salesmen were “groomed” to persuade the customer that they wanted what they were selling, without finding out what they actually needed or wanted. Countless families ended up with a set of bulky, dusty books that quickly became outdated. (my family were one of them) What do I remember from these antique paperweights? The pictures of course and being one of the lucky ones that didn’t have to carry the box of bulkiness when we moved to another home. As for the used car salesmen, well.. you only have watch the movie “Used Cars” to know what I’m talking about.
So without further ado, here are my 5 tips on how NOT to sell:
- Do not treat selling as an art- (You may be a sales genius, but leave the art factor to Michelangelo please)
- Do not hustle your customers- (I know this is quite a harsh statement, but customers will only remain loyal to you if you provide an honest service, quality products and good value for money)
- Do not treat sales as a transaction- (Yes, it is a transaction however; if you are purely treating it as a transaction you are missing out on providing a good customer experience)
- Do not treat selling as a science- (Okay, for some it may be considered to be a formula or experiment relating to the perfect way to seal the deal, but try thinking more about how you will continue to keep the customer coming back)
- Do not guilt your customers into buying- (Informing your customers that you will win a holiday in the Caribbean for two if they buy your product or service is well…. wrong and I’m sure you’ll agree)
Now for those of you who know me, it’ll be quite clear that I’ll be finishing this blog off on a positive note…
Here is what selling means to me:
- Selling is finding out the customers need and then filling it
- Selling is all about relationship building
- Selling is about trust
- Selling is coming to a mutual agreement
By the way, I like being sold to if the salesperson has done their research and really cares about what I want or need. That’s not an Art..that’s a Skill.
Thanks for reading!