Page 42 - Spring Into Markets
P. 42

7. Follow‐up
• After sales follow‐up depends on the type of product and service being sold, but generally for every sale try and offer the customer some comfort that you will deal with any issues that may arise as best you can
• Customers also hold traders responsible for what happens after the sale is made, and good conscientious follow‐up will usually be rewarded with word of mouth recommendations to other potential customers
Successful selling– top tips
1: Attention
• Getting a customer’s attention sets the tone: first impressions count, so smile — even on the phone because people can hear it in your voice — be happy (but not annoyingly so) be natural, honest and professional
• Gimmicks, tricks and crafty techniques don't work, because your customers — like you — are irritated by hundreds of them every day!
2: Interest
• You have maybe 5-15 seconds in which to create some interest.
• Something begins to look interesting if it is relevant and potentially advantageous.
• You must empathise with and understand the customer’s situation and issues and be able to express yourself in their terms (i.e. talk their language)
3: Desire
• You must build rapport and trust, introduce yourself and build credibility. Ask the customer his/her name
• You must understand your competitors' capabilities and your customer’s other options. • You must obviously understand your product (specification, options, features, advantages and benefits) and particularly all relevance and implications for your customer
• You must be able to present, explain and convey your product and its benefits with credibility and enthusiasm to create the desire
4: Action
• The better stages 1 to 3 have been undertaken, the less emphasis required for the action stage
• Gentle encouragement is all that is needed
• Get the customer’s attention • Create interest
• Explain your product
• Use gentle encouragement
        42 Selling Your Products
Guide 5

   40   41   42   43   44