Customer Servces
Customers Are So Demanding!by David Rich
You’ve heard that before around the office. Chances are you’ve said that yourself. If you haven’t said it, you’ve definitely thought it. And you are right. Customers are indeed more demanding than ever before. The want more for less, sooner than later, and if you’re unwilling or unable to meet their expectations, choices abound. In my travels, if I’ve heard it once, I’ve heard it a thousand times, that customers are getting harder to sell. On the surface, I agree. The bar is higher today. The world is more competitive and that creates a buyers market. But the basics of what must happen to make a sale hasn’t changed since Eve sold Adam some bad fruit. There are four things that must be satisfied in a prospect’s mind before a decision can be made.
#1. Trust. No one ever buys, at least knowingly and willingly, from someone they do not trust. Trust can be very subjective. For some, it comes quickly. For others, it’s a time consuming and frustrating task. Trust cannot be bought, manipulated, or shortcut. It happens when it happens. Sometimes, it never happens, and the sale isn’t made. So, while trust can’t be hurried, there are things a sales person can do to make sure it isn’t lost. Those things include: sincerely believing in their product or service, avoiding old, overused sales techniques and clichés, doing exactly what they said they would do, (including showing up and calling back on time), and by being courteous and respectful at all times.
#2. Need/Want. No one ever buys something they don’t need or want. That stands to reason. It’s amazing to me how many times I’ve seen sales people spend an enormous amount of time on a prospect, only to find out there isn’t really a need. The prospect agreed there was value, but there wasn’t a need. You can’t sell aspirin if there isn’t any pain.
#3. Fit. OK, maybe the customer has a need or want, but is there a fit. They may be in pain and in need of a painkiller, but what kind. There are different kinds of products and services for different things. Someone may need shoes, but what size. To be good at selling fit, sales people must know their product inside and out, how it works, what it does, and how it is different from that of their competitors. Fit must never be taken for granted. Just because there is a need, doesn’t mean there’s a fit.
#4.Urgency. After trust, need, and fit, comes urgency. This is what trips up and frustrates most sales people. The customer trusts you, they have a need, your product fits, but there doesn’t seem to be any big hurry. Maybe it’s because the need isn’t really a need. Maybe it’s a want, and one that’s not high on the priority scale. Maybe, it’s not an urgency issue but rather a trust issue, and delaying is their non-confrontational way of getting rid of you. Or maybe, it’s simply because their pace is slower than yours. Trying to rush them will only damage trust.
So, what can be done? First, establish a time line and buying expectations up front. Then make sure on what you agree on. Make certain there is a current, and pertinent need. Offer an incentive to help entice the decision. The best incentives are well thought out and offer something practical that is tailored to each customer. Use caution however. Incentives that are tossed about too quickly and contrived will only raise red flags. Sometimes it’s best to just let the customer decide when they decide. If too much rests on a single customer, you need more customers!
Back in the 70’s, one of my favorite songs was “Two Out of Three” by Meatloaf. The point was two out of three wasn’t bad. In sales, however, you need four out of four. The absence of any one of the above essential ingredients will thwart a sale. Conquer the basics. Every sale requires trust, need, fit and urgency. It’s an all or nothing proposition.
Oh, customers can be so demanding.
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David Rich is a professional speaker and author of the book, HOW TO STAY MOTIVATED ON A DAILY BASIS! He can be reached at 1-800-717-RICH or through his web site at www.eRichIdeas.com
E-commerce