Free Weekly Sales Letter

March 29 ,  2008

Different Customers - Different Approaches!

The customer is always right! We have all heard that, right? I am not here today to argue too much with that point but I would like to try to add a little perspective to that saying. For me it is not about who is right and who is wrong. It is about making sure the customer gets what he or she wants. In a perfect world, every customer we ever work with would walk out of our store happy. However, as you know, we do not live in a perfect world.

The goal for every salesperson should be to establish the wants and needs of every customer and then go about satisfying them. I have been in far too many situations where I felt like a sales presentation made to me was the same one that a thousand other people had received. You may make an occasional sale here and there but you are probably not going to build up that repeat customer base that we all desire. That is why I believe it is less about who is right and more about satisfying each and everyone.

Let’s say, for example, that there are two customers looking to buy a computer and are assisted by the same salesperson. The first customer is very knowledgeable when it comes to computers and knows exactly what they want. The second customer is looking to buy their first computer and has little knowledge, but is generally a novice. Do you think the same approach is going to work for both customers? Probably not!

The first customer is probably going to take on a much bigger role in the conversation and the customer may end up just telling you exactly what they need. They do not need to hear you explain every little detail to them. With the second customer, however, you are probably going to have to walk them through the process and find out exactly what they need. You are probably going to have to ask more questions and dig a little in order to find the best fit for your customer. Two very different customers that require two very different approaches, but it is the professional salesperson that is able to adapt their presentation to fit the different needs of their customers.

So really, in my mind, it’s not about right and wrong. It is about getting each of your customers what they want and into a situation that best suits them.

FINAO - Brad Huisken, President  - IAS Training

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