Friday, February 4, 2011

Don’t fool your customers, respect them instead!!


Sales people run hard to generate sales. Some of them are paid on a commission basis, which puts extra pressure to score. No sales = no revenue!!
We know the ones selling ice to Eskimos, but we also know the ones deciding not to. Up to you to decide on what side of the fan you want to stand.

No sales without buyers. Those are the ones looking for valuable products at a fair price. Buyers usually do not only buy a product but also the sales person. It's like a package deal!
What makes the difference in the selling process is the credibility of the sales person and the company he/she represent. Sometimes buyers will even pay more for your product. Good on you!
You have been able to build-up such a relationship that the buyer trusts you. Ultimately that's what you are looking for. I am now talking to the ones on one side of the fan.

As for the others, things are a bit different. Those are the ones who will tell fairytale in order to sell their product. They are so convincing that buyers would even believe them. Are they good sales people? They might as they sell but in fact they are not as they probably will not sell again. That's what we call a one shot deal. They don't mind as they will ty to find another victim. What about the buyer who has been fooled by this sales person? He feels his trust has been damaged. He feels he has been misleading to buy what he thought the perfect product was. Ultimately, the result is a complete disappointment.
I wish good luck to the next sales person who will come to sell a product.

Selling is much more than closing a deal! I consider selling as a complex art of building-up a strong binding between two people and the companies they represent. It is a commitment between two persons, the seller and the buyer. It should be seen as a long term relationship where both sides have mutual respect.

The ones who fool their customers are also disrespectful with themselves.
They seem not care as they might not see the buyer again. Fact is that they see themselves everyday when looking into the mirror. But are they looking often into the mirror??

For the others on the other side of the fan, the choice is to respect their customers. It is a long term investment. Customers are also human being enjoying to be rewarded. The strongest the relationship, the most difficult it will be for the buyer to buy somewhere else. You are more than a sales person, you are an advisor to your customer.

The other day, I went to two different stores as I was looking for a new mattress. One store is the traditional family business retail shop, and the other a superstore belonging to a national chain.
The smaller retailer was the one advising not to buy the most expensive product as it would not be the proper specifications for my body. On the opposite, the sales person in the mega-store was the one to direct me to the 'crème de la crème' of the mattress. She pretended it would be the best fit due to the high price.
Being in the business myself, I was  seating on the buyer's chair for a while. Amazing that two people gave so different advises. The small retailer gained my trust as he did not selling but just advising. He would not guide me to the most expensive product but rather would suggest the right fit.
The other retailer would go for gold in trying to sell me the most expensive product.
No wonder why the small retailer still exists after more than 50 years!! He clearly made the decision not to fool his customers. The other  stands on the other side of the fan. By the way, that sales person might even sell cleaning products tomorrow and shoes the day after...

As a customer, I will be the one going back to the advisor and not the seller.
When I go back to the small retailer, I will say: "I have bought a mattress"
Should I have been going to the superstore, I would have said: " They have sold me a mattress"

So be wise enough not to fool your customers, you will be respected not to do so!!