Last week we went over the importance of asking our customers probing questions in order to determine how they value us and/or our company. By listening intently to our customers’ needs and wants we can determine the appropriate course of action.

As I stated last week, our customers love to tell us when we have failed them. And from my past experiences I can tell you that it is very easy to take it personal and get offended. I would challenge you to refrain from doing that. Here is why? First, when we get offensive and start to explain… we tend to interrupt the customer’s dialogue and replace it with our own. We are essentially replacing their perception with that of our own. And whose perception is the one that matters? It is theirs of course. Secondly, when we interrupt the customer what we are essentially telling them is that what we have to say is more important than what they have to say. Remember, we are the ones who are asking them the probing questions to find out information. Once we have asked the questions, it is simply our job to listen to their response. See the quicker we are able to find out what their issues or problems are…the quicker we are able to solve those problems and gain credibility.

Last week we went over the importance of “understanding the customer’s perception.” I can not over emphasize or stress this enough! Yes it is important to sell “value” to our customers. But…the biggest mistake that we can make as salespeople is to sell ideas, concepts, products, promotions and programs based only on what we and/or our company considers being value and not the customer! And as I stated, if the customer does not see the “value” of what we are selling them then we must “create” it.

So how do we know what the customer considers to be value? Well we start by asking open-ended questions in order to get them to “open up” to us. Some sales people call these questions “probing questions”. These questions if asked correctly will allow you to extract whatever information that you need from your customer. Now a lot of these questions WE will already know the answer to. Because we gathered as much information as we could about the customer prior to the sales call!

Over the last 3 weeks we have discussed 3 things that were needed prior to going into the sales call when gaining credibility with our customers. First, we discussed the importance of having the right mindset. For those of you who didn’t have an opportunity to read it you can find it at EzineArticles.com by clicking on this link which was accepted a few days ago or here at randy-higgins.com.

The second week we discussed the importance of being on time with our customers and the impact that it can have on our sales if we abuse the relationship.

Last week we discussed the importance of having a strong goal. I explained that my main objective for each customer that I represented was to establish a long term relationship with them. And that I had to sell them on “myself” in order to establish credibility.

Today we are going to discuss what I consider the “meat and potatoes” of establishing credibility and loyalty with our customers. Every decision that I make regarding my customer is based on “their perceived value of me and/ or my company”. It is their perception that matters. Please understand that it doesn’t matter what value that we think that we and/or our company provide unless our customers see it the same way. And for those customers who don’t, we must be able to “CREATE VALUE” in order to establish any type of meaningful relationship with them.  So how do we do that? If you have been reading my post over the last few weeks up to this point then you already have a good idea. If you haven’t then I would challenge you to do so. Hopefully by the end of this “series” you will be well equipped with a few of the tools that I utilize for your own use to change your customer’s perception if and when YOU decide it necessary to do so!

For some of us it will seem like a lot of work. Some will want to take a “short-cut” meaning that they will sell to this type of customer whatever and whenever they can through price, convenience or etc. This is a short term fix… or rather a band-aid especially if we are expected to grow our business or our company’s business year after year. That is why it is so important to seek out a long term relationship instead. We are better off to leave the “short-term” type of selling for the customers where we have little or no other alternative. A good example would be those customers who are buying from our competition based upon loyalty. Those are the customers who are the toughest to “win” over.

Once we establish what our customer perceives to be as “value” and then proceed to give them what they want… providing it’s a “win” for everyone…we then are well on our way of establishing credibility and increasing their sales. How do we determine their needs and wants? First, by asking open-ended questions that is relevant to their business. Secondly and most importantly… by listening!

-RH

Last week we discussed the 2^nd step that I use for gaining credibility with my customers and that is, “The importance of being on time!” While I noted that everyone who is a salesperson knows the importance of being on time, I also brought up the “danger” that we all face when we become too comfortable with the relationship to the point where we begin to take advantage of the customer. How do we know whether or not we are taking advantage of the relationship that we have with our customer? One way is when we catch ourselves continuously justifying our behavior of being late by assuming that they will forgive us or that they will not mind at all! Another way that we know is when we try to justify this type of behavior because of the high level of service that we have provided! When we create this type of behavior or mindset it then becomes a habit. Once the habit takes root with that particular customer it is easily transferred to other customers as well!

Last week we went over the first step that I use in helping me to gain credibility with my customers and that was, ‘having the right mindset.” We also discussed the importance of the proper mindset prior to going into a sales meeting! Because when we go in with the right mindset we are more focused on our goals. I shared with you some of the ideas and things that I do to get into the proper frame of mind. And I also discussed the importance of Personal Development and taking the time out of your day to express “Gratitude” for your accomplishments no matter how small they seem.

Now let’s discuss about “Being on Time”, which is our 2^nd step that we need to address! Now I know what you’re thinking! You’re thinking that I certainly should know that YOU understand the importance of being on time. And that you’re probably thinking that I’m wasting your time by even bringing it up! I have no doubt that we are all responsible sales people. Otherwise we probably wouldn’t be in the position that we are in.