Asking clients about their needs is pointless. Why? Trying to address needs will take you down a slippery slope. On one hand, they are an important part of the sales process, on the other, clients aren't naïve. They won't let themselves be persuaded that they need something if they don't. And, to make it harder, they really don’t think about their needs. Often, they don’t even know what they need.
To be in with a chance of making a sale, you need to follow up on leads. If you don’t, then you lose the connection, and the lead goes cold. Yes, I know you know that. But are you doing it? Enough?
Experienced sales professionals know that it’s generally easier and faster to sell to current customers who know your company’s brand than to new customers who do not. ‘You’re 60-70% likely to sell to an existing customer, compared to the 5-20% likelihood of selling to a new prospect,’ reported Hubspot.1
You aren’t always selling products and services that you have influence over. The competition has lower prices, more choice, and you can’t entice the customer with discounts, promotions or freebies, because your company’s policy doesn’t allow it. In such cases, I often hear from salespeople that it's not their fault that the customers don’t buy. What if you find an idea for differentiating yourself from the competition...?
In sales and marketing, it’s important to know your carrots. We seem to focus on the easiest - the USPs, Unique Selling Propositions, and it is indeed important to know how to differentiate yourself from your competitors. However, don’t forget to check up on your elevator pitch. And if you want to grow, you are going to need to define your value proposition too. So, what is the difference?
In the sales world, where the number of interpersonal contacts with clients, suppliers, partners and associates is above average, it’s worth finding time to analyse what brand we’ve managed to create so far and what positive or negative consequences it creates.
In sales we are usually an optimistic, positive bunch. We like to look on the bright side, and if we didn’t then we probably wouldn’t follow up any “cool” leads, make as many calls or try and break new markets. However, we also bounce back well from a “no” and a meeting that didn’t go so well.
It sometimes happens to every sales professional. Every so often, buyers change direction in surprising and unforeseen ways.
The CSA Summit will be held for the sixth time in 2019. Here, international experts will support marketers and technical experts through a wide range of inputs on the topic of email. Some topics will be discussed in greater depth in workshops on the following day.