By Patrick Forsyth
Grouped into logical sections, this article info how you can get dealers to assert certain, comprehend purchaser wishes, create the fitting influence and achieve dedication.
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Additional resources for 101 Ways to Increase Your Sales (101 Ways Series
It provides a manageable basis for dealing with the decisions involved. The following is not intended to be definitive, you may well come across people who do not fit in any of the following categories, but it provides a basis for planning and maybe for devising additional categories of your own. Certainly, it is possible to categorise customers, at least in a general sense and in a way that helps you to get off on the right foot with them, and run a better meeting thereafter. The sort of way this is usually represented is shown in the figure below contrasting just two differing factors on two axis reflecting customers' attitudes and approaches to buying and sales people.
Let them `size you up' for themselves, and do not cloud their picture of you by being flashy, brash or pushy. Some small talk is recommended. Do not expect to make a sale on your first visit to these people. Position yourself as an adviser. How to open a sale with type 3 (accommodating/warm) customers • • • • • • Expect a warm welcome, but understand that these people welcome everyone: their warmth does not necessarily mean you are particularly special. Allow them to express their feelings with some small talk, but stay in control and do not let them lose sight of the fact that you are there for business reasons.
This can only become clear progressively as the meeting and the relationship progress, and needs active noting of what is volunteered and active probing to find out more (the latter will be discussed under the heading Identifying Needs). It is these two kinds of information about customers acting together that provide a powerful basis for what you do at the meeting. There is an old saying that information is power. In selling, customer information and an understanding of it is a most necessary tool and excellence in this area can differentiate you significantly from competitors.
101 Ways to Increase Your Sales (101 Ways Series by Patrick Forsyth