marketing, which is letting people know what you can do, and
making sales, which is about closing the deal. In general, I
think most small businesses make more mistakes in marketing
than they do in sales because they either don't market
enough, or they try such a wide variety of "strategies" that
they and their potential customers end up confused and
frustrated.
But, assuming you've done a good job of letting people know
who you are and what you do, here's a simple process for the
closing sale:
1. People buy solutions, not products or services. Your
prospects want something that makes their lives easier,
richer or more satisfying. In general, no one buys laundry
detergent; we buy stuff to get our clothes clean.
2. We buy from people (or companies) we know. Given a
choice, I'll generally do business with someone I know
rather than with a stranger. A few goods and services are so
price-sensitive that I'll try an "off brand" at least once,
but generally I'll go with the familiar over the unfamiliar.
(This emphasizes the importance of marketing or "pre-
selling.")
3. We buy from people we like. Would you buy a car from
someone you don't like? Would you do business in an office
that makes you uncomfortable? Neither will your customers.
4. We buy from people we trust. This is THE key. In the
end, I must believe that the product or service will perform
as promised and I must trust that the seller will deliver,
every time.
When it comes to selling, here's the formula: Your customers
buy Solutions from people they Know and Like and Trust. They
will pay a substantial premium for the peace of mind that
comes from doing business with confidence. Make it easy for
your customers to feel good about doing business with you.
Quotes of the Week
“Opportunities are usually disguised by hard work, so most
people don’t recognize them.” -- Ann Landers
"To follow, without halt, one aim: That's the secret of
success." -- Anna Pavlova
"Begin somewhere; you cannot build a reputation on what you
intend to do." -- Liz Smith
“Winning is not a sometime thing. You don't win once in a
while, you don't do things right once in a while, you do
them right all the time. Winning is a habit. Unfortunately,
so is losing.” -- Vince Lombardi
“Opportunities are usually disguised by hard work, so most
people don’t recognize them.” -- Ann Landers
"To follow, without halt, one aim: That's the secret of
success." -- Anna Pavlova
"Begin somewhere; you cannot build a reputation on what you
intend to do." -- Liz Smith
“Winning is not a sometime thing. You don't win once in a
while, you don't do things right once in a while, you do
them right all the time. Winning is a habit. Unfortunately,
so is losing.” -- Vince Lombardi
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