Many times clients are not interested in a sales pitch that a salesperson is trying to put up. Instead, customers tend to linger around if they find a ‘resource’ in the salesperson. Clients are meant to buy what they need, what they like or what they think they like or need. It is this simple reality that sales professionals need to understand. Salespersons either have to meet the customer’s needs with the product or create a need for the product to be able to sell successfully.
Every digital sales team applies long-term selling strategies for developing, nurturing and maintaining key client accounts. However, in a sales process, the challenge for the sales person is to understand the nuances of your customer’s behavior. Here are some quick tips to recognize the buying signals in a sale process:
- When Customer Is In A Hurry, Study Him First: Imagine a situation; Anuj has gone out for dinner at a hotel to savor on a continental cuisine, wearing his pajamas. Pramod is the waiter ready to serve him. Anuj’s body language seems to be impatient. He has set his mind on the continental cuisine and doesn’t want anything else for sure. He instructs Pramod to get the food fast. While Pramod is trying to explain to him, that the dish will take around 15 min preparation time, Anuj yet seems to be skeptical of the waiter’s verdict, while Pramod is also gauging his personality. Anuj is being pushy with words like, “fast”, “Is it done?”, “How much time more? And like. Taking a cue for the sales, a salesperson needs to deal with a similar situation tactfully. Observing the personality of the customer becomes a prime thing to do. The salesperson needs to study the customer background, his real need, his monetary capacity, authority etc. before being the resource person for his problems.
- When Customer Asks For Strategy Without Giving Any Details, Suspect Smart: Since Anuj is fond of cooking he asks Pramod, the waiter for the recipe as he visits Vaishali, a popular hangout place. Pramod suspects Anuj’s constant probing attitude. He feels, why is Anuj always asking him about recipes, what does he do with it? Does he really need it? In a similar fashion, after suspecting the actions of the customer, it is imperative to understand if the customer stands to be a prospect and accordingly tweak the sales pitch.
- When Customer Says Give me whatever you can, Give Him a Solution: Anuj stays alone and hence is a regular at Vaishali. Having ordered mostly everything here, Anuj asks Pramod to get him whatever hot is available on the kitchen desk. Instead of leaving the order open ended, Pramod decides to present him with a new option. He says he will get a new dish, “Italian Spring Dosa” this time, which Anuj has never tasted. Anuj is happy and his eyes sparkle with surprise and curiosity. Likewise, when a customer asks you to present a pre-sales on the same lines executed by his previous digital agency, you need to provide him with an out of box idea, something he has never tried. You could suggest him to prepare a video marketing creative, since it is hot selling in the digital space and how it complements his product too.
- When Customer Says, He Doesn’t have any Budgetary Constraints, Remind him about his goal: There comes a great day for Anuj when he breaks the good news of his scholarship to his friends at Vaishali. Anuj in excitement decides to throw a party to his friends and announces to Pramod, “Today is a great day! I don’t care about the budget tonight. Order whatever you’ll want!” Pramod understands the excitement, but he also wants Anuj to be realistic. Quickly, Pramod informs Anuj about the price as against the quantity ordered and suggests some dishes that won’t pinch Anuj’s pocket. In the same way, when a salesperson approaches a customer after studying him entirely, he understands customer’s goal and paying capacity. Accordingly, he must suggest a digital plan to cater to his needs.
- When Customer Says, We shall discuss & revert soon, Ask him for a feedback: After serving Anuj’s table, Pramod asks for a feedback of the food served and if they would like any changes in the taste and service catered. Anuj’s friends echo in unison – “we love the food, but a few dishes could have been better.” Just like that, if a salesperson has catered to the needs of the customer and the customer replies, “We shall discuss & revert soon”, it is a sign that the first impression of your presentation is not that appealing and a second chance could be worth a try. The salesperson, must ask the customer for his feedback. The salesperson must also analyze customer’s previous agency competitor strategy, as it will help you level up your own strategy & cater optimally.
To draw to an end, IKF believes in understanding the customer nuances before taking up a project. As British author Simon Sinek rightly puts, “100% customers are people, 100% employees are people, if you fail to understand people, you don’t understand business.”