4. How to Make a Sale
Selling to your potential customers
Each of us had our own preferred way of selling. Something to consider is attending a workshop run by your local Business Link or Enterprise Agency.
People are more likely to do business with you if they feel they can trust you and see you as friendly, professional, knowledgeable and presentable.
You may find the following four-step approach useful:
1. Be prepared - Before you meet a potential customer ask yourself the following:
Åú Do I know enough about their needs and business?
Åú Are the benefits of our product and service clearly in mind ?
Åú Can they afford us?
Åú Will I be talking to the decision maker?
Åú Who are they currently buying from and how can we improve on that?
Åú What is my desired outcome from the meeting?
2. Encouraging the customer to talk.
If you ask open questions, rather than those with just ÅeyesÅf or ÅenoÅf answers, you are more likely to find out what the customer really needs. For example, ask Åewhat are you hoping to be able to do withÅf rather than Åedo you want to be able toÅf
3. Emphasise the benefits.
Always describe what your product or service offers in terms of the benefit that it will give to the customer.
4. Close the sale.
DonÅft be afraid to ask for the business. YouÅfve spent a lot of energy getting to this meeting. Even if the answer says no, you will learn a lot if you ask the customer why.
Creating a Åewin-winÅf business relationship
The goal of all your dealings with both customers and suppliers is to create a win-win relationship, where both you and the customer are satisfied. This is what leads to long lasting business relationships. Here are some tips to help you achieve this:
Åú Know what your bottom line is, as far as pricing is concerned, before you enter negotiations.
Åú DonÅft be afraid to say why you feel your price is fair and reasonable.
Åú If you make a concession, get something in return - ÅeI could reduce the price by 10% if you will buy 20 rather than 15 unitsÅf.
Åú Make sure that any concessions are inexpensive to you, but appear valuable to the customer or supplier - you might be flexible on delivery dates if your supplier reduces the price.