Very often you can get caught up in long complicated marketing or sales strategies but you should never forget the 101’s. Value is still one of the best ways to not only attract customers but it’s also a great way of building long term relationships. Here are a couple quick tips on what you can do to help deliver better value to your customers.
1. Know your customer –
Some customers will always focus on price or they may have a certain requirement that you just cannot meet. Don’t be deterred or even tell them that you cannot deliver let the customer know what alternatives you can offer them and sell the benefits to them. Most of the time a need isn’t always a requirement and it’s amazing how often people buy based on the pre-sales relationship you build with them.
2. Price, is it really the deciding factor? –
Cost while important isn’t the most important factor when buying. Yes there will always be some customers who will focus on the bottom dollar however for every one of those customers there is one that is looking for that little bit extra. Pitching on price will get you only so far and there is always someone cheaper. When selling, shape your product or presentation around the products ability to provide better reliability or your ability to provide a certain level of service, focus on what you do really well and create value around this.
3. Wants and needs –
A want is not always a need. Most of the time people buy on recommendations or limited research, identifying what is ‘nice to have’ and ‘must have’ or what bells and whistles are needed can be as simple as probing a little deeper and educating your customer on the products that you offer while also clarifying any differences.
4. Know your competition –
Identify your competitors ‘soft spots’ and your strengths and craft questions around them. This doesn’t mean bad mouthing your competition but there is nothing wrong with planting the seeds of doubt. As Sun Tzu once said “If you know the enemy and know yourself, your victory will not stand in doubt” so remember to know the limitations of your competition and present around the strengths of your product.
5. Have fun –
This is often forgotten! Take the time to develop relationships with your customers, this can be as simple as a phone call or an email and when possible meet with them for a coffee or even a meal. Treat them like your extended family and repeat business and recommendations will be the end result.
If you have any more tips I would love to hear them!
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