Work at Home
Knowing Your Customers;
Closing the Sale
© 2003 Vishal P. Rao
Just because your business is based in your home that doesn't mean you
can afford to ignore the most important element of your success: sales.
The bottom line is that your sales ability will make or break your
business's future. Chances are, however, that unless you have a
background in sales, you lack the helpful training which will give you a
competitive advantage.
The key to closing the sale quicker and easier than you ever imagined is
to understand your customers. Below you will find some advice that will
help you get to know them a little better.
Who They Are
Not all that long ago,
customers were all pretty much the same. Most were males over thirty
with steady jobs and families to support. Generally, most salespeople
fell into a similar demographic. For that reason, buyers felt
comfortable with sellers and typically trusted their guidance
wholeheartedly.
Things have definitely changed dramatically in the last several decades.
Even if you ignore the role of technology in sales, there are still
enough changes from that old sales model described above to require a
significant shift in attitude.
For one, men are no longer the only ones doing the buying. As you
probably already know, women are out there spending their hard earned
money and making important decisions about their family's budgets.
Unfortunately, many of these women still feel treated as inferior or
"stupid" by salespeople.
Another issue that has changed is the age of buyers. Today, many young
people have enough disposable income to purchase nearly anything their
hearts' desire, especially if they don't have the added responsibilities
of excessive debt and dependents.
However, younger buyers also feel that they are not taken seriously by
sellers. You can gain an advantage with these buyers by catering to
their specific needs and by treating them with respect. It's not hard to
do, but it will definitely make a difference.
If you do most of your business over the Internet, you might even want
to stress that it provides a more equal playing ground for buyers of all
genders and ages.
One last critical point is that buyers, regardless of their age or
gender, are more informed and more knowledgeable about the products they
buy and most simply won't take your word for the benefits of your
product.
To make the sale, you'll need to show instead of just telling why your
product is a worthy investment. Use statistics and testimonials to
support your claims. Allow users to have free trials or demonstrations
before they make up their minds. When they are convinced that you are
being honest with them, that's when they will trust you with their
money.
What They Want
Each customer is an individual who will react to the sales situation in
different ways, but essentially all of them will fall into one of four
categories: decisive, inquisitive, rational, and expressive. Knowing
each customer's behavior style will let you know how to effectively meet
their needs and finalize their transaction.
Decisive customers are typically more forceful and assertive. They know
exactly what they want and don't want to waste time getting it. If you
appear knowledgeable and professional and stay focused on meeting their
needs, you will win their business.
Inquisitive customers are full of questions and want just the facts.
They are incredibly formal and come off as distant which may discourage
some salespeople. You can win their good favor by being honest about the
pros and cons of your product. Also, never pressure them into making a
decision. If you wait patiently, your efforts will be rewarded.
Rational customers are the easiest to work with. They ask questions,
avoid conflict, and seem relaxed. They are friendly but no overly so,
but don't try to put one over on them or they'll spot it right away. To
succeed, stress guarantees, encourage them to get a second opinion, and
present everything logically.
Finally, expressive customers are the ones you'll always remember. They
are full of enthusiasm, very animated, and always upbeat. Unfortunately,
they are not concerned with time and will delay making a decision for as
long as possible. To win them, focus on telling your own stories about
the product instead of just the facts. You'll also need to keep
encouraging them to make a decision or they may never reach one.
If you don't have much interpersonal interaction with your customers,
you still need to understand these four behavior types. For one, your
sales writing will need to captivate all of them in order to turn them
into customers. If you leave out a mention of a money back guarantee,
for example, you may have a hard time convincing those rational buyers
to spend their cash.
The bottom line is that all customers, regardless of their demographics
or behavior style, want two things: quality and quantity. If you can
convince them that you offer both, then you have closed the sale.
Resource box:
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For opportunities, ideas and resources to start a home based business,
visit:
http://www.home-based-business-opportunities.com
For more articles by the author, visit:
http://www.home-based-business-opportunities.com/library/reprints.shtml
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