Recently while visiting my father-in-law, he informed me that a sales visit from a double glazing salesman was imminent. My initial reaction was "there goes our evening together." In fact, he seemed to know it as well. He was resigned to sitting down together for a couple of hours while the salesman pressured him, cut the price in half and offered him a further reduction if he "signed up tonight"
Have you ever wondered if that's how home-owners asking us for a quotation think about us?
The fact is that people like to buy. They just hate to be "sold".
The result is that people "tune out" sales messages. That's why they fast forward TV adverts, in fact any hint of a manipulative sales message.
And that's why they take the advice of their brother-in-law about carpet cleaning, a subject he knows nothing about. It's just that they trust that he's not going to pressure them to buy something!
It's often been said that people do business with those they KNOW, LIKE and TRUST. It's this aspect of trust that is so important today.
So is there a way that you can acquire business without repelling prospects with your "sales message?" And is there a way to help yourself if you feel uncomfortable viewing yourself as a "salesman"?
The simple answer is to have a SERVICE attitude rather than a SALES approach. Old school says to "Promote, Promote, Promote." But if no-one's listening because they feel like a sales victim, what's the point?
What people want is an expert resource, an advisor to help them do what's in their own best interests. We sometimes have prospects phone us from outside the area we cover for cleaning. As soon as they realise that we do not want them as a customer, their whole attitude changes. Usually we will give free advice to help them choose a reputable cleaner. .Now that they KNOW we are not trying to "sell" them, they trust what we say. Make no mistake, people fear being "sold"
The question you should ask is...What can you do to build trust, not just make the sale?
There are a number of things. You can demonstrate your expertise first. In this way prospects can in effect "sample" you without buying.
Instead of reserving your expertise for only those who have paid you give it freely to all who ask. Give more service upfront. Educate your prospects about how they can remove their stains, or make their carpets look better for longer. If they're thinking of buying a new carpet, offer to give free advice that will help them make the best choice. Do all this WITHOUT selling.
All of this means you'll naturally be in contact more with prospects WITHOUT the fear of selling. Selling is all about "you hire me". Serving is all about your prospects even if they never hire you.
In fact, you now have multiple reasons to contacts your prospects without being perceived as a pest who is only trying to "make the sale". So you don't have to phone to ask if they've had "time to consider your offer" or if they've "made their minds up yet". That in itself builds trust. And trust leads to sales.
You are simply "serving." And people like being served. They will view you as a trusted advisor and reward you with their business.