Knowing a consumer deeply is one of the main tasks of the sales area of a company to be successful; on this occasion the author gives some recommendations to carry out a complete analysis of his clients.
By: Adhir Uzcátegui*
The world is changing very fast and our industry is changing in the same way. It will no longer be the big one who hits the little one, it will be the fast one who will hit the slow one.
There is only one boss: the customer, and he can fire everyone in the company, from the president to the lowest rank, simply by spending his money elsewhere.
They say that when we don't know about something, we buy it for price. Your responsibility is to educate your customer on what you sell and give them enough information to value what they're buying. Imagine that I sell you a camera and I tell you that it supports 1 year of use, while the other is made with better parts and I guarantee it for 5 years, but it costs twice as much as the first. Now you have information to make your decision for another concept different at price.
How to identify my client?
You should know if your customer is male, female or can be both, how old he is, what he likes to do, what he prefers to buy, what keeps him up at night, etc. It's like meeting someone in a nightclub, but with economic interests.
Your most dissatisfied customers are your biggest source of learning.
In the face of competition, what advertising strategies are recommended to attract more customers?
The key is not to get the piece of cake taken from you but to make the cake bigger. Go out and find customers outside your premises, make home deliveries, visit your neighborhood and so by improving your services, the old customers will return. Also prepare a list of customers so you can have contact with them when you decide and not when they want.
Spend a lot of time talking to customers face-to-face. You'll be surprised how many companies don't listen to their customers. Strength lies in differences, not similarities.
How to make sure that the excess of promotions does not eat the profits of the company? You have to be careful about making promotions for any type of client, on the other hand, if your customers only buy in promotion, it is a sign that you are reaching a lower level of customers than you are looking for. Have incremental promotions, that is, put the promotion further and further away from those looking for offers and force them to make full purchases before reaching the promotion.
What to do in front of a customer who is no longer attractive? Customer who does not pay is not a customer, customer who costs you is not a customer. But you have to be sure that you have someone to replace them with. First get the substitute and then leave the bad customer.
How to control the morality and honesty of your workers? Zero tolerance, it's the only way. Patience in droves and get a shield 10 for your liver. There is an author who says that out of every 100 people, five will always try to steal, another five will never steal a pin and the other 90 will steal if they have two things: opportunity and justification. Stealing can be as simple as doing something else on your watch.
How to sell an online security? What are the differences between selling a product and a service online?
Selling a product or service online is equal to or more difficult than doing it physically, because you have to pay to get traffic on your page and today it has become a large investment. The difference is that the products must be easy to install and require the customer to have patience to receive them.
Are web pages necessary for small e-security companies? Every day it is more important to have a good website of your business regardless of size, especially if your customers are other companies or are distributed throughout the country.
The strategy for times of crisis is to differentiate through various marketing techniques, that is, to give added value to the products or services we are offering, so that customers feel that they prefer our security company. And the added value can be in some attention, in a phone call, in a gift, and even at the very moment of the sale through treatment and dialogue.
The communication that is established with the client is fundamental, not only in quantity but also in quality. The brand is the identity of a company, a product or a service, and allows differentiation in the market. Therefore, it is important that in each contact with the client the brand values are transmitted, achieving coherence between what is the company and what is projected outside.
Currently, the public has changed their consumption habits. Now, people have access to more information, which makes them more capable of purchasing. It is necessary that we have all the data related to the product and / or service, in order to provide good attention and advise correctly. What we say to the customer, its veracity and technicality, will make consumers feel comfortable and buy from us again.
The first words between the seller and the customer define the sale. Generally, the beginning of the dialogue has more to do with a personal content than commercial, so it is necessary to create a pleasant and relaxed climate, eliminating barriers and awakening the attention of the client. Our dialogue will depend on whether it is a first interview or if you are already a regular buyer. However, it is always necessary to take into account the details because the first impression that the customer builds of the seller is decisive for the rest of the sales whether it is a product, service or project.
You must find a niche in the market where your competitors have become lazy and have lost touch.
Whatever you do, do it so well that they want to see it again and bring their friends.
Happy sales!!
*If you wish you can write to the author of this article at the email: [email protected]
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