Providing excellent customer service is one of the premises that is implicit in any kind of sale, especially in security systems, since these will meet the protection needs of users.
by Adhir J. Uzcategui
In 2008 one of the areas that we are strengthening is the training of all security advisors throughout Latin America, but before thinking about training our sales force in sales techniques, anyone who is assigned to provide customer service, must be properly educated in security products and applications especially in this new technological era that the company provides.
The success of the past does not guarantee the future, we must return to the basics. A client undecided or unsure of what he is going to acquire, looks to the person who attends him for someone with concrete and extensive knowledge, not only in the technical characteristics, but in the tangible benefits from the point of view of the client, since that will make him feel that he is really in the hands of an expert.
Teaching process
Training should be on the company's range of security products, the additional services it provides, how to get better use of them, and how to make a smart purchase.
Sit your salesperson at your desk and consult, as if you were a customer, there is nothing more uncomfortable than talking to a salesperson who does not know or who has to ask the colleague.
Recently when visiting a bank, a suggestion had to be left before the discomfort caused by an official who, being in front of the client, had to ask his supervisor each of the steps of the process, despite the fact that the company has an ISO certification, which establishes that every person who affects the quality of the product must have the necessary skills for the position, be previously trained and measure the effectiveness of that training.
Other necessary elements are related to knowing widely the company for which it works, its mission (the reason why it exists), its vision (how it aspires to be recognized) and its values, what the security company believes in.
The other aspect is knowing how to recognize the various characteristics that drive a customer to buy. If a potential buyer is accompanied, this can be a possible influencer of the sale, you have to know how to recognize it. In security long before selling, we are providing a service, if the person who attends us understands us, it is much better. A good security salesperson must have "big ears and small ego", know how to listen more than torment the customer with details that he does not require and of course stop worrying about the "closing of the sale" and concentrate on understanding the customer and become their best purchase ally.
Much of the training received as security vendors turns out to be untrustworthy, because it focuses on what should be done to people, turning customers and colleagues into enemies to be conquered. Many people overdo it in presenting attributes of a product that the customer cares little about or values. Perhaps this information interests the expert, but most customers are not, however they buy.
Successful marketers in our area act as partners with their customers and share with them a common goal: to maximize customer success through the security products sold to them. Their dynamic is not that of "me against you", but that of "you and me facing the challenge".
The last aspect is the ability to negotiate, and for that the company must properly manage the prices and especially the periphery of its products, so that its sellers can skillfully achieve the best deal for the benefit of both the client and the company.
We must remember the importance given to the value perceived by the customer, much more than the added value; it has been said that "added value not perceived by the customer is a waste. A professional seller must comply with the following steps: make an adequate entry, so that chemistry begins with its potential buyer. The next step is a good exploration of customer needs, using for it, what I have pointed out in the previous paragraph. Then offer the customer alternatives to obtain a greater benefit and finally comes the closing, which while it is true, is to achieve a sale, more important is to achieve a loyal customer, who buys again.
We must remember that selling security is a process, which does not end when the invoice is made or charged, but ends when the customer returns for another product, because their shopping experience has been successful
These three elements, allow a person to really face a sales process successfully, all of which it is possible to acquire through training, that is what makes the difference between a good salesperson and a bad one, makes training really important, in addition to providing the necessary tools to obtain a better performance.
If you would like to receive the complete security sales process for your staff, please send me an email that we will gladly send you.
Happy Sales!!!!
*Adhir Uzcategui is the General Manager of Security Warriors Group Inc., an extension of several electronic security equipment factories for the Americas. You can contact him by writing to the email [email protected]
