From attending industry events, to cold calling, to getting on social media, there are plenty of ways to find new customers. But sometimes a potential client will walk right through your door. The problem is, some of these prospects will be the most difficult sale of all. They are a discerning crowd. They are bargainers and negotiators, hunting for the best product at the best price. They are customers who shop around.
But don’t despair, there are ways to lock down the business of these astute investigators. Here are some best practices for getting business from customers who are also looking elsewhere.
Always offer a solution, not a product.
It’s always better to focus on how you can help make someone’s life easier, rather than giving them a product for a price. Anybody can tell you they have something you should buy, but few are able to explain how their offering will solve a problem. This strategy will have the customer thinking about how much easier their life will become after working with you, rather than how much money they will have to spend.
Speak in terms of the long term.
Forming a relationship with a customer is a marathon, not a sprint. And you should treat it that way from the first meeting. By framing your solution in terms of how it will help the customer not just in this moment, but down the road, you are expressing your commitment to their cause without words. This demographic cares about savings and best value, and that means they want a partner who is invested in improving their life today, and tomorrow.
Understand your competition.
From customer needs, to industry trends, there are many factors that demand your attention when trying to keep the clients you currently have. One of the one of the most important factors is what your competitors are doing in your space. This may include products and services they offer which you don’t, or vice versa, but without this knowledge, you can’t properly communicate how your business stacks up against the customer’s alternatives. The results of this research are invaluable and can be the key to winning over this critical customer base.
Show you understand their perspective.
If a customer tells you they can get the same product or service at a cheaper price, be sure not to immediately respond with negativity. Instead, express that you understand their perspective, and how cost is always a crucial factor, before explaining how your offering would solve the same problem but to a greater extent. For instance, while the upfront costs may be higher, your solution will actually save much more money in the long run. The point is to always be on the side of the customer and show them you understand their predicament exactly.
Display your wealth of relevant experience.
One of the most important questions a customer will have is this: “Have you dealt with this situation before?” Whether or not they ask this explicitly, always be sure to share examples of when you and your business have dealt with these situations in the past, and how your solution is working for that customer today. Every client is an individual, and they expect businesses to cater to this fact. Knowing that a company will have the expertise and practical know-how to handle their precise problem is what can make the difference between them choosing you over the competition.
- Posted by Prerna
- On September 25, 2019
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