Upon seeing the offer of a well-recognized organization to join their network at no cost, I eagerly registered. They enjoy an excellent reputation. However, prior to making a commitment, I wanted to take the time to understand all of their offerings. But upon experiencing the episode detailed below, my perspective dramatically changed.
1. No research was done prior to a representative calling me
A representative of the organization called to essentially ask who I am, what I offer etc. Had she researched my website first (initially entered for membership) there would have been no need to ask those questions.
Familiarize yourself with the prospective client before contact!
2. Original offer was ignored
Although I registered due to the zero cost offer, the representative launched into a narrative about all of the advantages to be received when I pay for their $1,000 annual service.
Consistency and facts with the client’s perspective first need to be kept in mind.
3. Did not listen
I explained that my preference was to understand the organization prior to making any financial commitment. The representative repeated the long list of advantages to becoming a paying member.
Not listening to your client builds dis-trust.
4. Declining value
Out of curiosity, I kept listening to the representative who over and over repeated the same benefits to becoming a paying member. Worse yet, she kept dropping her price. The final and lowest offer was an annual payment of $100- a long way down the chute from the original $1,000. Credibility was killed.
Never ever devalue what you have to sell!
The sales mantra for getting a sale is to find 3-5 needs of your client that you may satisfy and enhance the outcome with your unique solutions. But to gain approval, the requirement is to build the relationship, value and trust. The sales representative unfortunately went in the wrong direction. The end result of the conversation was to discourage me from exploring the site altogether.
A better approach
The better way to approach a new prospective client who may register on your site is to research their website first. Find something of common interest to use as your opening remark. Then ask questions as to why they are interested in your site. Listen well, and as you hear their answers, of those that stimulate curiosity, ask additional questions.
When you have the answers you are seeking, then it is your turn to present ideas that may be of interest. But once again use a question format and ask for their thought on the idea. In order to make a sale, 3-5 agreements throughout the conversation are the rule of thumb.
Lastly, use the opposite method of what was described above. Offer three possibilities, beginning with the least expensive. In this manner, you increase the value in your service. Allow quiet time for your prospective client to choose.
By following these suggestions, you build trust and integrity in your personal brand and service. Upon enjoying the experience of working with you, your clients will provide repeat business, referrals and testimonials.
Time after time, all of this will lead you to experiencing the Smooth Sale!
Elinor Stutz, CEO of Smooth Sale, (800) 704-1499; authored “INSPIRED Business A New View for Building Business and Communities”; “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, and “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”.