Salesmen, we all know the drill. The goal is to sell our products to as many customers as possible and walk away with a nice commission. But Mark Zokle, a national sales trainer with two decades of experience, reminds us there is a right way and a wrong way to interact with our customers. It’s not enough to make a phone call once a year when we have a new product to sling…in order to be successful, we must foster relationships with clients at all levels.
Customers prefer a sales professional that acts as a partner and business consultant. The days of self-indulgent sales are over. In order to create outreach and truly serve customers we must get to know them on a deeper level. According to Mark Zokle, this means delving into their professional and personal lives to understand their goals, hobbies, and fears. But how? In answer to this question, Mark Zokle offers the following advice:
Create an open line of communication with your client. According to Mark Zokle, this means letting them know if your product or service isn’t right for them. Allow your customer to ask you the hard questions and give them honest answers. Be frank about what your product does and doesn’t do. It’s your responsibility to ensure they have a full understanding of the benefits of having you on their team without being pushy or demeaning to them or the competition.
Stay organized. You are not a computer and likely won’t remember the important details your customer divulges after each meeting. Mark Zokle suggests using a software program that will alert you to birthdays, open houses, and even events that correspond to your customers’ interest. You can use these reminders to make a quick phone call just to say “hello,” which will keep you in the forefront of your client’s mind.