Let’s welcome Her Excellency the Queen. She’s also the boss lady. Without her, there is no business. This may sound like a cliché to you now but it’s very true. If the customer is ‘THE’ business, then we must spend a lot of time getting to know our customer.
Who is she? What does she need? How can what we’re offering meet her needs? Know her well enough to be able to sell her something she needs (whether the customer is an individual or corporate entity, oh and the customer is king too).
During a sales call, you should make it a priority to get to know the customer. Bear in mind, before the actual meeting, you may have made some assumptions based on your research. Take the opportunity to ask the right questions and get some confirmed information on who they are and what they need. The sales call is not mainly to rattle your sales pitch, it’s also an opportunity for you to get to know your customer.
Listening is a skill that needs to be learnt and practiced. I suggest you don’t rely on your memory, it’s a good idea to take down notes you can refer to after the meeting. It’s quite annoying for a customer when you have to call them later to ask the same questions you already asked during the meeting, just because you’ve forgotten. Listen to the unspoken needs of the customer.
Why is all this important anyway? You already have a product to sell, you know the price and you are ready to make an award winning pitch to the queen.
“Assumptions are unopened windows that foolish birds fly into, and their broken bodies are evidence gathered too late.” – Bryan Davis. Never assume you know the customer or what they need. Never ever, assume. Things are not how they seem.
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