Nice and Slow Doesn’t Work Here
These days everyone is looking for a discount and most people won’t even consider shopping without an incentive; I’m becoming the same way. In my recent furniture shopping experience, I ended up not shopping at all. A few days earlier, I received a coupon in the mail, noted the sale dates, and went to the store with the intention to purchase…but left with nothing. What happened?
Upon entering the store I was greeted and headed straight for the items that I would be deciding on. After 20-25 minutes of looking, no one came over to check on my status, I didn’t even see someone that I could flag over. So I decided to wander around and check out some other items. During that time I started to think. Well… I already have a table. Do I really need this table now? Does this really fit into this month’s budget? It is on sale, but the sale price is still a bit more than I wanted to spend. In the midst of my internal conflict behold, an associate, Ron appeared. As polite (and handsome) as he was, I had already had enough time to talk myself out of the purchase. Even though I was still going to buy a table, I wasn’t going to buy a table that day.
In these hard economic times the sales window of opportunity is small; Ron’s was. We cannot give our clients any opportunity to second guess or postpone their purchase decision. Ongoing communication is key to bringing home a sale and our clients realize this…they live it! Subconsciously, when the roles are reversed and the business owner becomes the client, there is already a certain level of expectation on how they like to conduct business. This is because they too have clients and are producing proposals and designs on a regular basis to win jobs. Moreover, the majority of their sales are luxury goods; so who better to understand what it takes to capitalize on that initial desire to buy? Our clients definitely understand and exercise the importance of keeping the dialogue open and moving forward to ensure that they win the job.
Good communication starts with listening. Listening can develop our relationships by increasing the comfort level. Most people love to share details about what’s going on with them personally and professionally. Jotting down the personal details are just as important as the professional ones. For example: they may share that they have recently married or had a baby. That information is verbal gold and can bring added value to your next conversation. Some additional good practices for communication are: setting reminders on your Outlook calendar, prompt replies to their inquiries and messages, and following up emails with a phone call to ensure that all their questions have been answered.
Overall, investing time in them will make it easier and more likely for them to invest in D-Tools 5.5 now rather than later. Let’s continue to be aggressive and swift in all our client communications, including any hand holding activity that will keep them engaged and moving forward towards the close.