10 Sales Tips for Small Business Owners.
By Peggie Arvidson-Dailey © Copyright.
Running a business is easy compared to the act of selling. As
a small business owner you started your business to deliver a
superior product or service, not to become a salesperson.
None-the-less you must master basic sales skills or risk losing
your business due to lack of clients! Here are 10 tips to help
you turn those inquiries into sales.
1. Define the benefits to the customer. You've found their pain,
now you need to come up with a cure by answering their question,
"What's in it For ME?" For instance, if you are a pet-care
provider you "make it possible for a couple to enjoy their
honeymoon in Hawaii without feeling guilty about leaving their
pet."
2. Qualify before you present. Okay, you know their pain and can
cure it. You now need to know if the person on the other end of
the phone or e-mail query is likely to buy from you. Take time
up front to ensure this a good prospect for you. When you qualify
your prospect you want to know:
a. Is this person the decision maker?
b. Does this person have a real need for what I'm selling?
c. Does this person have the budget necessary to pay for my
product or service?
d. When does this person wish to start using my product or
service?
3. Only sell to the decision maker. No matter how well your
product or service solves a client's problem, and no matter
how wonderfully you articulate that benefit – if you are selling
to someone who doesn't have the authority to purchase your
product or service, you've wasted your time.
4. It's about the relationship! Every interaction you have with
the potential client either builds or destroys their trust in
you. As Henry Ward Beecher said, "Hold yourself responsible for
a higher standard than anybody else expects of you. Never excuse
yourself." This a great mantra for anyone involved in the sales
cycle. Trust takes a long time to build and it's very easy to
destroy. Make sure every part of your relationship with the
prospect is held to your highest standard.
5. Preparation, preparation, preparation. Do you know what you
want the customer do at every step of the process? Set goals for
each step of your sales process, as well as overall sales goals
for the month, quarter and year. Create an outline and script to
get you from an inquiry to a sale. Tweak your outlines and
scripts to fit each individual customer. One size does not fit
all.
6. Questions and objections are a natural part of the sales
process. During your preparation compile a list of every
possible question and objection that you might hear. Now spend
some time creating a list of responses. Your responses should
lead back to questions eliciting more information about your
customer's pain.
7. The issue of price. If the first question they ask is "how
much does it cost?" Don't beat around the bush, answer their
question right away with a statement like, "depending on the
service plan you select our rates range from XX to XXX, I would
like to spend a couple of minutes finding out specifically which
plan is right for you." If they are comfortable with your price
range, they will continue the conversation. Remember, part of
qualifying is determining whether your potential customer has
the budget to buy from you.
BONUS TIP: By answering their question head-on you are making it
clear that you are a 'straight shooter,' a great way to build
trust!
8. Make it easy to buy from you. Has this ever happened to you?
You find a great product on a website or in a store, and you are
ready, willing and able to buy, only to find out a) you can't
find the "purchase now" button on the site, b) they need to find
out if they still have the item, or c) the clerk is busy on the
phone? Depending on your mood and free time you may wait, but
more than likely you leave without your purchase. Is it
infinitely easy for your customers to buy your product the first
time? Make it even easier for them to make a repeat purchase!
9. Ask for Feedback. No matter how good at sales you become, you
must keep your 'edge.' Ask questions to find out what you're
doing well, what your customers wish you did and why potential
customers did not buy from you. Use what you learn in your
preparation and goal setting process.
10. Have Fun. Running your own business should be fun. You've
dedicated your career to something you love. Let your personality
shine and make sure you find ways to include your customers and
associates in your good time!
The Sales process does not have to be a dreaded part of running
your business. It's the best way to watch your revenue grow.
Evaluate your current process and implement any of the missing
tips to watch your sales success grow.
================================================================
Peggie Arvidson-Dailey is the founder of Pet Care Business
University and the Pet-Care Business Success System. She
is the author of several articles on small business success,
and has been interviewed by Chamber of Commerce Radio about
"Making Your Customers Crazy...About You." As a trainer and coach
she helps people across the country create and build the pet-care
business of their dreams. Visit http://www.peggiespets.com.
================================================================