Kelly O'Neil International
Do You Want to Increase your Sales with the Affluent…Pick Up the Phone?
Have you noticed lately that your emails aren’t being read? Don’t feel bad – you aren’t alone. In fact, if you are actually reading this, I am going to be pleasantly surprised. I said it a million times before the recession…and now I am like one of those annoying evangelists who stand on the street corner. If you want to dramatically increase your sales, it is time to pick up the phone. Many marketing gurus will allude that they can simply shoot out an email or two and sell $10,000 of product while they are sleeping or that they can do a teleseminar and fill an event on one foul swoop. That might be fine and dandy if you have a list with 50,000 people on it, but for the rest of us…I am going to have to call BALONEY on that one. (And plus, it just makes the rest of us feel like we are doing something wrong.) I know for a fact that they are doing a lot more than just sending out a few emails. Most of them have teams of sales people or customer service representatives calling interested prospects. In today’s economic transition, consumers, especially affluent buyers, are not buying the same as they did before. This does not mean that the money isn’t there. It simply means that the already discerning group of spenders is reacting emotionally to the state of the economy by being even more discerning about where they invest their money. And, because they are being bombarded with sales offers they are on information overload. Information overload causes overwhelm and overwhelm causes people to get stuck. That is why your ability to establish a personal relationship with your ideal clients is critical to your success. This leads me to my second point: Marketing is Not Sales.
I think business owners are often are confused about the purpose of marketing. They attempt to use marketing efforts in place of salesâ€Śbig mistake. If you do marketing the way that I suggest, the process of marketing is everything that you do to find and attract ideal clients to you. The sales process is everything that you do to convert them from lead to customer (closing the sale and get a signed agreement or contract). Both are necessities to the success of a business. The most successful method to sell to affluent buyers is to use Relationship Selling. The affluent canâ€™t stand to feel sold. In fact, I think most people react negatively to high pressure sales. In relationship selling, high pressure is not part of the equation. In relationship selling, you become a form of support for your potential clients. Your services or products will become something they depend on, and the more you can suit their needs and make their lives easier, the better they will respond to additional sales offers. Here are a few tips to help you get on your way to mastering relationship selling to the affluent: -
Listen to your customers. They will likely tell you what they need from you if you allow them to feel comfortable and take the time to listen to them.
Ask effective questions. If they don't volunteer information, ask questions to uncover their problems and needs. Then, focus on solving problems or meeting needs rather than selling them another service or product. They'll appreciate your interest and you will, most likely, make a sale in the long run. And, even if you don't make an additional sale, customers may refer you to someone else based on the excellent service you've provided them.
Act with integrity. Don't try to sell something that will not serve their needs. If you are not the right person to help them, try to help them find someone who will. Your kindness will be long remembered and those customers are more likely to come back to you when they need your type of product or service again.
One final tip for success… Consistency is key. If they don’t buy from you the first time…that is okay. Stay in touch and keep offering value. The bottom line is…by strategically combining both sales and marketing efforts you will experience a successful amount of business growth.
Have you noticed lately that your emails aren’t being read? Don’t feel bad – you aren’t alone. In fact, if you are actually reading this,...