We’ve all had good and bad experiences with salespeople. Recently, for example, I had a great experience buying a new home from one of Winnipeg’s home builders, which made me think about this post. If you are involved with the public, read this blog about what a customer remembers. We’ll focus on two laws of customer relations: primacy and recency.
The customer will remember the first thing you say and the last thing you say. That’s why it’s always good to preview your presentation, make your presentation, and then review your presentation. In shorthand, tell me what you’re going to tell me; tell me; and then tell me what you told me. Presentation structure is important, and it points up that it must be a unity—all parts focused on the transaction.
The Law of Primacy
You never get a second chance to make a first impression. If you have literature for your customer before you make an actual presentation, use it. The customer will have a frame of reference and arrive with pertinent questions. This part of the process is a preview of coming attractions. If this is a regular customer, you know what he or she is likely to purchase, and you’re prepared.
The Body of the Presentation
As you give your presentation, ask your customer what product(s) he or she would like to consider. It is important to compare apples to apples and not mix product types. If there are two or more product types under consideration, isolate the focus on one at a time.
Assume the Sale
Don’t ask if the customer wants “something.” Determine specifically what items he wants. Communicate. You are not lecturing your customer. You may be teaching, but not lecturing. Build an ongoing dialog. Don’t ask if the customer would like to buy; ask if the customer wishes to buy a specific product. If this is an ongoing relationship, remind the customer of previously purchased items now on sale. Any time you can steer your customer to a favorable decision, you will be way ahead of the game. Here is the place to do it. Anticipate your customer’s needs. Suggest before you are asked. Be prepared to change focus as the customer changes focus.
The Law of Recency
The recency aspect may be subdivided. Summarize each category independently. Then, when you have finished your presentation and the order form is out on the desk, it’s time to summarize and restate the outstanding benefits the customer will receive from the products selected.