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What a Customer Remembers

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.

Guiding Your Customers: The Steps to Take

Every sale should follow a pattern, especially for cars for sale Surrey: a determination of need followed by suggested solutions, following up with a closing aimed at conveying a product or service to satisfy that need. The benefits of these approaches allow you to open the door to new or repeated activities. Some steps are straightforward, but some are also cyclical. All of them are crucial to your customer service.

Greeting the Customer

Beyond the initial “hello and how are you,” serve the customer by reminding her of opportunities and deadlines. “It’s on special today!”

Whetting the Customer’s Appetite

“As you know, the [product] has been well received and has no competition. Therefore, it isn’t necessary to reduce the price. What we do is make available a selection of trial sizes. The value of this product selection is larger than the value of the [product] you seek. You could say that the [product] is free.”

Focusing on the specific product

“You’ve tried the [product] and had good results. This would be a good time to take advantage of more of these specials to continue the outstanding progress you have made.”

Identifying and promoting the entire line

“You’ve been a [product] user for about two months, and the results have been outstanding. We have other products in the line that might be of interest. You indicated that you also had another problem we might address. Here is a potential solution, but you’ll not know until you try it. We’re making it available to you today for half-price. And it’s guaranteed.”

Bootstrap a Non-related Product

“I noted, when I walked into your office, that there is a way to cut your overhead while still obtaining the flexibility of results you’ve come to expect. I have another product to show you. When would be a good time to schedule a demonstration? How about tomorrow at 9 a.m.?”

Prepping the Upcoming Product or Opportunity

“At the first of the month we will have a product that eclipses what you have installed on the factory floor. It has features that are not on the machines you have. Yes, it will cost a small amount more, but I can prove to you that the unit of output will be far less expensive and you will be able to boost production.

There’s more to this, of course, but this is the place to start.