Five Things More Important to Buyers than WHAT Youre Selling - I

Article I of a two-part series.

No matter what customers say they want, what they're really looking for is "something special." They can't quite describe it, but when they find it, they know.

Indeed, those little details of the buying experience may appear intangible. But what you sell is usually less important to customers, almost incidental--unless they don't get what they expected.

As Walt Disney said, "Do what you do so well that people want to bring their friends to see you do it again." Any business able to satisfy customers in these five ways will consistently beat the competition.

NOTICE: More important than WHAT you provide, is HOW you provide it.

So much attention is paid to the WHAT, the HOW often takes a backseat. Yet it's the quality of your HOW that determines whether the sale is made or lost. Buyers focused only on price are likely to be one-time visitors, but even they sometimes decide the cheapest price "just isn't worth it."

1. How well they're treated

People (even business buyers) care about the human touch. They want to be treated with respect and fairness. They want to feel like valued customers--whose time and opinions matter. If people can't trust you to treat them right, they certainly won't trust you with their money. Whether or not the sale occurs depends on whether the customer feels taken for granted--or taken.

Equally important is how the business deals with problems or complaints as they arise. Making mistakes needn't be fatal, customers understand that. However, the willingness to fix them and minimize their impact on the buyer is crucial. Solving it immediately, with the right attitude, can even strengthen the bond. But fumbling the ball a second time simply isn't forgiven.

2. How efficiently the buying process went

From start to end, did each step of the sale go smoothly? Could the buyers get the answers or help they needed? Could they find what they came for (or why not)? Was the operation arranged to accommodate them? their time frame? Were prices and payment options clear and easy to deal with? Can most buyers complete the transaction without triggering number 3?

3. How much aggravation they had to endure

Aggravations are of two types--those that shouldn't have happened (glitches). Or those that happen to everyone, like long waits, multiple visits, shortage of parts, etc. A buyer is willing to endure a little inconvenience, but not for long, not every time. Your job is to minimize inconveniences so they don't arise--not treat them like business as usual.

Here's where the helpful, informed employees will make or break the business. First in building customer rapport, anticipating their concerns, and avoiding problems in the first place.

4. How many mind games are played on them

Sorry to say, the word "sales" gets misused too often. Selling isn't an opportunity to manipulate the potential buyer to do what the seller wants, rather than providing the buyer what they want.

No one wants to feel like a sucker or to be mislead about prices, delivery dates, or terms of the sale. Even a hint of such treatment kills trust, kills their willingness to hear you out. And if a person feels tricked into buying, they won't buy again. Or they might cancel the sale afterward from buyer's remorse.

5. How well the business has its act together

Starting with the first impression, did everything about the business live up to its promise or reputation? If every part of the operation works smoothly as an integrated whole, consider the customer well served. When the parts are mismatched or full of snags, it screams "small potatoes." That scares business away. Even if the issues are minor, they pull the plug on trust. Fortunately, a focus on your HOW yields big benefits from quick and inexpensive solutions. For tangible ways to wipe out small potatoes signals, visit my website where I discuss this.

Get your HOWs in order, and you'll drive the competition crazy

Customers notice when they're treated well. Let your uniqueness shine in the HOW of customer-pleasing practices. It pays off in your bottom line.

(c)2004, Lynella Grant

Part II, about Internet buyers, can be read at: http://www.giantpotatoes.com/article202.htm

About The Author

Dr. Lynella Grant decodes and repairs unintended messages in the "body language" of a business. Appear to be a seasoned pro. Author "The Business Card Book" and "Stop Looking Like Small Potatoes" Off the Page Press

http://www.giantpotatoes.com, grant@giantpotatoes.com

(719) 395-9450 P.O. Box 4880 Buena Vista, CO 81211

---

Ask for the Business

Many times in the process of making a sales presentation... Read More

The Wall of Defensiveness: 7 Ways to Tear It Down

Have you ever gotten frustrated when you realize that your... Read More

Gic Number For Writing Sales Letters

When I write sales letters for my clients, one rule... Read More

The Hands On Approach

While living in the technology age where everything is computerized,... Read More

Getting Referrals

ReferralsA substantial part of your business can come from referrals.... Read More

How Improve Conversion Rates

Do you know your conversion rates? Conversion rate is the... Read More

How to Write Effective Selling Proposals

Depending upon how much you enjoy writing, writing sales proposals... Read More

The Trusted Advisor Relationship: What Is It, and What Should It Be?

For the past months, maybe a year, I've been hearing... Read More

How A Simple Greeting Or Post Card Can Turn Into Cash ? Guaranteed

I've been using a technique that has helped me to... Read More

The Struggle to Decide: The Paths Customers Take to Solve Problems

Usually my essays discuss the issues that the 'sales' method... Read More

Female Mannequins: An Overview

Female mannequins are very common in clothing stores. They are... Read More

Selling Skills - How to Handle the Dreaded Question Whats The Price?

I've written previously about how to attract customers and how... Read More

5+5 = Your Dream

JOHN DI LEMME ON "5 + 5 = Your Dream"... Read More

Impotent Questions - How Much Are They Costing You?

Last issue we talked about what motivates people to buy... Read More

Marketing Conversations, And Conversation Stoppers

Where many marketing conversations get off-track are the ones you... Read More

How To Take The Right Steps To Increase Your Selling Results

Steps - it is unrealistic for most salespeople to expect... Read More

How to Sell: Selling Tips of Master Moms

"If you don't think well of yourself, no one... Read More

Define Your Best Customer

To be more effective at developing relationships, one should always... Read More

Three Ways to Get More Referrals

When you are in the business of sales, among the... Read More

How to Generate Leads on the Internet

In the last decade, the Internet has become a major... Read More

Create a Magic Connection with Clients, Leads, and Business Associates Part II

Part I of this article explored how strategies of Neuro-Linguistic... Read More

When the Nose of the Camel is in the Tent

My new job was to sell Commercial Service Agreements. It... Read More

Nothing Happens Until Someone Sells Somthing

You can always tell a good salesperson, they are always... Read More

First, Fast, And Foremost . . .

First - being before all others. Fast - moving or... Read More

Winning Sales Proposals

Your proposal is selling for you when you're not there,... Read More

Selling -abilities : Part 2

In the last article... Read More

How to Build Sales With Extended Benefits

An area that can become profitable for many businesses in... Read More

Ten Tips for Choosing the Right Direct Sales Company

Direct sales can be your ticket to a profitable home-based... Read More

Five Keys to Make Your Cold Calls Sizzle

Do you clam up on the telephone? An advertising rep... Read More

Why People Use Long Sales Copy

Have you ever wondered why some people use long sales... Read More

Are You a Cultivator or a Harvester?

As a result of providing marketing consulting, training and coaching... Read More

Money Does Talk!

When buying something, you can buy in one of two... Read More

In Sales Service Means Business

Some businesses flourish while others slowly fade away. There's usually... Read More