Are you selling mouse traps in the absence of mice?
Without customers there are no sales and without sales there is no business. However, customers don’t focus on the features or obvious characteristics of a product or service.
They are primarily concerned with the benefits of the product/service and how it satisfies their needs. Needs-based selling, rather than product-driven, is the way for the times we live in at present. You must be constantly asking yourself questions to find out what your customer needs.
In sales you must make a great first impression because you rarely get a second chance. It can take as little as two seconds to create an impression — good and bad, so it is critical that you prepare the right sales pitch for your business. Are you able to write sales letters that sell? Does your advert or press release attract their attention? What impression do you give the customer via body language, verbal skills and do you even listen to them?
It is important that the owner/manager recognises the differences between the various types of communication tools. When you are physically present, your voice and body language are critical in the communication process with the customer, while any written format of communication relies heavily on the word choice, sentence structure and how it is interpreted.
The Kilkenny County Enterprise Board will be a running a series of sales seminars in November in relation to sales writing and communications.