In a recent tweet, salesman extraordinaire (currently speaker and multi-bestselling author), Joe Girard wrote:
“More things are bought through emotion than through logic. What are you doing to make your customer comfortable?”
What a great statement and question. And, Joe Girard should know. For 12 years in a row, he was listed in the Guiness Book of World Records as the “Greatest Salesman in the World” in terms of number of new car sales. And, we’re not talking fleet sales, but individual new cars!
He did this through relationship building second to none (literally, “Second to none!”) 🙂
In this article, let’s look at the question part of his tweet. What are we doing to make our customers/prospects comfortable?
Upon their visit, how are they being greeted? Remember, your receptionist is not only their initial contact but their first emotional connection! Does he or she make them feel welcome and comfortable, or as though they are an interruption?
When you greet them, do you have a genuine, authentic, warm smile that makes them feel … comfortable?
When you sit down with them, do you take the time to establish and develop rapport in order to make them comfortable with you? Remember, all things being equal, people will do business with, and refer business to, those people they know, like and trust.” In other words…they must buy YOU before they buy what you are selling.
During your presentation are you empathetic to their concerns and feelings? Remember, you know more about your product or service than they do, and the process that takes them through the sale. If they are feeling defensive based on their own perceived ignorance, the chances are not good that they will buy. And, even if they do, under those circumstances they will not feel good about the sale.
And, are you edifying your team so that your prospects feel comfortable in dealing with anyone and everyone in your company? This is also so important.
Whether your prospects and customers are comfortable or not is up to you. What do you do to ensure they are? Please share your thoughts and experiences with us, both as the seller and the buyer.