WIIFTC: what’s in it for the customer
Much has been written about sales techniques, strategy, and skills training, including closing techniques. I believe that “closing the sale” really revolves around meeting the real needs of the customer.
“What’s in it for the customer?”
“What’s in it for the customer?” It should be a question that is always on the minds of all employees, no matter what role they are performing. Customers are looking for solutions. Simply put, you must be able to provide the solution to your problem. Consider this, using construction trades as an example, if the customer is a DIY enthusiast, the problem could be as simple as recommending the correct replacement filter. If the customer is a contractor, the issue might be ensuring customer satisfaction. If the customer is a builder, the problem might be to provide maximum value with an acceptable return on their investment. Simple enough, however, providing real solutions beyond price is often the part that many sellers find very difficult. This happens because we often forget that simple concept: “What’s in it for the customer?”
Asking that simple question can help us improve our ability to surprise the customer. Everything has a “Wow” factor. The “wow” factor is an intangible set of nice and valuable features and components that make the sales process dynamic. It gives the client a sense of exhilaration and intense interest. What better way to retain customers than by improving customer service channels with a wow factor. This often means that we must start by reinforcing our brand image and our value propositions. That starts with the question of everything we do —– “What’s in it for the customer?”
Be honest with your customers
Establish what you can and cannot do early in your relationship with your customers. Don’t propose to do things you don’t know how to do, and don’t take assignments that you can’t complete or don’t know how to do. If, for whatever reason, you can’t meet an allotted deadline, be honest with them about why you can’t meet it and ask for an extension. Let them know ASAP that you can’t meet it and move on from there. If you can’t do something a customer asks of you, provide alternatives, whether that’s cultivating a little work with a subcontractor or suggesting other product lines. Not only does this make customers think you’re honest, it often results in positive word of mouth.
Insufficient promise – overdelivery
Recently my eye saw a sign in the crew area of a cruise ship. It said “Deliver the Wow! Go beyond your expectations.” I walked away reflecting on this statement. Wouldn’t the world be a better place if everyone made their job go beyond expectations? It all starts with a simple question: “What’s in it for the customer?”
Increase
Growth-enhancing initiatives, such as suggestive sales, upsells, promotional sales techniques, or follow-up sales calls to existing accounts, require more than just training. They also begin by asking that critical question: “What’s in it for the customer?”
To achieve profit in sales and profitability, there is more than just skills training. Success requires that you become customer driven, not productivity driven. What does that mean? It means productivity-driven employees are motivated to quickly handle an incoming call or counter sale to take the next call on hold or wait for the next customer in line. They serve as many clients as quickly as possible.
• There is no time available to use promotional or upsell techniques, much less to think about additional products that the customer may need.
• Simply making timely follow-up calls to customers or prospects requesting information is a problem despite good intentions.
• Unable to make outgoing sales calls due to time constraints.
To overcome this inherent, productivity-driven mindset, management must support the sales effort and train sales staff to become total solution providers. Ask the question — “What’s in it for the customer?”
A culture based on building equity in customer relationships is essential. This includes making sure you have the right staff so you can fairly serve clients the way they deserve to be treated. That builds loyalty and repeat business, which drives growth.
Progressive managers really understand what that means in terms of sales growth. They know that the constant use of suggestive selling techniques, sales, and promotions can have a dramatic impact on average order size and a higher share of each customer’s spend. Customers should always come first. This must become a culture, not just a slogan. World-class service must become a core competency if you are to create a competitive advantage and differentiate yourself from the competition. And never, never forget to ask the question — “What’s in it for the customer?”
