Last week, my husband, Garth, launched his new law firm and I spent a few days helping him get up and running.
As I answered the phone for Garth, I noticed that he was getting a LOT of sales calls. I’m sure this happens with every law firm, but what I noticed was that all of the vendors seemed particularly desperate as they had lost the business of Garth’s boss who passed away several weeks ago.
They all seemed eager to have Garth fill the gaping hole that was left by that lost business.
However, because Garth is just now starting out on his own, his needs are very different from an established firm with several attorneys and staff members. But NOT ONE vendor seemed to acknowledge that.
Every one of them – from the copy machine vendor to the yellow pages sales person – expected Garth to continue with their services at the same level as his boss. None of them were willing to budge on pricing or look for other solutions that might be a better fit.
So, why am I telling you all of this?
Because chances are good that you are making the same mistake these vendors did.
If you want to make more sales, quit focusing on yourself. Instead, pay attention to your customer and their needs.
This means you need to understand your clients’ needs, their pain points and what keeps them up and night.
Then, you need to find solutions to their problems, strive to make their lives easier and look for ways to improve their bottom line.
Show them how your product or service will make a difference for their business.
For the yellow pages sales guy, can you show what kind of results others have experienced by purchasing similar-sized ads? Can you demonstrate how an ad might help someone who’s launching their business? Do you have special pricing for new businesses?
For the copy machine salesperson, can you show how this copier will save staff time and increase productivity? Can you explain why this model will make Garth’s life so much easier than others?
If you don’t understand how someone will benefit from your product or service, your potential client won’t either.
So, take the time to figure this out.
Talk to your current clients and customers. Find out what they value most about your business. Send out a survey, call up some of your best customers or ask questions on social networks.
Then, use the feedback to mold your messaging throughout your business – on your website, collateral materials and yes, on sales calls.
If you do this right, making sales will become so much easier (and your clients will be happier too).
Do you know how do people or businesses benefit from your product or service? Do you struggle with this?
Image credit: Simon Greig