Keep the Conversation Going
Once you have made the sale, keep in touch with your customers. Rather than just calling and telling them that you have a new and improved IP camera for them to buy, ask them how the current system is working. What do they like? What do they find frustrating? What other business challenges have they uncovered? This approach is natural and again focuses on benefits and how the technology can be used to solve problems.
Also, try to be as specific as possible with your questions so you can unearth real opportunities. Avoid questions such as, “What else do you want?” Customers don’t always know what they want until someone shows them. As Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.”
Customers do not care about your sales quota or your company’s bottom line. They care about solving their own challenges, and so should you. By understanding your customer’s goals and objectives, you will increase your average sales and deliver the enhancements they truly need. This will create stronger, longer-term relationships for you.
Mark Collett is general manager of Sony Electronics’ Security Systems Division (pro.sony.com/bbsc/ssr/cat-securitycameras/).
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