By Patrick Forsyth
Grouped into logical sections, this article information the way to get purchasers to claim certain, comprehend purchaser wishes, create the suitable influence and achieve dedication.
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Additional resources for 101 Ways to Increase Your Sales (101 Ways Series
41. Using record cards Although record cards should be originated early on in any relationship with a new customer, and act as a reminder of basic details such as the customer's name and address, their use goes far beyond this simple role. They can help ensure that your approach is accurately directed, tailored to the needs of every individual customer. So the record card will, if made to contain the right information, act as a checklist to remind the salesman of a multitude of facts about the customer.
What else helps? I would mention four factors: Structure: the logic of a message is crucial. This means taking things one at a time, in bite sized pieces that both you can deal with manageably and that the customer can comprehend, and flagging or "sign posting" what is being done. Thus something that begins "You will want to know something about how we can meet your needs, what costs are involved and how quickly we can train your staff to use the equipment. Let's take your needs first, and I'll say something about reliability, then .
You must also continue to differentiate, as it is here that customers are making their most direct comparisons with your competitors. Always assume there are competitors, and never assume they are anything but professional. The factors reviewed in this section are all directed at increasing the sales effectiveness of what you do in this central area of your task. 42. What it means to be persuasive Customers want to make a buying decision their way. They want to think about whatever proposition you are making to them, they want to assess it and make what they would regard as a considered decision.