Win or Lose, You Can Learn From Every Sale!

When you ask sales representatives why they won their last sale, they will give you answers like “Our widgets were 10 % faster.” or “We had the best service.” If you ask the same customer why they bought, however, you will hear answers like “It boosted my staff’s productivity.” or “They reduced plant downtime.” Same sale, even the same feature of that product, just a different perspective.

You will win more sales if you think and speak in your customer’s language, however many sales representatives a hard time looking at their products from that point of view. They continue to talk about features and benefits as they are written on the brochure, as opposed to the true benefit of why the customer buys.

The best way to learn to look at your products through your customer’s eyes is to ask them. Start scheduling post sale appointments or after installation follow up calls with each customer where you make a sale. You can even do the same with a prospect when you lose a sale.

Schedule these appointments between 2 weeks to one month after your customer has taken possession of your product. Ask them why they bought from you. Why did they choose you over the competition? Has your product done what they thought it would? Not only is this a great way for you to learn how to think and speak from your customer’s perspective, it’s also a great way to start a new sales opportunity with add on sales and referrals!

For detailed information about how to conduct after installation customer interviews that create new sales opportunities and improve customer loyalty, check out my book, Action Plan For Sales Success. It includes many best practices and tools used by today’s top sales performers you can use to impact your sales immediately. As one reader said, “I am working through your “Action Plan For Sales Success” … and I’d like to say THANKS for a great hands on approach, with working documents that make it easy to turn learning into ACTION.”

John Russell, President of Harley Davidson once said, “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” So ask yourself; Why did your last customer buy from you? Why did the last ten? Now answer those same questions again from the customer’s perspective.  More motivational quotes here.

Aim Higher!

Susan A. Enns, B2B Sales Coach & Author, B2B Sales Connections,, or

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