Win or lose, did you know you can learn from every sale? What the biggest lesson to need to know? It’s simple. You learn why do you customers buy from you?
Why Do Customer’s Buy?
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.
The main reason why prospects buy is their perceived value of the products they purchase. That is what you need to learn from every sale. You need to find out what is it that your prospects value in the solutions you are selling. In other words, you need to speak in YOUR customer’s language.
Speak The Customer’s Language
You will win more sales if you think and speak in your customer’s language, however many sales representatives have 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.
How to Learn From Every Sale
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. There are plenty of lessons to learn on lost sales too, so why not ask for a follow up appointment?
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 ask for referrals!
Let Your Customers Teach You What You Need to Learn From Every Sale
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.
Looking for more ways to learn how to speak your customer’s language so you can win more sales? Download our free eBook, How to Validate Your Buyers and Close More Sales Faster from the B2B Sales Connections Free Download Centre.
Aim Higher!
Susan A. Enns, B2B Sales Coach and Author
Schedule a free sales coaching strategy session with Susan here.
“… what I can tell anyone, is simply this – If you want to learn and understand sales, talk to Susan.”
Do you have a question about sales? You’re not alone. Most salespeople have questions like this on how they can sell more. For the right answers, check out my book, Ask the Sales Coach-Practical Answers to the Questions Sales People Ask Most.
