Are You Risking The Relationship for the Sale -- And Then Losing the Sale Anyway?

The last thing you want is to sell something that's eventually returned and leaves the customer feeling frustrated. But that's what happens too often when salespeople focus exclusively on making a sale. They engage in tactics like "hard-selling," overselling, and making promises they can't keep in order to make that sale today.

Fortunately, there are better approaches to securing a happy customer and long-term profit: such as developing win-win relationships by focusing more on the customer than your bottom line; listening actively rather than monopolizing conversations; asking gently probing questions before suggesting products or services; asking permission before discussing anything personal with them; and being very clear about your obligations and guarantees.

I know. It sounds lax and soft, doesn't it? But the payoff can be enormous -- a happy customer who gets what he or she came for, and you having a customer for life that sticks with you for years to come.

The Most Important Purchase Is Not a Purchase

It may sound obvious, but most salespeople forget this truth: The most important purchase is not a purchase. After all, there's no clear sale all the time. There are good deals out there that, if you're smart in your approach and have the right products, can turn into something more long-term than just a simple sale or transaction.

As an analogy, think of it this way. A technology company might buy a one-year subscription to ProLiant's new line of servers. However, many companies are still on the older platform and, when a job comes up that either pays only part of the upgrade cost or offers a discount so they can use the newer software, they might choose to buy it. That doesn't mean they have made a purchase -- in fact, they are just using the system for that period of time and no longer investing in the product; however, there is certainly profit derived from them investing in the software for their future needs.

Now, apply the same mentality to your business. A small company buys a single back up camera for one of its employees who frequently travails a dark and desolate road; the camera doesn't work out and it is returned. The company then busies itself in finding another solution, which might come from you -- or it might not. If, however, the customer discussed their needs with you and purchased a product that they knew might be returned if it didn't meet their needs, you still have as much chance at making that sale as if they'd purchased it outright to begin with.

The point here is not to hide bad reviews, but to think in terms of the lifetime value of a customer and what you need to do to ensure that value. If you have a product that consistently sells itself, then it's likely people will buy it even if they have reservations or misgivings; if not, put more time into developing the relationship rather than just the sale.

Don't Break Trust -- Even When You Feel Like It

In business, everything boils down to trust. Without trust, there are no customers; without customers, there is no business. This means developing that trust and having it be genuine is vital to your long-term profitability and your business's survival.

As a salesperson, however, this can be extremely hard. You really want to make a sale now and satisfy your commission as quickly as possible. Overselling can be a quick way to do both, but is likely to break that trust when the customer realizes that you have not been honest or do not really have a product or service that works for them. Further, overselling gives you less of an opportunity to make a sale in the future if the customer feels taken advantage of and is unwilling to buy from you again.

What's the solution? Offer products and services that are honest, work as promised and are guaranteed. If something doesn't work exactly as promised, offer a refund -- no questions asked. Be willing to reduce your profit on this sale if it means more long-term trust in your product by making sure it actually works before delivering it.

Of course, the best way to do this is to make sure what you promise matches what you deliver -- being clear with your customer about what the product or service will do, and not pushing to sell something that really isn't what the customer wants. In many cases, salespeople are afraid to talk about a product or service in detail because it might lose its "edge" and sell less; however, if you really have a good connection with your client, they will understand and give you an opportunity in the future when they are ready for it.

Be Aware of Your Impact and Take Responsibility

It's always easier to sell something after the fact, but it is crucial to remember that every sale has its impact on you. In addition to the purchase, there may be other consequences -- such as how much time you put into developing a relationship with a customer and how much your product or service costs once it has been purchased.

Some salespeople find that the best way to make a sale is to "bait and switch" a customer by offering them a lower-priced product or service and then charging them more at the end for upgrades. This can be considered "dirty pool" by many people -- including angry customers whose money was stolen from them.

On the other hand, some business owners might ask you to make a sale that is just not ethical or profitable for your company. Your boss may smile at you and say "great job" if you do so, but your customers may have their accounts frozen or a refund denied if they decide they don't like the product. On top of that, you can be held responsible in court for the actions of the business owner -- and if he or she loses his or her license or gets taken to court for unethical behavior, that can also impact you.

The bottom line here is simple: be aware of how your sales are affecting others and make sure your decisions are as ethical as possible. Otherwise, the repercussions can be major. After all, the salesperson is only doing what he or she is told or asked to do by the person in charge -- and that's not always necessarily good.

Reach Out to Existing Customers Regularly

Nearly every successful business has a history of repeat customers -- clients who come back time and time again, year after year. If you have built a long-term relationship with them and they have been happy with your service, then it's probably very easy to get them to buy again.

Conclusion

One thing to keep in mind is that salespeople are always "on." Even when they're not in meetings, talking to customers or working on new leads, they are thinking about sales. When you're out of the office, relax and recharge -- even if you've been fired and need to talk to potential employers while looking for a new position. Don't let your work get in the way of your personal life; if you don't have an outlet, it will only build up until it explodes.

The reality is that sales skills can be learned by anyone -- even if you're particularly shy or reserved -- so long as you're willing to put in the time and effort.