The end goal of the sales process is not to make the sale. The end goal is to inspire people who do buy to come back and buy again. Loyalty is what it's all about. From first contact to repeat buying, the customer lifecycle involves six distinct "ages" that make up the funnel design.
This is the act of finding good leads. You do solid research on the demographics who want your products. That kind of research involves scientific sampling. You could set up questionnaires, arrange for digital surveys, and all manner of other data-gathering techniques so that you can learn from the people in your statistical sample, who have already told you that they are interested.
Not all leads will pan out. Some will be gung-ho for your product or service, but some might just be "along for the ride." By qualifying your leads, you find out the people to whom you should be marketing. Here, you move from the general to the specific. You need to find out what specific things the customers actually want. During this stage, you will interact with the customer directly for the first time, which might be face-to-face or virtual.
When your prospects turn into customers who either come into your establishment or log into your website, you must evaluate their needs correctly. Ask them pertinent questions. Listen intently. Once you know what the customers really want, you can make an offer of a product or service with confidence. As an example, if Joan wants blue pants, you do not want to offer her red pants.
You have suggested a product or service to the customer, and the customer seems to be thinking about it. You can almost hear the objection before the customer even begins to speak. "It's too expensive." "I have to talk to my spouse." "I'll come back." You have heard them all, right? Have the rebuttals ready if they become necessary. While speaking with the customer, always redirect the conversation back to ways that the product or service meets one of the customer's needs. If you highlight the value of the product or the service to the customer, you may not need any rebuttals.
5. Closing the Sale
Your sales techniques worked! The customer has purchased the item or the service. In a way, this is where the sales process truly begins. Follow up with the customer. Ask the customer, "How did things work for you?" or, "Is there anything we can improve upon?" If a customer feels like part of the team, that increases the value of the item or service the customer purchased. Never forget about the customer once the money is in the cash register.
Repeat customers are the best customers. Sale completion is just the beginning of the next sale. Always provide value. That doesn't just mean giving the customer deals the next time around. Asking for customer feedback and acknowledging that feedback is as important, if not more so, than providing "a deal." Always be honest. Respect the customer's time. Do what you say you will do. Customers are savvy, discerning, and particular in the 21st century. You have to stand out in the crowd.
We're Rubberneck Society, and we know and understand the customer journey. We can help you implement these steps to drive your profitability and help you build loyalty in every single customer. Contact us today to find out more!
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