Business Corner

Selling more to existing customers

Today’s customers are extremely sophisticated and well-informed. They know when a salesperson is simply trying to load them up with product or is adding genuine value.

An untapped source
The greatest untapped source of increased sales is your present customer base. Salespeople who act as consultants may have a better chance of increasing sales to existing customers. Here are eight ways to sell more to present customers:

• Focus on the customer, the customer, the customer. Show customers you’re playing for the long-term, not the quick hit. It’s not what you want to sell that counts -- it’s recognizing what the customer wants to buy.
• Know your products or services. Customers look for salespeople who have a thorough knowledge of what they’re selling. They value technical support most highly.
• Be organized. Customers like salespeople who come prepared and don’t waste their time.
• Be prompt. They expect quick replies to requests for information, especially when they have problems or questions.
• Follow through. They look for reliable salespeople who follow through and stay connected long after the sale has closed.
• Offer solutions. They expect salespeople to present creative and innovative solutions to problems.
• Set goals. Customers like to deal with salespeople who set goals and establish priorities.
• Accept responsibility. Customers prefer salespeople who make no excuses for poor performance. If they make a mistake, they correct it as soon as possible without making excuses.

Tips from John R. Graham, president of Graham Communications, a sales and marketing firm based in Quincy, MA.

Reprinted from Central Vac Professional, June 2008