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Increasing Sales with Value-Added Sales Targeting
If you are involved in any kind of business, whether it be an Internet business, retail store, or industrial business we all rely on sales to provide revenue to sustain our business. This is true whether we sell services, products, information, or any other conceivable item we have for sale. Whatever we are selling, we need people to buy it in order for us to stay in business. This is a simple statement and most of us understand this most basic premise. What is shocking, however, is that a great many people in business today really don’t have any idea how much additional revenue they are “leaving on the table” each and every day. They don’t recognize the amount of money walking OUT their doors, or leaving their websites each day! Most of all, they don’t understand some of the most powerful techniques and options easily available to them that could double or triple their profits without spending one additional dime on advertising or promotion! The best part of this problem is that it is very easily corrected and the changes we will discuss in this publication can be implemented immediately and have almost immediate results! If you are not truly excited by this, then I don’t know what to say. I’m hoping that while you may be skeptical now rather than excited, that after reading some of this book you will then realize just how powerful this material is! I suggest that you do two things to help insure your success and maximize your results. First, plan on reading this book through twice. It is short enough that you will not have to spend hours of additional time reading it through twice. The first
time you read it, just try and digest the content. The second time you read it, try and visualize how you would apply each technique or application to your job or your business. This is where the excitement really comes into play! The second thing I would like you to do is to have a notebook with you when you read this book. Use it to write down thoughts, ideas, or notes and questions you might have. I suggest this because I don’t know how many great ideas or thoughts I have had and then forgot them by the time I got around to putting them down on paper! When I first discovered the content in these pages my mind was overrun with ideas and applications. I found it very useful, and a great time saver, to be able to write them down as they came into my mind and then be able to keep on reading. Then, when time permitted, I could go back and read what I had thought about. That might have been hours, days, or weeks later but they were all saving written down for reference. I wrote this book in the same manner that I have written all my other training books and manuals. We will start with some basics just to make sure everyone has a working knowledge of what we are talking about so no one gets left behind and others get a refresher course. This format of writing has served me, and my readers, well for many, many years and it is not going to stop now. So, please don’t skip over the basics as they are very important concepts and understanding them is critical to your success with Observation Selling! It’s as easy as one, two, three! Follow the book, follow the plan, and be successful! You will also see that I don’t believe in “filler” or lots of pictures and amusing graphics. I believe in writing in a clear and concise style to let the reader get the skills and information they need in as short a period of time as possible and to have a good time in the process. I am really not into producing “pretty or artsy” books. I am into providing quality information in an easy to read and understand format. With all of this in mind, let’s see what “Observation Selling” is all about and how it can help you and your business grab more sales than you ever thought possible!
no matter how difficult it was to find. The truth is that while these might have been reasons for making that particular purchase. you would have no chance selling it to me at any price. it was not the reason for purchasing that particular product. I tell you this because people buy things for only a few basic reasons. (Maybe a little fringe around the side but definitely nothing a comb will ever see!) I tell you that because if someone were selling hair styling gel at 90% off plus a buy one get one free sale. price or availability or any other factor will likely not convince people to buy. but it is not the reason they bought that particular product! Though you don’t know me. If a product or service does not meet any of these reasons. maybe if my daughter or wife used that brand but for me personally. Price and availability are not reasons people buy things. you get a lot of varied replies. You could advertise in every available magazine or media outlet with the finest commercials or ads using the best ad copy and the best known people making the sales pitch and you would not make many sales if one or more of the basic reasons are not addressed. I still wouldn’t be interested! Well.Anatomy of a Sale When you ask a lot of sales people why someone bought something from them. Some sales people say the purchase was made because it was on sale at a really good price. Other might it was because the item was really popular and hard to get and they just got a shipment of them in that morning. let me say that I am bald as a cue ball. It might be the reason they bought it at that particular moment. .
The product or service is a requirement of a law or government.The Basic Reasons People Buy Things People buy things for the following primary reasons: The product addresses a specific need of the customer The product makes life easier for the customer. In this case. They do not buy it because they like spending money and getting nothing immediately in return. 2) A person will buy Life Insurance because it provides security for the customer knowing that his family will be taken care of in the event that he passes away. 4) A customer purchases insect spray because they have a problem with insects and the spray will address and solve that problem. peace of mind or safety for the customer. The product fulfills a desire for the customer. the TV fulfills a need and a desire. the product provides security and peace of mind. . Let’s look at some specifics that illustrate some of these conditions: 1) A person buys a TV because he has a need or desire to watch certain shows or newscasts. 3) A customer will buy an extended warranty because of the security and peace of mind it brings with it. The product provides security. These four reasons are very wide in definition but cover all the qualifications that must be in place before a customer will buy something. The product solves a problem for the customer. In this case.
The more requirements a product can address the more valuable the product will appear and the easier it will be to close the sale. it addresses a need and makes life easier. The same could be said for certain types of insurance as well although the safety and security aspect comes into play there as well. . because it is extremely important! Spend a few moments thinking about items that you recently purchased and see which requirement(s) were satisfied in each purchase. not because they wish to give someone money to go catch a fish. In this case. Remember this.5) A homeowner will hire a cleaning service to clean their home because it makes life easier and gives them more time to do other things. 6) People pay for fishing licenses because they are required by law. Regardless of the product or service involved. at least one of these requirements comes into play. I bet you can’t think of one purchase you ever made that did not fall into one of those categories.
The sales cycle refers to the stages a customer goes through when they make a purchase. For this discussion we are just going to break it down into 3 main parts although there are several steps within each part.What Turns People from Shoppers into Buyers? One of the key elements to any sales program is taking the shoppers who visit your business and turning them into buyers. need. Stage Two: Customer starts researching and shopping around to see what products are out there. Stage Three: Customer is ready to buy and starts looking for the best place to buy and get the best overall value. or desire for a product. Those are: Stage One: Customer has a problem. It makes no difference whether you own a brick and mortar retail store or an on-line business. . You key to increasing revenue is to convert more shoppers into buyers. We only need to concern ourselves with the 3 main stages. It is important to understand the basic sales cycle.
The card. or discount coupon to take with them. . We will discuss that later on in more detail but we cannot stress enough how important it is to create a great impression of your business in the customers mind at this point. or flyer keeps you and your business in front of the customer long after they leave. This helps ensure that the customer remembers you and that there is a good reason to come back when it is time to purchase. Stage two is where the customer starts going to stores and visiting web sites to check out specific and general products that they are interested in. and possibly your last as well. Right now they are just “testing the waters” so to speak and gathering information. coupon. Let take a look at each stage and what it means to you. Stage two is a great time to give the customer some kind of literature. flyer. This is the point where we start using the Observation Selling processes to identify real needs and factors that are important to the customer. This is your first chance. It is important that while you have the attention of the customer that you provide them with important information on why it is in their best interest to buy from you. to influence the buying decision of the customer.Yes this is the sales cycle in its most basic form but you get the idea of the overall process. At this point these customers are shoppers and really not all that interested in purchasing anything. Sometimes there will be instances when someone sees a product in your store or webpage for the first time and realizes it has a value to him but for the most part. Stage one happens way before you see the customer in most cases. the customer starts thinking about the product before he comes in to the store or starts visiting web sites. your business and Observation Selling.
is where we stand the best chance of converting that shopper into a buyer. For example. the amount of time between stage two and stage three will be larger as the price of the item increases. Stage Three is when the customer is ready to buy. Generally speaking. you would spend a lot more time researching and checking out new cars than you would a new pair of pants. . Sometimes there is a short time frame between stage two and stage three and other times there is a considerable gap between the two. But the customers still need more before they purchase. that is a great start. But first we need to understand just what turns a shopper into a buyer. A sense of urgency. Finding the right product is self explanatory. Some things that turn shoppers into buyers: Finding the right product. If you have what the customer is looking for. You would visit many new dealers before purchasing but you might go to one store for the pants. Feeling safe and secure in purchasing from a certain business or web site. The perception that they are getting a great value. they are not likely to purchase and will feel a strong need to go elsewhere to see what other places have to offer as well.This is very important if you happen to be the first place the customer visits when they start looking for their new purchase. Stage three. however. Since you are the first place they went. If you happen to be among the last places on their list to visit you might have a better chance at turning them into buyers but we still need to make use of some kind of leave behind just in case.
That gives them a month to use their new product and decide what accessories they want to purchase. If you have a great reputation for being responsive to your customers then that will go a long way towards making the customer feel secure. At least not for you. If the opposite is true then you might have a long hill to claim to convince a person to buy from your business. A sense of urgency is one of the most powerful motivators when it comes to converting shoppers into buyers. when someone purchases an item. people are likely to buy on the spot because they are afraid to pass up the opportunity. Perfect examples of creating a sense of urgency are coupons with a deadline date. If what you are saying is true. Fear is a powerful motivator. after sales service are just a few of the factors that help make a person feel more secure in buying from you. free set-up. While you might not need that new mattress right now. that until the customer feels secure in buying from you. For example. The reality is. armed with their coupon. sales create a sense of urgency as well and that is the reason every business runs sales. they will not turn into buyers. They need to believe that made a good choice so they can relax and enjoy the rest of the purchase process. however. give them a coupon good for 10% off accessories purchased within the next 30 days.Feeling safe and secure is very important because customer always have to convince themselves that they made the right decision. But if you routinely do this sort of thing word will get around and your reputation will suffer. A lot of businesses overuse this fear and try and convert customers by telling them that “this price is only good for today” or “this model is being phased out later this week” and other things. Then. they will come back to you rather than go somewhere else! Generally speaking. This is where reputation and value added services come into play. . You really can’t let that happen because your reputation is your single most important asset and sales tool. that is fine. If something is hard to find or out of stock everywhere and you have some in stock. Value added services like free delivery.
there is a much higher likelihood of closing the sale and converting that customer into a buyer. . converting more of these customers into buyers results in more sales and more revenue for your business.you know you are going to need it soon and it’s on sale this week for $100 off. Since Observation Selling is all about increasing revenue from every customer. and have the right products at the right price to meet his other needs. So what do you do? You buy it this week instead of next month to save the $100? If you can legitimately create a sense of urgency in the customer’s mind.
if the purpose of Observation Selling is to “observe” then we need to know a little about body language and personal space. is so much more than words. and in our facial expressions. act. Emotions and feeling usually manifest themselves in visual “clues” in the way we stand. communications can be as much as 75-80% non verbal in nature? Communication.Body Language A Visual Look Into Feelings and Attitudes Some people say that most communication is not verbal and they are absolutely 100% correct. But do you realize. when done face to face. . So. and often valuable. If you train yourself just to listen to the words. Let’s start with personal space. in some cases. Sometimes words will not actually be spoken but you can tell with one look to someone’s face how they feel at that moment. then you are missing out on a whole load of additional. information.
We want to create a pleasant and low stress environment where people are relaxed and calm. one technique people often use when they want to intimidate people is to get right up close or “in their face” when they talk. your customer might pick that up. Always keep a healthy and safe distance from your customer when you talk to him. The important thing to remember is that when you violate someone’s space. It creates a situation where the other party feels the need to back down or back away. though. we will just touch on the main points. When this is not possible or practical. Never crowd him or get too close. So. do the demo and then step back and let the customer get in for a close look. If you are demonstrating something to the customer. It is very interesting and will help your sales performance significantly. Make sure to take notice of these feelings as they can help you decide how to best talk with the customer. Facial expressions will indicate Stress.Each of us has an area surrounding us that we call out personal space. For the purpose of this book. In fact. Body language can also give clues as to the emotional state of the customer. try and ask permission before venturing in too close or violating the customer’s personal space. Think about the last time you were talking to someone who got real close to you. It is also good to understand that YOUR body language is also a visual clue as to how you are feeling and reacting to the customer. I advise anyone wishing to know more about body language to get a book dedicated to that subject or perhaps attend a lecture or class on it. anger or uneasiness as well as happiness and excitement. This is contrary to what we are trying to create in the sale environment. If your body language conveys annoyance or impatience. they feel uncomfortable and develop a negative attitude. It is an area which we do not particularly want most people to step into. Didn’t it make you feel uncomfortable? Of course it did because that person violated your personal space. This is something we need to avoid at all costs in the selling experience. . be aware that body language is a two way street and be careful.
they adopt a closed stance and they no longer listen to what you are saying. They might stand rigid or with their arms crossed. do not consider this a personal affront or rejection. Friendly or Reserved Some people are very friendly and like others to be that way as well. They like shaking hands. In other words. They want facts and they want to know what you intend to show them and why. People with issues or problems with a product usually have such a stance when things don’t go the way they want. . Others will be guarded and suspicious and that might be reflected by a reserved or closed stance. As soon as they get angry or defensive. just what is needed and no more. These people are by nature relaxed and open to two way conversation. Their stance will be accessible and wide open as to invite you or others into their space and their conversation. No small talk. This sometimes indicates a reluctance to listen or impatience or similar feeling on the part of the customer. communicating with both types of people require different approaches. In many ways you have to become the person they expect you to be when you deal with them. If you offer to shake someone’s hand and they do not offer their in return. then you should become business like. If they expect friendly then you better be friendly. It is almost like you see a wall go up when you talk to them. If they expect business like. you should be able to adapt to each situation or variations of each.Open or Closed Stance Some people are by nature very open and unguarded and their posture and stance will reflect that. As you can guess. exchanging pleasantries. Some people love to shake hands while others just do not like it and resist attempts to do so when prompted. and entering a positive and informal conversation. No beating around the bush. Others are reserved or business like and wish to just get to the issue at hand. If they are sitting they might have their hands clasped on the desk or again folded across their chest.
observing the customer and listening to their answers. it is critical that we first disarm their negative emotions and calm them down. upset. The reason might just be that the person is afraid of germs or some minor reason like that. Since we need to discover. By asking questions. It’s not a big deal so just proceed. we can discover the root of their frustrations and deal with things more effectively. if someone comes in and is very upset because they have had a problem for a long time and no one has helped them. or a more positive state. The Neutral State Sometimes customer’s will come into your store. For example. Our goal at this point should not be to actually sell them something but to get them out of their negative state and into what we call a neutral state. or call you on the phone. Emotions & Words If you look up a word in the dictionary. However. or uncover. and it is obvious that they are angry.just pull back you hand and proceed like nothing happened. When you are dealing with someone in this state. should you try and start the sales process. A neutral state is one where a person is not angry or upset and will actually listen to you and communicate at least somewhat effectively. or frustrated. in real life. The likely response would probably not be too positive because others had probably told them the same thing. before trying to sell them anything you would first reassure them that you are there to help them and you would like to do just that. Only when people are in that state. The way we do that is by using the same skills that we will learn in Observation Selling. the emotions behind the words may give them an entirely different meaning. Reassure them again and then ask them if it is all right for you to ask some questions so you can better understand their problems and their needs. you will find one or two definitions for that particular word. the .
For this book. You just lashed out at someone not because they deserved it but because of the situation itself. you can begin the sales process and address their current needs. Doing a Quick “Body Language Scan” It is not our intent to do a complete psychological profile on our customers. It is a fascinating subject that could help you in your sales career and in your personal life as well. we just want to make you aware that emotions do influence choice of words and that it is up to you to be able to separate the words from the emotions behind them. All we want to do is get an idea of how our customer is feeling and determine the best way to approach them in the sales process. As I have said. Minimizing or reducing negative feelings is best accomplished by reassuring the customer that you are there to help them. there are entire books dedicated to this topic and it might be a great idea to read one or two to get more information on this subject. You probably can recall more than one time when you have said things in anger that you really didn’t mean. In this case that means getting them down to a neutral state. however. Once you have gained the trust and confidence of the customer. they will likely tend to exaggerate things when they talk to you. Remember our sole intent here is to . In order to have any chance of selling anything to an angry customer you must convince him that you are there to assist him in resolving his or her problem or complaint. we need to understand emotions and their effect on communications. The same can occur in a sales situation.true meaning behind what our customer is saying. If you have a customer who is angry or frustrated by something. It is up to you to get the customer calmed down to the point where you can carry on a meaningful dialogue with the customer.
Is it open or closed? Notice the facial expressions. Are they positive or negative? Then. I suggest trying to do a quick evaluation of the customer as you approach him or he approaches you. you give yourself a better chance of starting off “on the right foot” with them. You begin to develop a “sixth sense” about people as you talk to them and are able to adjust your sales process automatically. When you greet them. you can take that as your cue to go ahead with the sales process. You will find that it is usually pretty easy to spot an angry customer or a really friendly customer. Angry. adjust your approach as indicated. Body language is something that you “get the feel for” over time. Observation Selling is all about improving the rate of converting our customers from shoppers to buyers. take notice of the following: Notice the stance. Observation Selling is all about observing different things about your customer so that you can develop a customized sales experience for them. The problems start when you just listen to the words and not the entire package of information. If you detect negative feelings or frustration we need to work on that. If you find the customer to be making positive comments and they are excited. pay special attention to the first couple of comments the customer makes and try and determine if there are any emotions behind them. Once we can accomplish that. tense. By doing the evaluation before you start interaction. When you see your customer for the first time. happy or excited? Notice the reaction to your greeting. Warm and accepting or cold and tense? Listen to comments.make the customer comfortable and gain their confidence. we can go into the sales process with a much better chance at success! Always remember. Your goal is to .
. into one that will give you a far greater chance of success. Body language is just one of the things you should “observe” so you can tailor your approach. and therefore the entire customer experience.create the best experience and offer the best and most appropriate choice or products and services.
now it’s time to blow some of these myths out of the water or at least getting you to think about them more objectively. Some of these misconceptions revolve around the sales process and how we view and treat our customers. a customer may need a new car to tow their new boat. they are just misinformed or made an error in judgment. It is important that we deal with these misconceptions and look at things in the proper perspective. they go into a dealer and pick out the model they like. However. For example. Your customer may want to purchase something that he thinks will address a need but he may be mistaken in his choice of product. the customer knows what he wants but that product does not meet his needs.Sales Myths We have all grown up with common misconceptions and myths that were taught to us by those around us. So. Sales Myth Number One: Your Customers Always Know What They Want There is a difference between needing something and wanting something. In that case. Let’s address some common sales myths so we can start to get you to abandon some misconceptions about your customers and selling to them. This doesn’t mean the customer is wrong in wanting to address their needs. they do not realize that their boat weighs too much and that model could not tow their boat safely. So. In order to tow a boat their size. Some of these misconceptions alter the way we look at things and cause us problems. . they would have to get a bigger model car.
The salesperson asks some questions and figure out he used the wrong type of cable when he installed the TV. In cases like these. In some cases. These misconceptions often result in unsatisfied customers who take their frustrations out on you and your company even though it was their faulty judgments that caused the wrong product choice in the first place! Is that fair? No. . Or maybe a customer comes in and says his TV picture is blurry in Hi-Def mode but doesn’t know why. The customer might be a golfer with a specific problem with his or her swing and they relay on the salesperson to pick out the right club or accessory to help them overcome that problem. it is not but we need to keep in mind that our customers have the right and privilege to shop anywhere they wish so it is in our best interest to take as much of the guesswork out of the purchase process so our customers remain happy and satisfied. They may describe a problem or situation and it might be up to the salesperson to determine the cause and most appropriate solution. customers have to rely on the skills and knowledge of the salesperson to determine the correct products to suit their needs. customer may not even be sure of what their needs are. Sales Myth Two: Your Customers Know What They Need! Though similar in nature to Myth #1 some of our customers will come into address a need but have no idea which product will accomplish that task.Customers often have mistaken impressions about what a certain product can or cannot do and that factors into their decisions. An example of this kind of situation might be someone who has problem that he knows exists but cannot solve himself.
we have to make a determination as to whether or not it makes good business sense to agree to the customer’s demands. In reality. we would not be able to assist any of the people who purchased from us in the past! We must always remember that we need customers to survive and grow. and negotiation skills.Sales Myth Three: The Customer Is Always Right! I have written an entire book on this subject because it is one of the most common misconceptions with most salespeople. You would do more for a customer who buys a lot of products from you over long periods of time than you would for someone who buys just once every few years. It is all about the value of that customer to you and your business that determines how much or little you are willing to do for that customer. if our business was to cease to exist. we need them more than they need us. Keeping customers happy when they make unreasonable demands requires skill. But if the difference is substantial. The customer comes back and demands a better product (with a higher cost. tact. the customer is not always right but the customer is still the customer. It is our responsibility to make sure they receive the right products for their needs and that the experience they have with us is pleasant and positive. We need people to purchase our products and services. Sometimes if the difference is small we might do that just to show good faith. After all. that will threaten the future of the business. In a way. There is no one right or wrong answer. let’s say someone comes in and buys a product from you that cost them $100. We must not enter into agreements. We must always remember that the health of our business is of primary concern. or make concessions. For example. of course!) without paying the difference because he feels entitled to that as fair compensation. The product turns out to be defective or not appropriate for the way it is being used. . How you should react to this type of situation involves a lot of factors.
It is because your company makes money that it is able to give you a paycheck each and every week. as well as other things. Because of the purchases from your customers.Our customers have choices when it comes to where and what they purchase. Thinking of customers in that way helps a lot of people deal with customers differently. So. It is also help to remind yourself that your customers are the reason that your business makes money. your customers can purchase elsewhere if they do not get the right kind of experience from you and your company. for you and your family. you are able to provide food and shelter. . unless you are in the rare position of being the only source for a particular product.
What product did you buy? Did you go for the name brand product because you had more confidence. Granted it is one factor but it is one of many. felt more secure. price would be a major determining factor. $20.Sales Myth Four Price is the Major Determining Factor When Choosing to Buy! OK. and for the majority of situations. and convenience. After all. You probably went to a store where they had well known and respected name brands plus a few lower priced “off brands”. For those of you who disagree (the nerve of you!).000 vs. think about the last time you went to buy an appliance or electronics item. the place you should buy it. Did you think about price first and foremost or did you first consider the type of product. price is an important factor but a great deal of the time price is NOT a major factor is deciding what product to purchase. and the support you would receive after the purchase was made? I am very confident that most of you will answer honestly and admit that price was a factor only near the end of the process unless you were confronted with a choice of widely varying pricing. Even at that time. price enters in near the end of the decision making process. brand name. reputation. and had more peace of mind? Or did you buy the cheaper off brand product to save a few dollars? Many of us buy the product that we believe represents the best overall value rather than just the cheapest price. it often takes a back seat to other factors considered more important such as support. Yes. let’s put this one to bed right away. I will admit that if you are looking for a car and wanted either a Ferrari or a Hyundai.000 is a huge difference! But for the rest of us. For those of you who are saying “This guy is crazy! Of course price is the major factor!” just stop and think about a major purchase you made. dealer reputation. $500. .
the more expensive the product. If you are buying a $10 music player and it breaks in 5 months and you can’t get it services or replaced. the majority of people will do research on a particular product before they buy. Once they make a decision what product they intend to buy. However. he is explaining the value of the entire process.000 clothes washer or television and it broke and you had to throw it away after a few months. He will let them know about their 30 day refund policy and other benefits. the more intelligent and informed a customer is about a product. Maybe even get a measurement or two in the process. there is a pint near the end of the process where price does become a determining factor. a good salesman will let the customer know all the advantages of buying from him. At this point. the less price will be a major factor in deciding what to purchase. You really can’t fault someone for doing that but if you provide a better overall value through value added services and benefits. then the focus comes down to price. not just the price of the product. These products are designed as throw a ways anyway. It is during these research trips that salespeople get their first opportunity to convince a customer to buy from them. He will inform the customer that they are an authorized dealer and service what they sell. That might be on-line research or visiting several stores to actually see and touch the product. In short. Generally speaking.Generally speaking. you will make a larger number of sales. But if you bought a $1. Remember this because it will come into play later and give you another way to earn more money by closing bigger sales! . it’s no big deal. that’s a different story! As a rule of thumb. Granted some people will get all their information and ideas from you and then buy at the lower cost “big box” stores to get the lowest price. the more these other factors come into play.
we realized this was the place to buy because we felt more comfortable. In other words. assistant sales manager. In fact. I remember being pressured to buy a time share and to purchase an automobile because “this offer is only good for the next 15 minutes” or similar approaches. Then the invoice came with all kinds of added fees. They want to enjoy the process and to feel that their choice was validated throughout the process. Most people like the purchase process to be an enjoyable and interactive one. I know that I do not react well to hard sell approaches. We declined to sign and then were “visited by the supervisor. customers look for indications that they made the right choices when deciding what to purchase and where to purchase it from. or high pressure tactics may work for large ticket items that someone purchases only o a couple of times during their lives but do not work well for businesses relying on repeat purchases. All pressured us to sign the paper and made all kinds of statements of how the price would shoot up if we tried to buy later and how we were lucky to find the color we wanted because . Hard sell approaches. charges. After comparing that experience with stressful experiences elsewhere. I did not have a good feeling after the leaving the dealer and doubt that I would willingly go there and buy a car in the future.Sales Myth Five Hard Sales Techniques Increase Sales! There is a segment of the sales force that feels that the “hard sell” approach is the most efficient for closing sales. While I cannot speak for every customer. We went to one dealer who gave us a rock bottom price and we actually agreed to purchase the car. and extra’s. and sales manager. my last car was purchased at a dealer that was so low key and pleasant that we wound up enjoying the process so much that we bought the car right there and then.
we bought the car at another dealer and told a lot of people about the bad experience we had with this one dealer. and stability a business needs come from. security.they had 4. . Repeat business is where the safety. my personal approach is to concentrate on making the customer enjoy the sales process and making them feel wanted and appreciated instead of brow beating or threatening them into buying.345 people on a waiting list but they “liked us” and would sell the car to us first! Needless to say. Since most of us are involved with businesses selling products that rely on repeat sales.
the better products naturally will be easier sells. People do not care about features unless the features actually address one or more of their needs. Sales Myth Seven Sell The Product & Features! One of the most common mistakes new or untrained salesmen make is selling the product and its features rather than the solutions it provides to the customer. That does not necessarily mean that they sell themselves. Great products are easy to sell once you make a customer aware of the need or problem they address.Sales Myth Six Great Products Will Sell Themselves! Great products are products that meet several of the basic requirements plus one very important feature. Only from that point will the product sell itself. Once the customer is aware that the product is something of value for their needs. a good salesman will show the customer how his needs are fulfilled by the product. That means these products are desirable for a large percentage of the population. The salesman learns how to formulate his or her sales pitch to make a particular customer aware of how this product meets or exceeds their individual needs. In short. I bought a digital camera and it has more features than I will ever use and many that I don’t even understand. The salesman could talk all day until they were blue in the face and it wouldn’t mean a thing to me. I bought the camera to address a . Great products address a very common need or desire.
Give him confidence and make him feel at ease. If one product will address all their needs. The worst thing you can do is rattle off a canned sales pitch consisting of feature after feature after feature. You should be doing it for him. More sales are made when we take the customer’s needs and explain how a particular product will address them.few key needs and the salesman pointed out the features that would address those needs. Sell the solution rather than the features. If it falls short. Let him know that this product is the one that will do everything they need. . You can’t rely on the ability of a customer to figure out what feature addresses which need. explain why so the customer can make an informed decision. Make the decision easy for the customer. then explain that to the customer.
customer service people all play an important part in the customer experience and can also be a huge resource in selling products and increasing sales! We will be getting into this in more detail later but for now. how to close a deal. service techs. others in the business also have interaction and can become a valuable resource.Sales Myth Eight Only Sales People Can Successfully Sell! I have been in stores were I have been told that only salesmen can sell products. wake up and start thinking of the bigger picture! . delivery people. Though some salespeople may violently disagree. Truck drivers. you are losing valuable resources and probably a few sales along the way as well! While it is true that sales people are specifically trained on the best sales methods. everyone in a particular business should be considered a sales representative. cashiers. If your business does not feel that way. and how to interact with customers. if you don’t allow anyone other than sales people to sell your product.
With a physical store location the print ad might be enough to raise a little curiosity about the product and get them to come through the door just to look and touch the product. you go to the store. ask people about it. With an Internet based business. With Internet businesses. studies have shown that it requires multiple views of a commercial. maybe go somewhere else. the more exposures or sales pitches will be required to close a sale. print ad. touch. However. If you are looking for dishwashing detergent. multiple exposures are critical to the success of a product or business. or examine the product. If it stinks. Some studies show that it can take as many as 8-10 exposures to a viewer before they will click on the purchase link! This is because with an internet product. Generally speaking.000 if you bought a car like that. or web page before a customer will purchase. You have to rely on the web page and product description. you often cannot go anywhere to see. the higher the price of the product. see what you saw on TV and give it a try. and then buy the car. That is because there are a lot of scam sites and scam products on the Internet and good business with legitimate products pay the price because of the poor products. . all you are out is $3-4 not $20-30. do a little research. it will still take more convincing before an actual purchase is made.Sales Myth Nine Most Customers Buy the First Time They See a Great Advertisement or Webpage One common misconception is that most people buy when they first see a great ad or sales pitch. No one goes to see a car for the first time and buys it right then and there. there is a certain amount of skepticism or fear involved. You go to look and get a price. However.
Make sure you understand all of these myths and how they might influence the way you or your company does business. In many retail sales markets you might only get one chance with a customer. If you remember this you can adjust your sales strategy accordingly to position your business to pick up the future sale. Make changes to make the experience a pleasant and rewarding one if possible. If you can make the customer feel good after making their purchase you will stand an excellent chance of having them come back again and again to buy from you in the future. You can be pro-active in calling that customer or sending them follow up sales literature to bring them back into your store rather than have them go somewhere else. Also look at how these same myths might alter the way your treat a customer or respond to their inquiries.Just keep in mind that it can take several exposures to sell a product. Eliminate as many of the negative aspects as you possibly can. Because this one chance might be all you might get. you need to carefully control the sales experience. .
Sales Myth 10 What Worked Yesterday Will Work Tomorrow! I read somewhere that the definition of insanity is doing the same thing over and over but expecting different results. now you might have 200! Ask yourself what you and your business have that others don’t. The economy changes. The level of competition for customers is at the highest it has ever been. eventually our business will be left in the dust as others become more popular or more attractive to the customers. Ask yourself what you can offer that others don’t. If you can’t figure it out. you must continue to look for new sources of revenue and make changes to keep up with how the business world has changed. If we continue to do the same things we have been doing for the last 20 years. and even countries. states. to compete on a level playing field with your business and others like yours. I believe that is true 100% but I continue to be amazed and how often people do this every single day. and most important in regards to this publication. Everything around us changes every day. technology changes. The internet has allowed business in other cities. Most of all. that means finding new ways to get people to purchase from you. In today’s world. In order to “stay afloat” or continue to be profitable and grow your business. Where at one time you might have had 2 or 3 companies competing for your customers. ask yourself why would buy from your business instead of anywhere else. business changes. do you really think your customers can??? .
healthier. Well. All right! Enough background and sales basics! Let’s get to the meat and potatoes of why we’re here! Let’s get right to: . there is more competition for these sales and everyone is trying their best to grab as many sales they can. if someone has a legitimate need or problem and you have the best resolution or product to fit that need.Sales Myth 12 You Can’t Sell More In A Tough Economy! Some people are really into finding excuses for not being able to do something. The problem is. It’s always something out of their control. Even more. we will show you how to increase the size of each sale while improving customer satisfaction all at the same time! One interesting fact is that those businesses that learn how to thrive during tough times actually come out of those tough times stronger. you can sell it! While it is true that spending on certain items is reduced during a recession or in bad economic times. It’s never their fault. Using the Observation Selling skills and processes will enable you to convert more customers into buyers and thus capture more sales. Sometimes the things we learn out of necessity serve us well when times get going well again! Tough times bring along with them tough challenges as well but if we plan right and do things right there will still be great opportunities available to us. One additional benefit is that less efficient businesses often fall by the wayside during bad times and those who remain will find less overall competition in the future. and you have it at the right price. and more ready to take advantage of opportunities that now exist. there are still people with money to spend and still sales to be made. one of those people probably came up with this myth! The truth is.
our business. we create additional sales opportunities that increase our revenue and increase our profits! We take our existing customer base and develop additional revenue streams from those customers to allow our business to grow without bringing in new customers by the truckload! Most important. we do this with little or no additional costs or resources! It is an exciting process that is among the most rewarding things you can do for your business and your career! Observation Selling skills and the thought processes that go along with it. Observation selling is a process through which we learn things about ourselves. .Observation Selling! Observation Selling is more of an attitude than it is a method or a sales skill. Using this information. will provide you with skills that will serve you well. and our customers.
let’s sit back and find out how we can increase revenue with Observation Selling. All you need to add is the effort! So.Throughout the process we are going to learn more about our business and how we interact with our customers. and developing more revenue all through the way we conduct business. In order for anything to work or for any results to change. . The best part of Observation Selling is that it requires no special experience or sales skills! Anyone can implement some of the techniques and processes and almost immediately see improvement in sales closure rates and increased revenue! I am not sure that any other program or process can provide such rapid results with so little effort! Notice I said “little effort”. There is no need to wait until you have learned everything. The beauty of Observation Selling is that everything remains a “work in progress” and you can continually add or subtract things to develop the very best plan and process for you and your business! It is truly and exciting process and I recommend it to anyone who wants to create better results from the same resources and who wants to make more out of less. You have to make the time and effort to apply the things you will learn in order to see results. you must put in some effort. I can’t really call this “work” because it is a pleasant process and gets truly exciting once you see the results in front of your eyes. We are going to explore ways to use this information to create new and better ways of selling more products. You can do this and you will see results.
In reality. . We combine conventional sales practices with the powers of observation to identify new possible products and services for our customers. Observation Selling is a two pronged assault on the sales process. It involves using certain techniques and processes to make known additional opportunities with both new and existing customers. Another key aspect of Observation Selling is getting everyone who has contact with the customer involved in the sales process. But it is more than that.So Exactly What Is Observation Selling???? Observation Selling involves a process where we focus all available resources on the process of selling. The end result being more sales. and more revenue being generated. larger sales.
let’s start talking about how we can increase sales and bring in more revenue through Observation Selling. the extra sales will provide the motivation to keep honing and perfecting these skills! The bottom line is that these skills and process work. So. . Well. the processes and techniques become habit. it might at the start until you get used to it but after that. you will become aware of just how often we experience these practices. however. You will find yourself doing these things more and more without thinking.Many businesses today use some of the forms of Observation Selling and most of us really don’t recognize it. Plus. As we move ahead in the explanation of Observation Selling. is implementing these practices all the time and with all your staff! Observation Selling does not require effort. and very easy to implement. The key to the most success. they are easy to learn.
My feet hurt in the ones I have now. We do that through changing the way we interact with customers and creating an environment where customers are more likely to purchase products. or picks up the telephone and calls us. Convincing the customer to purchase is “part A” of the process and convincing them to buy from YOU is the all-important “part B”.” Salesperson: “Our running shoes are in aisle 6. With Observation Selling. we find out their needs and offer solutions. We talked about needs. desires. and problems. If you can remember earlier in the publication we talked about the reasons why people buy certain products. My feet hurt in the ones I have now. They are relived that they don’t have to keep looking for the answer to their problems because you just laid out the solution right before their eyes! Put yourself in this customer’s place. Not products.” . When a customer comes into our store. Reeboks are on sale 25% off” Customer: “Thanks!” Or: Customer: “I need a pair of running shoes. or visits our webpage. Which experience would make you more apt to buy? Customer: “I need a pair of running shoes. we sell solutions to these needs and problems not products. but solutions! Selling solutions is a great way to convert shoppers into buyers because it makes them excited to hear that a specific problem that THEY have can be easily resolved or minimized by one or more products or services that you sell.The Basic Premise of Observation Selling Observation Selling is all about increasing sales and increasing revenue.
To each customer they asked them if they wanted to purchase some Sta-Dry socks. Also. 5 bought running shoes. Let’s look at it another way: Let’s take the same store mentioned in the example above. I use Reeboks and they are the most comfortable shoes I ever had. 75 bought dress shoes. and products specific to addressing that need are suggested. and 20 bought sandals. A lot of our runners use those and swear by them. But you have a really good chance that he will go elsewhere to see what else is available.” The first customer probably went and looked at the shoes and maybe even liked them. Out of those 100 customers. Imagine if they offered dress socks or shoe polish supplies to people . Even if all 5 purchased the socks. The second customer not only receives the information he wants but also a personal recommendation and testimonial directly targeted to his or her specific problem. Not only that. Even if he finds the same shoe. it is an upsell at its most basic level but what sets it apart from ordinary upsells is that it is targeted! A customer comes in with a request. the conversion rate on the upsell would be only 5%! That is what happens with untargeted upsells or product selection. That same day they made 100 sales to 100 customers. he might buy it at another place because it is just more convenient. So out of those 100 customers. We have them on sale today at 25% off. we have cushions Sta-Dry socks which also make your feet feel a lot better during long runs. Imagine if the same company made targeted upsells or product offerings to those same customers. the need is established.Salesperson: “our running shoes are in Aisle 6. but there was a suggestion for a second purchase (the socks) that directly targets that same need and also mentions increased comfort! Some of you might be saying. only 5 would be likely to purchase the Sta-Dry socks. I have been wearing them for year with no problem. “What’s so different about this? It’s just an upsell! What’s the big deal?” Yes.
They pick a product and then try to sell it to everyone who walks through the door! Then they wonder why their sales do not improve! The fact is. I think everyone can agree that D was made by a salesperson or business that has no clue how to make add-on sales. we stand a much better chance of making that extra sale! Here are 4 attempts to make add-on sales. It’s only $5 per wheel. if we offer a customer something extra that complements their original purchase. Are you interested?” c) “That comes to $250 for the set of four tires.purchasing the dress shoes and leather conditioner to the customers purchasing the sandals. Would you like to purchase a new drain hose for your washing machine?” OK. Yet this happens more and more every day! .” b) “You have purchased a great washing machine.” d) “Congratulations on purchasing your new DVD player. Do you need an HDMI cable to connect it to your cable box? We also have TV stands on sale today. It has a one year warranty but we have an extended warranty plan that will protect you against repair bills for the next 5 years and it is really priced low. Do you think the conversion percentage would be higher? Of course it would! I know this sounds basic but so many businesses don’t even make the smallest effort to create customized product offers and upsells. You tell me which one is less likely to succeed: a) “I know you will enjoy your new HDTV flat screen TV. Would you like to have us balance the wheels for you? It will make a smoother ride and these new tires will last a lot longer.
They would be far more likely to want a healthy drink or dessert. Again. If you run an Internet business. If you don’t believe me. There are many ways to uncover the best products and therefore increase your conversion rates. If someone orders a big burger. the person ordering the salad is more likely to want to eat healthy and therefore would not be interested in fries and a garbage can sized soft drink. But go in and order a salad and you will be asked if you would like a low fat yogurt dessert or an iced tea instead of the fries and soda. For those of you who want to start making a difference NOW. That is the normal response. why not try thinking about what really “fits” the products your next customer is purchasing. Just like the burger guy is likely to want fries and that huge drink to wash it all down. Don’t have one upsell for all your customers and all your products. It’s all about conversions and getting as many people to accept the add-ons as possible. You don’t have to go into any great depth at this point. If they order a meal. Why??? Well. Chances are if you offer your customer something similar or complementary to what they are purchasing you will increase your number of upsells. Later on in this book we will go into this in depth so you will understand how to uncover the best products to offer any customer.Some businesses are starting to become aware of the need to be a little more careful when it comes to add-on sales. Create upsells for each type product that you have. they are asked if they want it large or super sized. listen the next time you walk into one of our most popular fast food chains. Just try and understand what the most common add-on product or accessory would be for that type of product and then recommend that to your customers. the cashier will always ask them if they want fries with their burger. tailor your upsells to the main product your customer is purchasing at that moment. you probably offer upsells to your customers. More on this later. But start thinking about this now! .
you will find it easier getting the attention of your customers and holding it because your customer has a need that you are addressing for them! . It will be like those “light bulb moments” you see in cartoons when the character finally understands something! Number two. Everything you will need or want to do will make sense to you. your customer will actually respond favorable if the process is done correctly! Since Observation Selling focuses on offering solutions rather than selling products. This is not anything like cold calling or going door to door trying to sell people stuff they have zero interest in buying! Number three. It is easy for three reasons.Observation Selling Works & it’s Easy! (So Why Isn’t Everyone Doing It???) Observation Selling will be one of the easiest things to do that you have ever tried. it makes selling easy because you are not really selling anything just recommending things that your customers already have shown an interest in or have a need for. Number one. the entire program is based on common sense.
process. But think about where we would be in nothing ever changed. Sometimes we get so bogged down in rules. We would still be reading by candle light and there would be no radio or television to provide us with information and entertainment. So let’s agree that change is good and allow ourselves to accept it. let’s make it easy to learn and easier to do. We all hate change. Meanwhile things continue to get worse and worse. We all want things to stay pretty much the same where we can stay in our comfort zone. let’s have fun! . In other words. you are probably thinking. Our minds hate change and fight to keep us from learning new things or changing our ways.All right. For some people. Change brings stress and stress brings with it the desire to have things stay the way they were. Businesses rely on what has worked for years and cling to the belief that it will continue to work if we just give it time. why isn’t everyone doing it? Great question and here is a great answer: This is something new and many people hate to try new things. So. and history that we cannot see what is really before our eyes! With people it is much the same reason. this means never trying anything new and resisting everyone else’s efforts to introduce change. if this is so darn easy. Medical treatment would be the same as it was in the 1800’s and our life span would be much shorter than it is now. Change doesn’t have to be painful and it doesn’t have to be hard.
that this really works! Here’s what we are going to do: 1) Pick some of your most popular products or groups of products. “Which is better. you will have to agree that making 10 small sales is better than no large sales! Yet. This way we can start to see some results and get motivated! Plus. . let’s talk about what we can do to get started NOW! Let’s discuss things you can do to get the ball rolling today. let’s get down to it and get started at a basic level. We are going to do just a few easy things just to get some additional sales coming in and prove to ourselves.Getting Started With Observation Selling! Before we get into the more “fine points” of Observation Selling. I continue to be amazed at how many businesses and people wait until they have covered everything and everything is perfect before they even start! So. and others. 10 small sales of $25 each or now sales of $300 each?” Unless your reasoning is from another planet somewhere. I politely tell them that this is just a load of crap! We don’t have to have everything in place to start the program and we can start to show results by using only a fraction of what the program is all about! I asked this to a few people and I’ll ask all your readers the same question. we will have a strong foundation on which to build new skills! It’s OK To Start Small! I have people tell me all the time that they “just aren’t ready yet” or that they are “waiting for the last piece of the puzzle” before they get started.
The best thing to do is start small and then add and change as you go. Step 1 and 2 are the most difficult steps and will probably take the most time to complete. One advantage of proceeding like this is that people get to see results and begin to accept or “buy in” to the program. After that. making the list and talking with the sales team should be able to be done quite easily! Just do these simple and very basic steps and you’re already started! Don’t get side tracked by demanding that you have everything down to the last little detail in place before you start. Then as more things are added and new processes put into place. If you try and introduce too much change at one time. Consider it a work in progress. Remember that it is always better to start small and grow than to never get started at all. 3) Make list of these products and accompanying add-ons and distribute it to your sales team. there is a good chance you will never get started at all! There is always something that can be changed or made better.2) Decide on the most popular and useful accessories or complementary products. 4) Make it understood that these add-ons should be mentioned to every customer when they buy that particular product or group of products. people might just shut everything out and not even try. . they will become enthusiastic about things and give it their best effort. If you do that.
If reliability and security are some of the things mentioned then perhaps an extended warranty might be a . Upsells Can Increase Profits Dramatically! As we previously mentioned.The Cornerstone of Observation Selling! The Customized / Targeted Upsell! We talked about the targeted upsell already but it’s time to discuss it in detail. we have to understand how and why targeted upsells work so much better and how to take more advantage of them in our business. The more of those criteria that the upsell addresses. Upsells should also address one of the fundamental reasons people purchase. it is very likely we will make a sale. or vice versa. If we find another product or accessories that are perfect for both the product and the customer. the more powerful the temptation to buy will become. In order for us to get the most out of an upsell. upsells work when they are as closely matched to both the product and the customer as possible. You would take your clues from what the customer says or mentions during the sales process. then we will probably lose the chance of making the sale. If the proposed upsell fits only the product but not the customer.
good choice.500. The match between upsell and customer is critical. the conversion rate falls even further.Converts 2 out of 10 customers X 100 customers = $1. (Remember the shoe example!) Revenue From Upsells (When each sale equals $50. then recommend a few movies that would “show off” his TV and new surround sound system. that percentage may very well be higher or lower but for our example we will use 5 out of 10. If the person mentions he is buying the TV so he can watch movies.00 Untargeted Upsell – Converts . If we try and upsell something not related to the product at all. That means you would take in more than 200% LESS revenue on that offer! Why. X 100 customers . Let’s say with a perfect upsell offer we would convert 5 out of every 10 customers. (This also appeals to the pride in the customer as well! Everyone wants to show off a new purchase!) Upsells require knowledge of the customer and knowledge of your products.00 “So-So” Upsell . If we have an upsell that doesn’t address the customers need but is still suitable for the product.000.00) Great upsell offer – Converts 5 out of 10 customers X 100 customers = $2. If either part is missing then the chances for making the sale will be drastically reduced. In other words.00 = $ 125. Depending on the product and the particular upsell offer. you need to know what products or accessories go with what products and which customer is a good candidate for that particular upsell. They do not take both sides of the relationship into consideration. That means that 5 out of every 10 people would buy something in addition to their main purchase. the conversion rate may go down to 1 or 2 out of ten. That is where most businesses go wrong. because it does not have the strength of the homeowners needs being fulfilled or the customer’s impulse to purchase behind the sale.25 out of 10 cust.
we will show you ways to uncover other opportunities that most business let simply fall through their fingers. if you present an upsell that matches or complements the original purchased product. For now. start working on those targeted upsells! After you feel comfortable with that. we will start examining some of the key elements of Observation Selling! . or solve a problem for them and you will DEFINITELY make more sales and earn more money! In the next few pages we will show you how to further define your upsells and how to create upsell offers that most closely match every customer that walks through your doors or calls you on the phone. though. and show the customer how that upsell will address any of his needs. make his or her life better. Plus.These are conservative figures but you can easily see how you can make 20 times more revenue with a carefully chosen upsell than you can trying to just pick something at random as an upsell! Even when you take the time to pick out something related to that purchase. you could easily more than double your revenue by completing the process and factor in the customer as well! I know some of you are skeptical but the fact is.
If you don’t know why people buy from you over your competition. we can create a sales environment more appropriate for closing sales when we have the opportunity. Or. The “technical term” for all of these qualities that customers love is your unique selling position. we need to have some kind of real understanding of our business and what it offers. Your unique selling position is what brings existing customers back to you and helps you bring new customers into your business. By understanding your capabilities. the product selection. and maybe even a few limitations. In any . to the customer.The Keys to Observation Selling! Observation Selling Key #1 Understanding Your Business! In order for us to take full advantage of the benefits of Observation Selling. Whatever these things are that the customer likes they need to be included in the overall sales process. Whatever the reasons. the service support to name just a few. is that they never really thought about it in that context. you are not alone. You would be surprised at the number of businesses that never bother to find out. It might be the way they are treated. just as common. and could offer. They improve their business every day to meet or beat their competition but never put everything together to define their unique selling position. It is these qualities that bring the customers back time and time again. Every solid business remains that way for providing certain benefits or desirable qualities that the customer either likes or appreciates. you need to know about your unique selling.
and price. Just ask the folks at Wal-Mart why people come back there all the time!) There are other minor factors depending on the type of business and product but generally these four sum it all up. We want to convert shoppers into buyers and buyers into upsell buyers. If you are not sure why people buy from you. you might have a fight on your hands to get new customers and even to keep the ones you have. (Yeah. I know we downplayed price before but it is a factor for some kinds of products. service or reputation. Another way to uncover parts of your unique selling position is to do a little bit of research or detective work. Do you have equivalent or better selection of products? Is your guarantee or return policy the same or better? What about other services that you offer? Is your competition better or worse at something than you are? All of these things reflect on the overall customer experience and help determine the view your customers come away with after coming in to visit your business. Ask yourself how you stack up. you are probably asking yourself “What the heck does this have to do with Observation Selling?” The answer to that is quite simple. That’s your job. People buy from you rather than other places because of four basic factors. we have to know what we can offer to the customer to help convince them to buy here and not at the next store he visits. product selection. Any positive responses that come in on most surveys can be considered benefits in the eyes of your customers. In order to do that. If you supply just one of the factors. Go around to your competition and look at what they offer to their customers. The purpose of Observation Selling is two-fold. Convenience. Now. It is not the customer’s job to convince himself to buy from you.case. . it’s time to understand your business and what brings people through your doors. If you can provide all four of these factors you will probably never hurt for customers. why not create a survey that you send or hand out to your customers? Include questions about anything you are not sure about or are thinking about changing.
The initial reservation or skepticism no longer exists. Make sure your customer understand this because he might not even know these things unless you tell them! Imagine if you fail to tell the customer your price includes free delivery and he goes to your competition and the price is $40 less. New customers are another matter. They have no history with you and may know little or nothing about your business. He is happy and starts to purchase and then finds out about the $50 delivery charge. and responds to . That is why return customers are so much easier to sell to.As you remember. of course!) You should also point out value added services you offer. (Assuming that it is. we spoke about people needing to feel comfortable with their decision of what to purchase and where to purchase it. you must give them as many reasons as it takes. They already have purchased from your before and have a certain comfort level with you and your business. BUT YOU COULD HAVE WON THAT SALE IF YOU HAD ONLY MENTIONED THIS ONE ADVANTAGE! This is not to say that you have to recite a laundry list of benefits to every customer. Perhaps you price includes free delivery while others charge $50 for delivery. it is perfectly fine to point out that your guarantee and return policy is “the best in town”. He might just buy it anyway even though he is not happy because he is there and the difference is only $10. you have to TELL THEM why they NEED to buy from you rather than your competition! That is where your unique selling position comes into play. So. While you should never “trash” your competition. In order to convince your customer to buy from you. That can be a huge factor is generating confidence in both your business and the product. Perhaps you service the products you sell and others do not. If someone comes in and wants to buy something.
if the customer has problems in the future. Then copy this list and make sure everyone in the company has a copy. or things you do better than anyone else does. there is no reason to keep telling them all your fine points unless they will help you in the future. That’s right. right now. . and then they must convince the customer that this is the place they should purchase. if someone buys a television from you and declines the extended warranty. This way. By using your Unique Selling Position throughout your sales process. write down a list of why you think your customers buy from you or should buy from you.your upsells. So. make sure they are aware that you service televisions both in and out of warranty. They must first have a product that the customer has a need or interest in. you will see an increase in sales and an increase in repeat customers. (Remember this. Write down things that you do that no one else does. then they need to overcome the customer’s initial concern or skepticism. Take this list and see if there is anything important missing or lacking. because sales now and later is another concept you need to address!) Always keep in mind that every business needs to go through a specific process to complete a sale. If your Unique Selling position is strong and used properly. you help eliminate two out of those free elements. they will call you. everyone in the company! Why? I thought you’d never ask……. For example.
right? That statement. I’ll wait…………… If I told you that your business was letting thousand and thousand of dollar in revenue fall through your hands. outside your sales force will handle those tasks. They miss out on closing a lot of sales. wait a minute. Hey. That might be delivery. By sales process I don’t necessarily mean closing sales and writing up sales orders. When does that process actually start? Sometimes it is well before your customer actually comes into your store or visits your web page! Many business sell products that require additional services after the product sale is complete. is very. setup of the equipment. The sales process starts the minute someone gets interested in something your company sells. after sales service. Regardless of the need. very true. Now that we understand that. or maybe the customer needs some assistance or an exchange of some kind.Observation Selling Key #2 Understanding Your Staff! Hopefully by now you understand just what makes your business a place where people want to shop and more important. and even generating new ones because they fail to get everyone in the company involved in making recommendations and getting involved at some level in the sales process. would you believe me? Initially you probably would but I would have caught your interest. give a copy to everyone else. unfortunately for a lot of businesses. want to buy. it is likely that other people. You have made your list and given it to all your sales people. don’t you think those people should be sales focused as well? By having your entire company focused on sales as well as their normal activities you capture yet another opportunity to generate additional sales . didn’t I ask you to give a copy of the list to everyone???? Go ahead.
sometimes the reason for needing your assistance now will uncover a whole new set of upsells! OK. The customer refused the upsell of new water hoses and dryer vent tubing but during the install the installer shows the homeowner that his existing hoses were all cracked and could burst open at any time. It might be an upgrade with credit given for the original purchase. or a complimentary product like an extended warranty. an upsell of new hose and installation. convenience sells!) b) A customer purchases a TV and it goes dead after a month or two. The customer service agent arranges for a free replacement but also offers an upsell appropriate to that product. then it will be a much easier sale to complete. they might be more inclined to at least think about purchasing the warranty at this point. c) A customer has an issue with a product they purchase and it turns out to be defective. The result. (He has the hoses on the truck. there is nothing wrong with trying to identify new needs and addressing them at the same time. All these examples have one thing in common. While the focus must always remain on the current problem and resolving it quickly. If you suggestion will help avoid a repeat of the current issue. I hear skepticism again! Let’s see if you agree with any of these examples: a) A customer has a washer or dryer delivered and set up.from each customer. the customer purchases the surge protector strip. right?? Of course he does! Remember. The result. In fact. . You take care of his set but again explain why a surge protector strip is so important as these power surges from storms are usually not covered under warranty. Since the customer had a problem. they take a customer’s new need and identify a potential sales situation that goes with it. He either brings it back for an exchange or repair under warranty.
That is the best win-win situation! Now that we are in agreement that everyone in the company needs to have the mindset that they can influence sales. it is up to you and management to provide direction and set expectations. but they can bring that info back to the store in the form of a lead! (Again. Ask delivery men and service techs (more on that later) to observe (get it. to ask them if they have it plugged into a surge protect and try and sell them one if they do not. They don’t have to close them. or even sell them. and we have something for sale that is a solution to that problem. Again. After all. inform the customer service people that any time someone comes in with a piece of electronics like a computer or TV. Give each person a few easy examples on what they can do to increase sales. I need to stress again that this should not be a hard sell situation but just identifying customer needs and providing products and services to address those needs. observe as in Observation???) the home and try and identify any other potential needs or sales.I must stress that we still are talking about selling solutions and not products or services. it is perfectly acceptable to start small. this is a new area and most of us need some direction and training in order to get started. For example. you help both your customer and your business. They might not be aware that there are special cables to hook up their new TV until they get home and find out they need them! They may also not be aware that they are doing something wrong. we would be doing both our business and our customer a disservice if we did not bring it to the attention of the customer! We must always remember that our customers might not even be aware that there is something that can help them with a current problem or need. or have purchased product not really suited for their needs unless you tell them! Granted you must always be delicate when it comes to pointing things like that out to customer but if done right. . more on that later!) The whole focus here needs to be on observing potential additional opportunities for new sales. When a customer has a problem.
If you try and notice how many opportunities you create when you deal with your private purchases you will also notice how many of them go wasted. you will also become much more efficient and much more customer responsive. you will see new and different ways to get your entire staff involved in the sales process. . Not only will you be closing more sales and making more money. When you become aware of this.
Before we get started. The Customer Service training Institute (http://www.com) that has some very informative Customer Service training manuals at very competitive prices. After all. Since the focus of this book is Observation Selling. so let’s take a few minutes to talk about understanding our customers. If they don’t like or understand the way you do business. very clear. The only exception might be in you are one of the extremely rare businesses that sell something no one else does.Observation Selling Key #3 Understanding Your Customer Remember when we talked about the need to provide both the appropriate complimentary product that fit the initial product and the customer’s needs? Well. So I guess it is fair to say that you need your customers more than they need you. I recommend them to anyone who is truly committed to their customers and wants to improve the customer experience.infowhse. First of all. you need their money to stay in business. let’s make one thing very. There is an on-line resource. You need to understand your customers. and how to provide a first rate customer experience to their customers. you still need to understand the needs of the customer. They do not have to understand you. pay your employees. we will not get into the customer service or “soft skills” as they pertain to communicating with your . It is YOU that have to make the effort to make sure you understand the customer’s needs and also make sure they understand why they should buy from you and not somewhere else. We just talked about understanding our business and our staff. But even in those cases. they will just go somewhere else and make their purchase. there is one recommendation I would like to make to anyone who really wants to understand the customer. and have resources available for growth or expansion.
. Until now. These are solutions and product offerings that pertain to the customers you are dealing with NOW not all the customers you will deal with today. If this wasn’t true. I know we have talked about this but it is so important that I feel it is best to repeat it now so we are all on the same page. dislikes.customer. we used that approach instead of another approach that worked on only 25%. I could go on but you get the point. We would all wear the same pants (Please God. (OK. need and desire. we used the approach that worked on the most customers. then we would all have the same car. not plaid!) and the same color shirt. Customers are people just like you and I. Option 1 appealed to 50% and Option 2 appealed to a different 25% of your customers. I’m sure. Because everyone is different. but I digress…) Every customer is different and therefore has different likes. These are offers and approaches that focus in on addressing the most of what your customers want. It was just easier that way and made training associated and sales people easier. needs and desires. If something worked on 50% of our customers. we cannot expect the same product upsells or sales approach to work on everyone. I have had some that weren’t like anyone I ever knew. there would be only one TV made and just one color of exterior house paint and another color for the interior. Now you have the potential to make additional sales to 75% of your customer instead of 25% or 50% What would that mean to your business? Targeted upsells and targeted sales approaches are just what their name implies. and had different needs and desires. We are going to concentrate on WHY we need to do that and the benefits that come from doing so. But what do you think might happen if you gave your sales people two options to sell to customers.
“I want to buy a television” and expand it to find out what the need is. The other reason for asking questions is that the answers may provide you with more information that will help you in closing or completing the sale. We need to ask questions to find out exactly what the customer’s expectations are for his purchase. You observe and you ask questions. We just need to “tweak” it a little bit. For example.” But what he really is saying is “I want something to watch all my movies and sports on. in this case. In this case you might get a sale but it likely won’t be the best sale and your customer may or may not get what he really is looking for and may end up disappointed.” You now have a choice. the better recommendation you can make. you can go with what the customer really needs and sell him a large screen television in high definition and upsell him a surround sound system to make the experience life-like and special. if picture quality or brightness was a concern then you could make sure you explain that this particular television has the brightest picture and so on. Classic win-win situation! Observation Selling is the process of taking the initial comment. The more information you can get from the customer. You can stay with “I want a television” and sell him any television you might have in stock. Or. and how best to provide a solution that addresses both. to watch movies. more revenue. what the desire is.The most obvious question at this point usually is “How do I know what my customer really needs?” The answer is quite simply. It is not a difficult process and you are probably doing it to some extent already. I want to feel like I’m sitting right in the middle of the action and I want something that makes the experience special and fun. In this case. By . In this case.” Your customer might come in or call you up and say “I want to buy a television. the customer gets the special experience he really wanted and your company gets a much larger sale and therefore. That would eliminate smaller TV’s and allow you to concentrate on larger screen sizes.
2) Ask questions to fully understand as many needs or desires as possible. (Things the customer needs to consider but might not be aware of. Ideally those products should address similar needs or even unknown needs. 3) Listen to the answers the customer gives and see if there is anything said that will provide you with more specific information or highlight additional needs.) 6) Once primary product is agreed upon and a sale is agreed to. are the type of customer you are dealing with. it is your job to convince the customer to buy from you.asking questions. 5) Find complimentary products or accessories to offer the customer in addition to his current purchase. As far as the Observation Selling process is concerned. Is he looking for price and value over quality and performance? Knowing this would help you decide which products and upsells to offer. Other things you might want to listen for. you uncover concerns and other things you might need to address. 4) Find appropriate products or services that address as many of those needs as possible. talk about accessories and upsells. For example. it goes pretty much like this: 1) Find out what the customer is there to purchase or what his need is. You accomplish this by addressing and eliminating concerns and informing the customer of every advantage he has in buying from you. and observe. he might be a candidate for the more expensive cables and . highend type of television. Again. if that customer buying the television purchased a top quality.
For example. One question that I am repeatedly asked is “What do you do when a customer insists on buying something that will not do what he wants it to do?” That is a tough question to answer because it depends on the product and customer involved.accessories. Explain WHY this would be better and why it is different than the other product. . Boat and trailer. offer. Always remember that the closer the match between product. you might wish to add some kind of statement to the customers receipt indicating that this product is not a good choice for his application. First and foremost you should nicely try and explain to the customer why that particular product is not a good choice and have an alternative available to show them. Because of the legal exposure and implications adding this type of comment or disclosure on the receipt might help protect both dealer and manufacturer against future claims.500 lbs.000 lb. the greater the odds of closing the sale. If price is comparable you will most likely convince the customer to switch. If the customer purchased based on price and value. let’s say someone wants to purchase a vehicle to tow his 20. If it is more expensive the customer might not believe you and think you are just trying to sell the more expensive item. and customer. If that doesn’t work. and the product is on the expensive side and cannot be returned or resold. You could start your upsells with the more expensive products and work your way down selling quality and features first and price second. Overall. This is sometimes awkward and you risk alienating a customer but sometimes it has to be done. He insists on purchasing a car with a towing capacity of only 7. your upsells might start with the lowest price and work your way upwards based on quality and features. This is an example of how you can further narrow down the best products and offers for each customer. the best way to handle these situations is to be as helpful and informative as possible and present all the options to the customer and abide by their decision.
Customer purchases HD TV – MDMI cables and other interconnecting cables required to hook the TV up to the cable box. Many times customers do not realize they need certain things to go along with their purchase and then they get home and realize their mistake. Anything electronic has an extended service warranty as an easy to mention and high conversion upsell. Then they have to come back to your store annoyed that you did not suggest these things to them when they bought the item in the first place! Even worse.Observation Selling Key #4 Grabbing the Low Hanging Fruit It is well known that some things are just plain easier to sell than others. you can’t use the TV! Customer Purchases a computer – surge protector strips. basic software packages. “Low hanging fruit” upsells would be tapes or memory cards and additional batteries. Some products and accessories just go hand in hand and are almost guaranteed sellers. they go to another store to buy the things YOU should have sold them in the first place! Never confuse upsells with selling the customer something they don’t need. etc. . headphones. external hard drive. Examples of perfect items are sometimes even listed on the box of the main item purchased. Examples of “low hanging fruit”: Customer purchases a camcorder.” Every business should be looking to grab as many of these sales as possible. blank cd’s or dvd’s. The perfect upsell is the item that the customer needs to complete his purchase. Without these. These items are often referred to as “the low hanging fruit.
For on-line business. We must always remember that it takes a lot of words and pictures to sell products on line. Every employee should be trained to realize their potential and to place them in close proximity to the purchased items so customers will see them. and a list of important add-on services like wheel balancing and tire rotation while I am looking at the tires. are very important to the health and bottom line of every business. you should design your web pages to showcase complimentary products or use page direction to bring those products in front of the eyes of the customer. which have a high sales rate. . Anything with a wide appeal and a wide customer base should be part of your sales process or placed at strategic locations near the products themselves. If I am buying tires for my car. These items. Those items can be useful as low hanging fruit. Take steps to grab as many of the easy sales as you can. That is where we can get added revenue without spending additional resources.Depending on your industry or product selection. In this case observation selling means getting the customers to observe complementary products that you have for sale. there will be items that are used with a wide variety of products. I should see display on tire care products. Use videos that show the products in action or include testimonials written by people who use the products to increase conversions. Actually being able to see the add-on products is a powerful motivator to purchase.
moldings. Whatever the need. right? Well. you can if you want but there are still opportunities out there! Do you want them or should you give them to your competition? Yeah. you might have the exact products they are looking for! But how do you go about getting that business? The first thing I always urge all my clients is to create some kind of flyer or brochure listing all their most common products and products currently on special. and you know your customers.Observation Selling Key #5 Uncovering Additional Opportunities All right. . and a host of other things. You have done all you can do and now you can just sit back and “tweak” things as situations arise. When you are in this situation. paint. give them the brochure or sales flyer to take with them. The same is true for auto centers and other stores that carry multiple product lines. tools. For example. A home center. you also have the ability to scoop up business outside of the type of original purchase. Some businesses deal with more than one product line. by now your business is running like a well-oiled sales machine! You know your business. for example sells wood. the person that comes in to your home center to buy some molding might have an old deck in need of replacement or repair. hardware. The guy who comes in to buy a gallon of paint might also need some cabinets or a new fixture for the bathroom. Everyone is involved and everyone is focused on sales whenever they deal with a customer. you know your products. I kind of thought I knew the answer to that one! This may not pertain to your particular business but it likely will on some level. Whenever someone comes into your store or purchases something.
Always include some kind of information or useful content so they actually take the time to read what is on the paper. observing the customers and their surroundings and by taking the time to listen to what customers are saying. then forward them periodic sales and information. If the nature of your business involves visiting the customer’s home. then you can get a first hand view of potential sales opportunities. place a discount coupon or offer on the handout so they will be more likely to keep it instead of throwing it away. . Train your employees to look for possible sales opportunities by asking questions.If you are an on-line business and can capture the name and e-mail address of the customer. Observing things can uncover unlimited opportunities. You can see what kind of home the customer has and what products similar to the ones that you sell are either missing or in need of replacement. If possible.
and the price being paid. So. you give them a record of what they saw in your store.Observation Selling Key #6 Sales Now Then Sales Later! Keeping Your Business In Front of the Customer Despite our best efforts. You would be amazed at how this impresses the average customer! . and possibly an e-mail address. don’t just let a customer walk away without giving them something to keep your business fresh in their minds. a customer may insist on shopping around to make sure they are getting the best product for their needs and also the best overall value. Whatever it is. address. Depending on the item being purchased. If you are able to capture the customer’s name. many customers will not buy the first time they come into your store or visit your web pages. It is important to realize that people buy from stores or business with which they have developed a level of confidence and trust. make sure important facts and information are written on it so the customer has something to compare with other retailers. You can provide a piece of manufacturers literature for the product they are thinking about buying if such literature exists. or just some kind of flyer or promotion sheet that you can write on. it is important to give them something to remember you by. To help them remember you. you can use that information to do follow-up correspondence or even call the customer to see if they have any additional questions. By having something to give the customer. There are times when customers visit so many stores and see so many products that each product or store tends to blend into the next and the result is a customer who is quite unsure of what product he saw in which store. By best overall value we do not mean just price.
Your customer might originally have came in to check out a DVD player but if your card states that you sell appliances as well. and others who express a need for something that you carry in your store. estimate cards are all examples of what we can do to keep our business “in front” of the customer long after they leave our store. If you do decide to create such a card or flyer. it is worth mentioning that enclosing a coupon or discount offer to the flyer will greatly increase the odds that this will not just be thrown away as soon as they leave the store. family members. you just might wind up with a washing machine sale down the road! When your sales approach provides opportunities before. While we always like to close the sale now while we are in control and the customer is standing in front of us. neighbors. and after the customer leaves the store you will open up new revenue streams that will continue to grow over time. Leave behinds also have another purpose. Again. or even years. sell sheets. You would be pleasantly surprised to see customers come back months. make sure you list your primary product offerings on the card. there is something to be said for customers actually finding out first hand just how much more you have to offer than your competition. later because they ran across an old flyer they were given when they came in to look at something else.The key here is to realize that while we like to close sales now. They can be shared with friends. there is nothing wrong with someone leaving and coming back later to make the purchase. Flyers. during. As always a personal recommendation carries a lot more weight and decreases the level of apprehension always present when someone comes into a new business for the first time! .
This kind of information is just not available to the in-store staff unless they happen to get this information through questioning the customer and even if that were done effectively. source of revenue. the Magic Piece of the Puzzle! Observation Selling is a plan to get the most out of every customer. An opportunity that if properly addressed could change the way you look at your service part of your business. What it is. . though. It works for every business in every industry and for any type of product from the least expensive to the highest priced luxury item. then these people get the chance to spot or discover other products that you might be able to sell the customer. and probably untapped. it is not likely to uncover everything a visual inspection could. Customer’s homes are like windows into their minds. For a few types of businesses though. Think about something for a moment. it can carry a huge. It is a series of actions and processes designed to produce the most targeted offers and suggestions that increase the number of customers who will not only visit your store or web site but actually buy something while they are there.Observation Selling! For Some. In-home visits provide a chance to get a wealth of information that might otherwise go unknown. For businesses that use in-home salesmen. or service equipment at a customer’s home. When any employee enters a customer’s home. Observation Selling takes on a whole other opportunity. we get an in-depth look into what our customers like and dislike. If you have salesmen or other representatives that get to see a customer’s home. is a very effective means of producing more revenue from the same amount of customers. It is not magic and it is not smoke and mirrors.
Well. I could see the wheels turning in his head. All they had to do was write this information down on a form and then submit it when they got back. he asked. Having this kind of information allows you to send semi-targeted mailing or make phone calls to people that you actually know have a need for a specific product. By observing our customers and the things in their lives we can discover more possible opportunities than if we just react to what the customer asks for. It is all about uncovering needs and then providing solutions to those needs. a lumberyard started using these techniques and started bringing in huge amounts of revenue just by suggesting things to homeowners during service visits. anything that can reduce the number of phone calls or brochures you send out while increasing the response would be welcome in any business! You see. At that point. He looked at me like I had 4 heads! “What else are they supposed to do?” was his response. a word and aged deck.I had a client who owned a building supply firm. and decking materials. I asked him if he thought this information could be used to indicate follow-up calls or mailings for their brand of roofing supplies. He just nodded his head. Another client of mine. With the cost of labor and printing today. real wide as I talked. He replied that the service techs were because they did non-warranty service. and perhaps some very old and out of date kitchen cabinets. Observation Selling is all about using your senses to gather information that you can use to make the sales process go easier. so I told him. I asked him if his service techs or delivery people were part of the sales process. And I watched his eyes open real. I told him that his delivery people didn’t even have to say a word to the homeowner. I asked if that was the extent of their involvement. cabinets. . aging roof. They could spot and old. I explained that his delivery people could do a quick visual inspection on the house when they drove up and while they were in the home.
Take a moment and think about this situation. it is for one of two reasons or possibly both.000 order! The day before he went out to inspect a leaky door and talked to the customer about some custom sized doors to enhance the view and walked out with an order for 4 new doors and $8. they can engage the homeowner in conversation while they are examining the product they are there to repair and even continue talking while they fix the product. we cannot minimize the impact of getting into the customers home. Every service job is a potential source of upgrades. and other opportunities. The possibilities are endless. the homeowner has a certain amount of . accessories. They did this all within 3 days! Technicians have a great opportunity for more than one reason. This same dealer went into a home on a window call and noticed an old window in a brand new renovated kitchen. First of all. He started talking to the homeowner and wound up selling them a new window for their new kitchen and made a $600 sale. Third. If you are given the opportunity to visit the home of a customer to work on their products. During this conversation they can discover other opportunities.One great example was being called in to service a really old patio door and then informing the homeowner that there was new energy efficient glass available now that could reduce their heating and cooling bills.200 in new revenue! These two small sales efforts resulted in over $12. they gain access to the home. Plus.000 in additional revenue instead of a couple of hundred dollars in service revenue! Do you think this was worth a little extra time? Of course it was. Service departments can be a huge source of additional revenue using the Observation Selling skills and processes. Second. First. He also mentioned some well-timed rebates and walked out with a $4. being allowed to work on their products means this dealer also has been afforded a certain amount of trust by the homeowner. maintenance plans.
Hence they will have more credibility in the eyes of the customer.confidence in your business because they agree to allow you access to their home and products. and this is very important. if the same comments come from a technician. the initial resistance and skepticism of the customer. or at least significantly offset. you are allowed to work on the product because of your association with the manufacturer of the product. Ways to Leverage Home Visits into Profits! As we talked about already. Second. If you are already perceived as an expert. Think about how you react to what a salesman tells you about a product. What all this boils down to is using these advantages to help conquer. do “drive by” examinations 6) Offer free products or services 7) Offer free set-up or hook-up of electronics . Along with increase credibility that comes with the added confidence in what the technician tells the customer. here are a few ways to leverage home visits into more sales and more profits: 1) Offer free inspections 2) Offer free in-house sales 3) Offer free delivery 4) Create “lead sheet” for all delivery and technicians 5) If you sell exterior home products or services. You are there because you are perceived as a factory trained expert on the product you are servicing. At least part of you feels that this is just “sales mumbo-jumbo” designed to get you to purchase. However. then they are accepted more readily because he in “an expert” and not a “salesperson”. then you will have increased credibility in the eyes of the customer.
The whole idea is to get one of your employees into the customer’s home where they can see if there are any other opportunities for your business. those activities must remain the primary focus of that visit. Most of the time there will be add-on sales associated with free offers such as free hook-up and free inspections. make note of them and turn them in for follow-up by someone else with more knowledge in that area. Do not change the tone of the visit from service to sales. Take a look at any newspaper and you will see ads for local repair shops and car dealers offering “free multi-point safety inspection” or “free brake inspection”. Please note the mention about not turning the in-home visit into a sales situation. While the car is in the shop they look for cracked belts and hoses. (Unless you offer in home sales and the customer requested that service. Try and find things your customer really could use and bring them to their attention. Sometimes this is even preferable to repairing a very old piece of equipment because it is likely something else will break on it . For other opportunities that are maybe outside of your area of expertise.) If you are in the home to repair a product or install a new product. make the best of it. why not try and sell the customer on a new one? Advances in technology and new features sometimes make these kinds of sales a “slam dunk” and you can capture a great deal of revenue in these situations. just identify opportunities and bring them to the attention of the homeowner. They are able to do these services free because they can usually find something that needs to be done and the result is a paid service. But it is acceptable to use that opportunity to suggest a few other upsells as long as you do it the right way. Whatever the reason you use to get in front of the customer at their home. When used correctly. Do an inspection and see if there is anything the customer needs. Especially when you are called to service a very old and out of warranty product. check mileage to see if routine maintenance is due. This is not the time or place for a hard sell. service can be a great asset to capture new sales. etc.
When this happens. your tech must have the parts and supplies on his truck to be able to complete the work. One last point that is very important. the dispatcher or inside service co-coordinator might include some basic accessories with the needed parts just in case there is a need. the homeowner or customer figures they don’t have to wait for the other work to be scheduled and they don’t have to take off another day from work or hang around waiting for the tech to come on another day. For this to happen. In some cases. That means techs should have common parts and supplies on the truck and installers should have hoses. This is a balancing act between the cost of stocking parts and materials and being able to grab these easy add-ons as they come up. however.and the customer might be disappointed in your service work even though you worked on another problem with that product and something else broke. Making additional sales by installers or technicians usually involves a convenience factor. cables. . One of the selling points is that the tech is already there and can take care of the additional issues right then and not require another appointment to schedule the work. and accessories that may be required.
two stand out first and foremost: The type of product and the reputation of the store that is selling it. They move on to the next customer. We have discussed some of them in this book including the natural skepticism people have when purchasing something from a store for the first time. they don’t want to know you anymore. From that point on. there is definitely some interest in what your business provides. the customer must feel secure that he made the very best decision before he purchases. a customer must have confidence not just in you or the product. The problem with that is that customers will remember poor treatment for a long time.Using Brand Awareness & Reputation Every time a customer walks into your store or visits your web site. It might be a product you offer or a service you provide. . there are a lot of factors that influence whether they buy or not. but in his decision to buy from you. These two factors are so strong and powerful that some stores actually get people to pay more just to buy from them! That is a great spot to be in and you can get yourself into that spot if you treat your customer’s right! As we talked about before. Whatever the reason for the visit. From the point the customers come in to the point where they purchase. A major factor in any purchasing decision is confidence. you must do whatever you can to make the customer feel secure about purchasing from your business. In other words. While there are many factors involved in making that decision. They will treat you like a king until to sign the receipt and take the product home. they express an interest in something you offer. You can go a long way towards achieving this by treating your customers well and building a reputation for providing great service both before and after the sale. To purchase something. Most businesses will do whatever it takes to close a sale.
The other part of the equation is the product itself. If they mention previous troubles or problems or keep asking questions about warranty or reliability. If you want to close the deal. State that your company believe in after sales support and has a reputation for helping their customers when they need it. Make sure the customer understands that this manufacturer is known for quality products and unparalleled support. This will help build up confidence and reduce fear. This is just one part of the Observation Selling method.When you are trying to close a sale. By promoting the reputation of your business and the brand name of the product. these reservations must be addressed and removed. In this case we use Observation Selling to hear and discover the roadblocks to closing the sale and then addressing them with the customer to increase their feeling of security. In these cases the customer has a need to feel more secure and we know that and are addressing it with the customer. . You will be able to determine if this is an issue by the questions the customers asks you before they purchase. or if a brand name product is what you are recommending. listen to the customer and “observe” what they are saying. Calm and reassure them by pointing out the services available to them after the sale. you will go a long way towards eliminating the apprehension and confusion many customers have in their minds before they purchase. If the customer has chosen a brand name product. point out the background of the manufacturer and the warranty that the product comes with. then you can pretty much figure that there are significant reservations in the mind of the customer.
That is. Uncovering the Message Behind the Words If there is one thing most human beings do not do is communicate very effectively. Sometimes the end result is a misunderstanding and a totally inappropriate or incorrect response.Gathering Information through Observation By now we have shown you the basic processes and methods of generating additional sales and revenue through the Observation Selling system. But we really have not covered one very important part of this whole program. He picks it apart and complains about this being wrong. just HOW does a person go about getting the information they need to make important decisions and create these targeted sales situations? It’s easy to use Observation Selling processes but you need to know how to get the data or information in the first place! That is what we will cover now. For example. We have also explained the critical need to create sales situations and add-on situations that are as closely targeted to the customer as possible. that being . It is our hope that you would think of additional applications as you continue to read and also become excited at the possibilities available to your business at the same time. It is not the root cause of the problem. your boss might come up to you and yell at you about a report that you wrote. We have tried to do this in a very easy to understand format and also tried to give examples as we went along so you could “see” how you could use this in your job or your company. We say one thing while meaning something entirely different. We have all had experiences when someone says something in anger but what they are yelling about is not what is really why they are angry. you probably know this quite well. If you are married.
but something you said or did last week that caused him embarrassment or problems. So there are 200 possible choices to recommend to the customer. Where will it be located? How big is the room? Will they be watching movies on it? By knowing all this information. By finding out what they need. If someone tells you they want to buy a new TV. you can narrow down the possibilities. How do you do that? Easy. He is still angry about that and is using the report as a way of expressing that anger.) . You ask questions to narrow things down a bit. yes! That’s the main reason we are looking at getting a new TV!” (Eliminates 45 non HDTV models and 15 additional small screen models. Each question you ask narrows down the appropriate choices. Is it any wonder why relationships go bad and poor decisions are made? In any case. people will come in and tell you what they want but you have to “dig down” and find out what they need. “He never cleans up after himself” is not why his wife is angry at him. (Eliminates 50 small screen units leaving 150 possible choices) How big is the room? “It’s only 10 feet by 15 feet. But. Where is it going to be used? “In the family room”. as far as sales are concerned. We ask questions designed to draw out that information from the customer. what he is really angry about is not the report. and the whole thing written poorly. Look at this example: You stock 200 different brands and sizes of Televisions. you would ask them what they wish to do with the new TV.” (Eliminates 75 large screen over 55”) What will you be watching movies on it? “Oh.inaccurate. She is angry because he went out with his friends and left her home with two screaming kids! In both these cases. what was spoken did not express the true issue or problem at hand. you can make a better and more accurate decision. This is increase the number of sales you close and reduce the number of returns or unhappy customers down the road.
You start out with a lot of choices at the top and they narrow down until only a few are left at the bottom. Our focus at this point is to come up with the most likely options based on what we “observe” from the customer comments. we may use some of these models as second choices until we find something appropriate for the customer. the more questions you ask the easier it is to determine what the customer really wants. We can only advise and guide them. life does not work that way very often so it is your job to simplify the process as best you can. Odds of recommending the correct product with no questions asked: 10% Odds when asking one question Odds when asking two questions Odds when asking 5 questions 50% 75% 90% . By narrowing down choices we make the decision making process easier for everyone. customers like things easy. the process is like a funnel. by just asking a few small questions. in the right order. we have “eliminated 185 out of the 200 available models leaving just 15 to concentrate on. Another way of looking at it is with percentages. etc. and the customer says the cost is too high. They would love it if they walked into a store and found just what they were looking for at the price they wanted to pay.As you can see. As the process goes along. If you ask the right questions. Customers can now concentrate on just a few models and start to look at features and specifics on just those models. It goes without saying that the customer has the final word on what they purchase. Note: When we say “eliminate” we mean that we exclude those from our initial recommendation list. As a rule. However. This makes it a lot easier and less intimidating or overwhelming for you and the homeowner. If you ask the right questions.
a passenger car. or at least place on the back burner. Questions like these: “Are you interested in a passenger car or a van. Much the same way a service tech troubleshoots a computer or TV. Most of the process revolves around common sense and if you just proceed in a logical manner. The next question would be designed to do that even more: “All right. your leg hurts. Does it hurt all the time or just when lying down?” With the answer we can proceed with more questions to eliminate more products or possibilities. you must troubleshoot the customer! Though this does require a little practice. They are closely guarded and you must “draw out” the answers and information from them. How many passengers are you likely to carry?” “Large screen TV’s come in regular and Hi-Def. Make these with the right product and you will soon be walking to the cash register! . the more questions you ask. Which would you prefer?” OK. a specific group of products. sir?” “Are you looking large screen Televisions or smaller TV’s” Or.As a rule. it is not very hard to do. the more accurate your decision and recommendation will be. Just remember we are trying to uncover the hidden needs. and problems the customer is looking to address with this purchase. assuming you ask the right ones. With these types of people we start with a broad based question designed to eliminate certain groups of products. Some people just hate to talk and express their feelings or intentions. you should do just fine. if you’re a doctor or dentist: “Where does it hurt?” Each of these questions is designed to eliminate. desires.
Avoid hype but show some enthusiasm when showing your customers a product that is right for them.One thing you should try and avoid is making these questions appear like an “inquisition”. Also try and separate emotion from words. If a customer is angry or upset for some reason. Stress that you are there to help them and ask them if it is all right to ask them some basic questions so you can help them pick out their “ideal purchase. Anger and frustration affect the way people see and interact with people so it is best to try and get the customer calmed down first. you should stop the sales process and try to figure out what went wrong or what the customer is thinking. Visual Observations We have other sense besides hearing. Both of these assumptions can only get you into trouble and cost you sales. Your eyes can also play an important part in communicating with customers. Visual observations can also be a little dangerous too because you might draw conclusions or assumptions that are false.” It is all right to show excitement as long as you keep it in check and don’t go overboard. if someone comes in dress in an old set of sweats. Keep it simple and avoid technical jargon. that is not the best situation to be in. Speak in plain English. Keep it light and make the process enjoyable. . Expressions and body language can give great insights into what your customers are truly thinking. give him an easy to understand reason. If the customers do not understand why you are asking a question. For example. you might draw the conclusion that this person doesn’t have a lot of money and you might try and sell him something on the lower end or your might even ignore him altogether because you figure he doesn’t have money to spend. If they appear uneasy or troubled.
that might be a misconception. then the visual observation is confirmed by the statements made by the customer. not a stereotype. It is also worth mentioning that good salespeople and good sales closers do not make snap judgments or stereotype customers. But if that same person comes in and also makes comments about items that might be reduced in price or on sale. let’s make an effort to ask the right questions in the right order and find out the most we can about our customers and what they really want. Whether that customer makes a million dollars a year or twenty thousand dollars a year does not determine whether or not he is treated with dignity and respect. . They see a person. So. if someone comes in and his appearance tells you they don’t have a lot of money. and then proceed to determine needs and desires and craft a solution that fits that customer. Maybe this same person dresses up in a suit and tie all week and likes to wear old comfortable stuff on the weekends and in the evening. When we find that perfect fit it is only a short closing process to get the sale completed. For example. All customers should be treated that way.Any type of observation should be used only to confirm or dispute other information. The more information we can get from the customer the better chance we have of finding the perfect fit between product and customer.
read it this evening. tools. and show up to work tomorrow ready to increase profits and get more out of each and every customer! Any one person can easily earn and practice the Observation Selling processes without any help from anyone else. Observation Selling is no different. any salesperson could take this book. The truly great thing about Observation Selling is that it can be done at any time by any individual without the need to spend any revenue or purchase any supplies. It is only when others see how effective something is that they start adopting those ideas or buying those products. or advertising. The ideas are tried and adjusted to get everything working right before others are brought into the picture. In fact.Observation Selling Need Not Be A Company Effort to Succeed! One very common misconception is that Observation Selling has to be a company sponsored or mandated program in order to succeed. it’s about getting more from the customers you already have! Imagine what it would do to your reputation and value to the company if you started producing a lot more revenue than you had ever done in the past! . The truth is nothing could possibly be further from the truth! Observation Selling can be successfully used by just one department or even one person. It’s not about getting more customers (Although that is a long term benefit as well!). Everything new starts out small and isolated. it’s sometimes about working smarter! Observation Selling skills teach you to make more out of what is available to you. most programs get started based on the idea or innovation of one person. It’s a perfect way to boost individual performance and productivity! Success is not always about working harder. In fact.
tomorrow never comes. I urge you to start now. As I said earlier.Better yet. and showed others just how much more revenue they could generate! Talk about a positive step for ones career! I urge everyone out there who reads this book to implement just a few of the processes and strategies we discussed. why not pick up a few of them today and start using them! . It’s easy to put stuff off until tomorrow but for some. You have some great tools in front of you. Observation Selling is not complicated and anyone can easily master the processes and implement them in their daily job. imagine how your manager or the owner of the company would look at you if you learned these skills. used them.
extra tape. You could even give it a small discount to make it appear a great value! (It’s all in the perception!) You could even have several packages. a “Silver package with a few less things. have a package including a spare battery. etc. Bundled Upsells Almost every product has at least one or two other products that are used in conjunction with it. memory cards. and a tripod for one price. The “Gold” package with everything in it. tapes. if someone buys a camcorder from you. you make more selling packages because most people would not buy every item in the package! This is a clever way to increase revenue without increasing the sales pitch! . carrying case. Electronics use batteries. Well. Accessory bundles are very popular because it takes the guesswork out of deciding what to buy. Let the customer decide which one they want depending on their needs. lens cleaning kit. disks. Plus. Why not take some of the most common accessories or products and package them together? For example. and a “Bronze” package with the bare essentials.Different Type of UpSells! We have spent a lot of time talking about upsells and how to pick the best one for each and every customer. let’s look at several of the most common upsells and how you might take advantage of all of them in your business.
In these cases.Semi-Targeted Universal Upsells What do we do when we have people who are not thoroughly trained in every product selling these same products to our customers? This is common in big box retailers and larger stores. Unless they already own one. That theme is the EVERYONE who purchases the main product NEEDS one of these items. A perfect example of a non targeted upsell would be some product or accessory that everyone really needs to have if they buy the product. Gas can when people buy a lawn mower. having some non targeted upsells would be the way to go. Socks when people buy running shoes. All of these items can be an upsell without a sales person getting involved! Place these items next to the main item with a sign or ad and people will pick them up just because they saw them and the explanation of why they need it! Extra revenue with no extra work! Again. They also have something else in common as well. When this happens. they are likely to buy one. the salesperson might not have the knowledge required to accurately come up with a perfect upsell. Here are a few others: Extra gas tanks for gas grilles Helmets for motorcycle purchasers. This likely would . All of these things have a common theme. If the customer did not buy or have these items they might not discover it until they got home and would have to come back. Every one of these items serves an important and critical purpose. these upsells are not about getting your customer to purchase something they do not want or need. Batteries and tapes would be perfect examples.
Multiple Upsells No one says we are limited to suggest just one additional product. why not see if you can add a second or third item on to the sale as well? If you have something of value and use to offer. In fact. Many times there are a lot of additional upsell opportunities available to upsell to the customer. In fact. Our customers come back and tell us they love it! You know. So don’t limit yourself to just one! If a customer is responsive to your upsell offer and agrees to purchase it. customers appreciate being informed of the things they will need so they can avoid this inconvenient return trips.not make them very happy. Do not let your customer get to the point where they become frustrated. or angry. we do service what we sell and do offer extended . So this is a win-win! Even though you really don’t have to create a discount. Stop well before that occurs. showing a benefit for buying the package will make the sale more appealing and will create a sense of urgency. agitated. multiple upsells are very common and very popular. Take your cues from the customer and how the upsell process is going. No one likes to be offered 25 upsells after making the primary purchase.) People love to great a great deal and if they perceive the upsell a great deal the will be more likely to buy. your customer might appreciate the offer and your sale will be increased! NOTE! : There sometimes is a delicate balance between offering additional opportunities and overdoing it with a customer. (More on that in a little bit. How many times have you experienced the following conversation with a salesperson? Salesperson: “You picked out a great TV.
I’ll take one!” Salesperson: “Great! Now.95 and could save you a lot of headaches and inconvenience.” All right. this TV is quite heavy.warranties. disks. Let me have one. Let’s schedule it and I’ll go play golf instead!” Salesperson: “OK! Well. Would you like to arrange delivery and set up now? Delivery is free and set-up is only $49. do you have a surge protector strip to protect the TV against damage from electrical surges and lightning strikes? It’s only $39. I know what you are thinking. I think that should about do it. cables?” Customer: “No. explain it in the right way and address the needs of the customer.” Customer: “You know. someone told me to be sure and get one of those but I forgot! Thanks for reminding me.95. The will also set it up.” Salesperson: “Great! Let’s get this signed and set up your delivery date.”) Customer: “That sounds like a good deal. Plus. hook up your surround sound and DVD player to it and configure everything to work together properly. remove it from the box and cart away all the packing materials. You can’t have enough security!” Salesperson: “OK! Now. one last thing. I think that will just about do it.” (Note the sense of urgency added to the upsell “pitch.” Customer: “Wow! That sounds great! I was already figuring on spending the whole afternoon reading manuals and trying to figure stuff out. They are 10% off if you purchase them at the same time you purchase the TV. They will deliver the TV. if you present the right offer. tapes. sales can be that easy! It’s when you don’t take the time to pick the right upsell or uncover the real need that sales become more difficult! . you can plug your surround sound and DVD into it as well. No customer is as easy to sell as that guy! Well. the fact is. Is there anything else you think you need today before you leave? Batteries.
But don’t offer so many that the customer starts to feel pressured or badgered.In the above example we made three upsells. the set-up upsell addressed a desire to have things made easier and with less effort! Every upsell addressed a need and every product had a valid purpose and a compelling reason to buy. we created an “open-ended” potential upsell at the end by asking the customer if there was anything else they needed before they left. Plus. they eliminate the pressure yet give the customer one more chance to see if they forgot anything! So don’t be afraid to offer multiple upsells if the customer and situation are appropriate. By almost closing the sales process and then asking if they needed anything else while they were there. and then mentioning common items everyone needs. Lastly. Each one addressed a specific need. The surge protector also addressed the safety need and protects their new investment as well as other products the customer already had. The warranty addresses feeling secure and safe and also included a sense of urgency. .
For example. Creating a sense of urgency helps both close more sales right now and also helps bring your customer back to you when they decide to purchase in the future. This can be very useful to use when you need to bring in additional revenue during slow times of the year or for other reasons. Use this when appropriate to generate additional income and give your customers an incentive to come back. . The main selling point of the time sensitive offer is to create a legitimate sense of urgency.Limited Time Upsells We have already talked about creating a sense of urgency. The deadline helps speed up that process. Nothing does that better than providing the customer with a time sensitive coupon or offer. if you purchased a TV then service contracts and accessories purchased at the same time are all 10% off! Limited time upsells are effective because they keep the customer tied to your business. The coupon brings them back because they save only if they buy from you! The time of purchase discount helps assure that YOU will get the sale of the accessories and other items not someone down the street where they would buy tomorrow. we might give every customer a coupon good for 10% off certain items if purchased within the next 30 days. For example. Another upsell technique that works great is to provide a discount on items purchased when they purchase the major item.
and repairs are what bring money in at a constant level. why not have an automatic delivery system where you ship a certain amount of ink to your customers automatically every month or quarter? You can discount it to make the offer more appealing but this would give you a certain amount of revenue you could count on. do not make all that much on selling the actual vehicle. and other mechanical equipment. they make the majority of their money on service. scheduled maintenance. It was convenient for us and the delivery company was assured that we would get all our milk from them. Car dealers. we can use our Observation Selling skills to generate auto-pilot income and increase sales! Service and maintenance are important revenue generators for those of us selling those kinds of products. For example. Office supplies. Why couldn’t you do that with some of your products? Anything that is used and needs to be replaced every so often is a candidate for automatic shipment. or have suggested maintenance intervals. boats. even food! . Others sell products that are in constant demand and need to be replenished or replaced often. paper. Oil changes. cleaning supplies. For these types of products. But there are other opportunities as well. When someone thinks of scheduled maintenance or service they immediately think of cars. I remember in the “old days” when I was a kid. the milkman would deliver milk twice a week. why not provide automatic shipment programs for your customers. If you deal with anything that is used constantly by customers and has to be replaced. computer ink. We might have not needed it on that day but we got it any way.Pro-Active Scheduled Sales or Up-Sells Some businesses do a lot of seasonal business or sell products that require. for example. not some other store. motorcycles. if you sell printer ink. That was a win-win situation.
We never told you this would only work on what the customer needs today and not tomorrow! You can also take this one step further and do something I believe that every business should be doing automatically. If the customer does not purchase an extended warranty from you when they purchase the product. do you contact them later when the manufacturer’s warranty only has a couple of months left and offer the extended warranty to them again? Most companies do not.You might be wondering what the heck anything like this has to do with Observation Selling and you have a point to a certain extent. These cards cost time and money to print and mail out so you know they must bring in business or people would not use them. why limit yourself to what he needs now. Manufacturers will but individual companies usually do not. . We taught you how to uncover your customer’s real needs and develop solutions for those needs. if Observation Selling is all about interacting and gaining information about your customer’s needs and desires. But. Identify those products you sell that have to be replaced every so often and consider doing some follow-up contact or offer when the time to replace comes around. We just explained it in a certain way and gave you additional things to think about or taught you how to think of normal situations in a different way. Why not use that information to send out a letter with an offer for your extended warranty? Car service centers do this all the time. Why not take steps to grab their future business as well as their current business? Everything in this book is based 100% on common sense. Take a few moments and try and figure out if any products you sell have the potential of automatic ordering or scheduled service or maintenance. Today it is so simple to search computer sales record to uncover who purchased a product 10 months ago and has a warranty expiring shortly. Have your oil changed and every three months after you receive a card reminding you that your next oil change is now due. You can take existing purchases that have a certain life span and be pro-active about grabbing future business! Take a moment and think about all the products you sell that come with a manufacturer’s warranty.
Always keep in mind that you have already sold to these customers before so you don’t have to worry about overcoming fear and uncertainty. As long as you continue to provide good service and good value to your customers. Take advantage of this and turn your advantage into more sales. they will continue to purchase from you. and more profits. more revenue. .
So you recommend that cable as an upsell and the customer declines. You would then use the downsell offer for the $25 cable which they might buy because it costs less. Most boxes or TV’s don’t come with that cable so they are going to have to buy one unless they have one already. then your next offer might be the lower product as well. then you would proceed with the next offer. Let’s say we have what we think is the perfect upsell and the customer declines your offer. we are thinking of what the customer wants at that moment and trying to come up with the very best and appropriate offer that has the best chance of being accepted. that’s great! If not. You might have one that sells for $75 and another one that sells for $25. A downsell might be a lower quality or less expensive option to address the same problem. If they refuse your upsell but agree to the downsell. at least you tried and using these downsell offers will increase your overall add-on sales rate. . Many business stop at that point and go ahead to complete the sale. Again. For example. This is useful when you have different “grades” of the same type product. The best way to handle these situations is to have a “downsell” option to offer the customer when they refuse your upsell offer.The Upsell / Downsell Alternative Here is one area where a LOT of businesses go wrong. the customer who purchases an HDTV will likely need an HDMI cable to connect it to their cable or satellite box. This might be agreeable to the customer and you would salvage the opportunity and create an add-on sale. If they do. Another use for the downsell offer is to determine how best to proceed with additional offers. If the customer bought the high end television. When this happens they are leaving money on the table. If someone agrees to your original upsell. There are many types and quality level for these cables. they would be a good candidate for the better cable so they could get the very best picture and sound.
When you are in the position of having to offer the downsell.Downsells can be a very lucrative way to increase revenue. Always remember. It is all right to point out the advantages of the higher priced cable as they apply but reassure the customer that the lower priced cable is a more economical option that will do a good job. more sales conversions. that sales process actually began with the original upsell offer! Let’s use the TV cable example we just talked about. Why? Because if you say the lower priced cable is of really low quality. You should NOT bad mouth or talk negatively about the lower priced cable. you should sell it as the cable that will give you the very best quality picture and sound. When offering the upsell high priced cable. By having alternatives ready when an offer is rejected gives you a second chance to succeed. . Observation Selling is all about providing appropriate options to our customers. more revenue. Unfortunately. Upsells and downsells provide us with more targeted options and improve our chances for success. you must sell it correctly. what happens when you try to sell that as your downsell? The customer will recall you telling them it was a piece of garbage and your credibility will be lost! Offer your downsell products as a good alternative product that will meet their needs.
) For those of you who say you can’t afford to pay commissions. Make sure they understand that this is for add-on sales only and not main product sales. Since nothing really speaks like money. you should be excited because you realize all the new opportunities you and your business have to increase revenue. The problem is that some people are hard to motivate to get started. creating a commission plan is one of the easiest and most effective ways to get started and get results fast! The best way is to create a commission based plan that only pays for add-on sales.Incentives By now. You need to provide an incentive for some people to do something. But if you don’t currently pay commissions. (Unless you wish to include main product as well since Observation Selling skills help close those sales as well.” Would you think that was a good deal? (Yeah. The last remaining issue is to convince others to get just as excited as you are. here is a great and easy way to get started: Tell your employees that every add-on sales will earn a commission of XX%. let me ask you a question. Most important. incentives often get more people to give even more effort toward their goals. That means not only sales people but anyone in the company that is responsible for an add-on closed sale. I know. The key to getting a lot of involvement in the very beginning is to offer some kind of incentives to those who create and close add-on sales. Plus. you now see how really easy this entire process is. If someone came up to you and said “I’ll give you 20 dollars if you will give me one. If you already have a commission program that covers all sales then you have no need to set up another one as commissions are already paid under your existing program. Just assume the $20 bill was real! Man! Tough audience here!) .
One especially effective incentive is to have a quarterly bonus for whoever sells the most add-on during that quarter! Every little bit helps! If you are looking for a great way to get started in Observation Selling. You would make that deal hundreds of times a week! Well. It is our experience that when you provide someone with a monetary incentive. Nothing is etched in stone. isn’t that the same thing? You only pay out money when you bring in even more money! With this kind of system. The sales person earns more money and you earn more revenue and profits. You can pay so much for the first add-on and more for the second. Who wouldn’t do this????? Some businesses try this out for a limited time to see how things so. and so on.Of course you would take $20 from someone if you just had to give them $1 back. you only pay out a commission when the product is actually sold so you can only make money! This is a classic win-win situation. or any other program. an incentive program might be just what the doctor ordered! After all. if your sales person sells an item that has a $20 markup and you pay them a $1 commission ONLY WHEN THEY SELL IT. it couldn’t hurt! . they spend more time and effort on things than when they have no opportunity to earn the extra cash. Whatever you feel will bring in the most sales for your company.
we have to build our business. it is smart to have at least two additional products targeted to the same audience. product purchase and then figure out the most appropriate upsell. we have to do some things a little bit differently. When you are selling a product on line. The end result is more sales and more upsells! If you buy something at most internet sites. or main. One product should be considered an equal or upgraded product and another a lower priced product geared to the same target audience. we can direct them to specific upsells and downsells. By directing people to specific web pages depending on what they buy or don’t buy. The Internet is a great place for using the upsell / downsell approach. This is very common . When a person purchases a product. you take them first to the upsell page where you offer them the more expensive or additional product.Observation Selling & Internet Businesses When it comes to Internet business. they will offer you some kind of upsell. and selling over the Internet. we apply the same Observation Selling processes only we adapt them to our on-line business. After all. We need to take into consideration their original. the upsell might appeal to some buyers of one product but not for those purchasing another. The best part is that we can do all of this automatically once we build our website. The problem is. As we have already discussed. we really can’t see our customers and most of the time we can’t directly communicate with them either. To avoid this. So. By intuitive we mean that we must think ahead and try and figure out what the average customer will like or dislike depending on where in the sales process they are. and construct our sales experience. to be a little more intuitive. sometimes the upsell is the same regardless of what product you originally purchased.
there are ways to gather information to use in our businesses. You can buy self-hosted scripts or sign up for a service offering the same features. Many people will place the download or “No thanks” link at the very bottom of the page. The next page. The benefit of the self hosted script is that you pay once and use it for years and years. This is because some people are used to finding the link at the very bottom and just scroll right to the bottom never reading past the headline. A certain percentage of your customers will take the downsell if it is priced right and has a certain value level. When a customer turns down your upsell offer. The beauty of it is that the buyer HAS TO look at the upsell and downsell offers to find the link to the download page. you take them to the download page. . Placing the link in the page near the payment button assures people see your offer and the price. It can be a reduced feature version of your upsell or a reduced content package compared to your upsell. I like to place it a little below the order button and order text so that you are sure they see it.and most on-line businesses have some sort of upsell. Mailing list and autoresponder software is essential for building your mailing list and enabling your business to send bulk follow-up e-mails and offers. Whatever the difference is the price should be lower. The monthly cost depending on the plan you choose might be $25-$50 but you could make many times that each month by contacting people who bought from you before with new offers. place a link on the page to continue to the download page. Placing the link down near the bottom makes the viewer look through the entire page in order to find it. Where you can increase your profits is after the customer leaves the upsell page. The benefit of the ready to go service is that they hold your data and back it up frequently without you having to do a thing. If they refuse that offer. should contain another add-on sale offer but it is your downsell offer and is lower priced. however. Gathering Information On-Line Even though we can’t see or talk to our on-line visitors.
just get it. Provide a “help desk” with different categories or subjects so customers can communicate with you. although a little advanced for some business owners. This is not quite the same as targeting but you still are using some information to better your chances. the cost far less to open and operate but it can be more difficult to understand and find out things about your customers. I have a list of buyers and a list of visitors that I can contact. It will help you target. we are talking gathering information to enable us to target products and upsells. However. It is well worth the effort to gather as much information about the people coming to your site. I figure these are people with an interest in my type of product so I want their names as well. Yes. It will also enhance your degree of professionalism. plan. Again. Internet businesses have their own challenges and benefits. Another strategy. One great took is using an on-line survey program or service along with your mailing list so you can find out certain information from your customers. and grow your on-line business! . is using site statistic and page tracking to determine which areas of your site get the most page views. You can then use that information to decide which products are in the most demand as well as which products should be offered to which customers. Using this information will allow you to see which products are the most popular so you can develop or offer more similar products to the customer. You have to be creative and think of ways to entice people to share certain information with you. you get the information.The best way to gather names of just buyers is to have a “register your purchase” box linked to your autoresponder. Provide opportunities to contact you with questions or comments. On my internet business I also try and capture people who come to the site to look. Offer a small product or item as an incentive to leave your e-mail address and name.
These people rarely get anything done. (PS. Test things out and try new things every so often. is perfect. and work with it. Observation Selling can best be described as a work in progress. or even some things. Observation Selling is designed to be a tool to help you create new revenue streams and get more out of your customers. they are light years behind everyone else.Observation Selling is Just Not One Action But Developing a Series of Independent New Sources of Revenue. A process where things constantly change as our products and customers change as well over time. Or. It is not an exact science and it is not a cookie cutter program where everything works for everyone 100% of the time. If you wait around to reach that point. Because of this changing nature of the business world you will NEVER get to the point where everything. Instead. . Think about how to implement it and have some fun with it. any part of it. You don’t need to do them all!) I mentioned before that there are some people who like to have everything perfect before even starting something. at the very best. Put yourself in the role of the customer and ask yourself what you would like and how you would like it. They need every aspect of the process tested once and then tested against and everything else refined down to the last detail. take a part of this program. others will be way out in front of you.
Get started small. you can use the Quick Start Checklist at the end of this book. It doesn’t matter what you choose to do as long as you do something! Maybe if you do just one little thing you can create an additional sale in 1 out of 10 situations. So. It will guide you every step of the way and enable you to get started fast! . take one small part of it and implement it TODAY. To help you get started quickly in Observation Selling.The point I am trying to make is that this entire Observation Selling process is exactly what it says. get started big but just get started. You don’t need to go into Observation Selling in a huge way to gain benefits! The important thing is to just get started. That’s one more than you had before. Then add something else and convert 2 out of ten. It’s a process.
So. If a sales person knows what the customer is looking for and can provide those products and services. Many people equate additional sales offers with lower customer satisfaction and there is some point to that view. being subjected to an endless number of sales pitches will create negative emotions in even the nicest customer. But endless sales pitches is not what Observation Selling is all about! The main problem with upwelling and the selling process today is the lack of targeted sales processes. But I will feel exactly the opposite if I am asked if I want to purchase items related to what I just bought and if these items are targeted to what is important to me. Observation Selling skills help close sales now and will also bring more sales in the future! . Targeting is the key with Observation Selling.Observation Selling & Customer Satisfaction One thing that might surprise you is the effect Observation Selling will have on customer satisfaction. Any time you can give the customer more of what they need or want and save them time and money in the process will result in happier and more satisfied customers. the customer will be happy to listen to product suggestions! Another reason customer satisfaction goes up with Observation Selling is that customers are reminded of appropriate items they either need or should have to protect their purchase or make their purchase more enjoyable! Many of these products are things the customer would likely have to go back out to purchase any way and being nicely and gently reminded about the items saves the customer time and money. After all. that is just common sense. Naturally I am going to get a little angry if you keep asking me if I want to purchase item after item of products I have no interest in. That directly relates to higher customer satisfaction levels and a much higher level of customer retention.
. If that is what you expect then you need a dose of reality right about now. Using the quick start guide you can increase sales almost immediately if you just do a few simple tasks. This is not something where you read a book and like magic everything starts happening and you instantly retire as a billionaire. Every business is different and everything changes so just use what you feel applies to you and what feels comfortable for you. While the processes and procedures have been formulated and designed so that anyone can use them without and special skills or experience. These processes and procedures are meant to be used as a guide and are easily adapted for use in any type of business and in any industry. That is OK. People become successful because they did something at some point to bring then their success! They had an idea or performed some task that brought them closer to their goal. however. They are all quite easy but they still need to get done. it works! If you follow the processes and procedures outlined in this book you WILL see an increase in sales conversions and sales upsells. You might find all of the applications and processes relevant to your company or position but you may also find that certain aspects of the program do not apply. is designed to show almost immediate results. You have to apply and implement these processes to see results. The processes and procedures are all sound and based 100% on common sense and a logical method of interacting with our customers. No matter what business or industry.Conclusion This program works. there is one critical aspect over which we have no control. Success is usually not an overnight process. Observation Selling.
So start small and take baby steps along the way.The hardest part of starting or trying anything new is actually taking that first step. Take time to really listen and observe your customers so you can discover what they really need and what they really want. the rest is easy. If that isn’t enough to get you started. Good Luck! Go out and Listen and Observe! . Starting small is preferable to not starting at all. we encourage it. There is no “cookie cutter” solution that will apply to every customer. In fact. It’s OK to start small. I am not really sure what will. this will work for you if you make the effort. But if you take the time to actually listen and observe and create a customized sales experience for each customer. you will be rewarded with increased sales and a lot of increased revenue. Remember no two people are exactly the same and therefore their needs will likely be different as well. Once you get that first step out of the way and start to get yourself involved. Plus. Observation Selling is designed to show results fast so you get motivated and stay motivated! While I hate to keep stating the same thing over and over again.
Observation Selling Quick Start Checklist! Step 1: Identify your most popular accessory.) Inform and train all staff to include the surge protector in every sale situation. Identify your two most popular products. Make this mandatory. Design upsell opportunities linking each product from step 4 to the complementary product from step 5. Step 2: Step 3: Step 4: Step 5: Step 6: Step 7: Step 8: . Repeat steps 5 and 6 to add downsell products to your presentation Provide training and reinforcement as required. Identify the most popular accessory or complementary product for each of the products you found in step 4. Like a surge protector would apply to anything electronic. Track results and prepare for Phase Two (step 4). (It should have a broad based appeal.
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