by Charlotte L. Hanna CMO/Director of PMR/CMBS Global
If there is one thing you can say about the business of selling products and services over the past few years…it is that things have changed! Technology, systems and methods continue to change at a rapid pace. No longer an option, many of these changes are required for the entrepreneur’s ongoing success.
All of these changes and the rate at which information is channeled these days, necessitates a steady focus and constant revisions by business owners if they are to “stay in the game” of marketing and selling to the public. Of course, most would agree that while technology is only part of the equation, the fact that the consumer is better informed and savvier than ever is the direct result of constant communication made possible by ever evolving technology.
How consistent are you with your communication efforts? Consumers today want to know as much as possible about you, what you offer and especially your history with your products and services. So, if you are starting out in business or even if you have been doing the same thing for twenty years or more – it’s wise to never leave it up to the consumer to fill in the blanks.
For one thing, your clients are also busy people. They don’t have the time to connect all the dots. They want specific information from you and they want you to make it easy for them to find and understand it. Today’s consumers expect more and tolerate less –keeping us on our toes, requiring that we keep our standards high. That can be very good for business – as long as we can keep up with the demands.
Here are some important tips for all involved in buying and selling:
- Name and title are not enough. If you are the business owner, state when and why you created the business and the benefits it provides the consumer. Not the owner? Still sell the benefits while stating how long you’ve been with the company.
- If you are new to the company, present that as a strength not a weakness. State where you have come from and how you are a good fit for your new role.
- Provide the description of your role, your goals and objectives. Present with confidence, and give your customers reasons to be confident in you.
- Know your customer – and communicate with them in a genuine manner. Be real and you will get real results.
- Communicate regularly and concisely. Don’t waste their time – supply the information they are demanding in a way that makes their job easier.
- Invite feedback from consumers. Even negative feedback is helpful, so embrace it and use it to your benefit.
- Be sure to get the opinions of other team members for a well-rounded perspective on how practiced methods/processes are working – or not working. If you work alone as a solopreneur, be sure to network often and get input from those with whom you network.
- The world we live in is constantly changing. Do you have a good understanding of how your customers’ world has also changed?
- Know your competitors – and know what they are doing. Pay careful attention to what is working and not working for them.
In buying and selling, there is one thing that has not changed and never will. How you do business must cause clients and customers to notice and remember you. Embrace whatever changes required – learn whatever you must to keep up with the rest of the pack – and never be content to follow it. Instead, LEAD with change to ensure your success.
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