Be a 'Doc' To Your Customers

Question: I keep hearing the dreaded words every biz owner fears: "No thanks." We're attracting good prospects. They request materials, ask for prices, show interest - and then disappear. Or they waffle for months at a time. What are we doing wrong?

Answer: Maybe you need to do less "selling" and more listening. Consider a doctor's approach. When you go to a medical pro, the first thing they do is listen. They take time to learn why you are there, gather information on past problems and find out what's working and what's not. Only after careful examination of your needs do they offer solutions.

The small business selling process should look more like this, argues Bill Stinnett, a superstar sales trainer and founder of Sales Excellence, Inc. Less salesmanship; more customer "doctoring."

A typical small business tries to close sales by "broadcasting" a stream of product or service details, uses and benefits. Sometimes that's enough. But if you aren't hearing "yes," Stinnett recommends a "diagnostic approach."

On this path, you need to ask questions and do more listening. Gather information about the customer's situation - what they really need and are looking for. Do they merely want a camera? Or do they need one for a very specific purpose such as taking photos of wild animals at long-range? Big difference. As a "doc" to your customers, you'll help them explore their options and select the right action to achieve their goals. Customer trust is earned by listening, not talking.

A common mistake is seeking customers who want to buy what you sell. "Nobody wants to buy what you sell," says Stinnett. "What they want are the results they can achieve by using what you sell to pursue their own goals."

Here are some specific moves you can make to accelerate the journey to "yes:"

1. Keep the process moving. Every opportunity is either proceeding, or stopped. Always schedule your next meeting or phone call when the current one concludes. Establish a next reasonable step with the customer.
   
   
2. Get to the decision maker. Others may be too concerned with trying to "not be wrong." Find someone who is motivated to accelerate the buying process.
   
   
3. Try to identify a consequence the customer will suffer if they don't buy from you.
   
   
4. Neutralize the competition by helping clients conclude that other vendors can't deliver the service, price or quantity they need.
   
   
5. Do whatever you can to raise the comfort level of buying from you. One good way is to give them a way out with a satisfaction guarantee.
   
   
6. Create an urgency to act that is based on the client's needs, not yours. This comes from the information you've gathered by listening. Don't push. Rather use your knowledge to understand the customer's own urgency.

These resources on selling can also help:

• KnowThis is a "virtual library" of marketing and sales information. Click on "Selling and Sales Management" in the "Other Topic Areas" section for free access to articles on selling from a variety of publications. Visit www.knowthis.com.
  
  
• Think Like Your Customer, a new book by Bill Stinnett, offers powerful advice that could completely change your approach to selling. Details and other selling solutions at www.salesexcellence.com.
  
  
• JustSell.com is a handy site devoted to sales and marketing resources. You'll find helpful tools and articles, motivational quotes, sales leads and a free newsletter on selling. Downloads include top open-ended questions for building rapport and instilling confidence, top reasons prospects might not be buying, a closing checklist and steps to successful sales networking. Visit the site or e-mail aperson@justsell.com.
  
  
• Total Selling is a weekly syndicated radio show, as well as a new book and Web site by sales trainer Warren Wechsler. The site offers an "Ask the Sales Doctor" Q&A section, case studies and other resources for sale. Visit www.totalselling.com.
  
  
• Sales Solutions is a company that helps small businesses become more successful at selling. Visit www.sales-solutions.biz or call (877) 862-8631.
  
  
• SalesForce.com and SalesCenter.com are competing services that help small and mid-sized companies manage their sales teams.