Holding profit for salespeople is the same as giving the business a chance to grow. In this economy, many customers want a deal and will go to extremes at times to get what they believe is a great opportunity. In the typical retail environment that involves negotiation, the customer often ends up leaving and the salesperson loses the opportunity to serve and create results.
There are many choices out there for the customer so you really need to be focused on needs and wants. Good salespeople do the following.
- They are competitive. Being competitive does not mean an altercation with the client or customer; it means that your price presentation had better be competitive in the marketplace. Always present price after you have presented value. Fair price and profit go hand-in-hand.
- Partner with the customer as you assess the opportunity. Do it as a team. Assume the customer is there to purchase your product and services.
Ray Kroc once said, “Look after the customer and the business will take care of itself.” So listen to your customer. The Web 2.0 world is full of a variety of information that involves your product and it’s pricing. Salespeople need to do some homework on what is out there for the consumer. Times are getting slowly better; sales are getting back to levels that suggest consumer confidence is rising.
Good, honest salespeople expect to be paid for their advice, guidance, support, knowledge and service. A part of that is indeed called profit. And customers expect a fair and honest transaction. So give it to them. The profit will be there if done right; it is the byproduct of the opportunity and purely is the customer’s fault. Customers decide profit, not the salesperson.
Remember, the $3.99 hot dogs you bought at the grocery store did not cost the store $3.99. The business expects a profit. The lights will not stay on long at the store if there isn’t any. Profit means a pay check.
Customers must understand the salesperson. And in turn, the salesperson must understand the customer.
The one thing that can never be forgotten is that nothing happens until you sell the product and service it. It is all in the presentation! Do it the Dale Carnegie way!
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