Self-Employed Freelancers & Home-Based Businesses: Knowing
Your Customers; Closing the Sale for Your Small Business
© 2003 Vishal P. Rao
Just
because your business is based in your home that doesn't mean
you can afford to ignore the most important element of your
success: sales. The bottom line is that your sales ability
will make or break your business's future. Chances are, however,
that unless you have a background in sales, you lack the helpful
training which will give you a competitive advantage.
The key to closing the sale quicker and easier
than you ever imagined is to understand your customers. Below
you will find some advice for your freelance, home-based, or small business that will help you get to know your clients a little better.
Small Business Clients : Know Who
They Are
------------
Not
all that long ago, customers were all pretty much the same.
Most were males over thirty with steady jobs and families
to support. Generally, most salespeople fell into a similar
demographic. For that reason, buyers felt comfortable with
sellers and typically trusted their guidance wholeheartedly.
Things
have definitely changed dramatically in the last several decades.
Even if you ignore the role of technology in sales, there
are still enough changes from that old sales model described
above to require a significant shift in attitude.
For
one, men are no longer the only ones doing the buying. As
you probably already know, women are out there spending their
hard earned money and making important decisions about their
family's budgets. Unfortunately, many of these women still
feel treated as inferior or "stupid" by salespeople.
Another issue that has changed is the age
of buyers. Today, many young people have enough disposable
income to purchase nearly anything their hearts' desire, especially
if they don't have the added responsibilities of excessive
debt and dependents.
However, younger buyers also feel that they
are not taken seriously by sellers. You can gain an advantage
with these buyers by catering to their specific needs and
by treating them with respect. It's not hard to do, but it
will definitely make a difference.
If you do most of your business over the
Internet, you might even want to stress that it provides a
more equal playing ground for buyers of all genders and ages.
One
last critical point is that buyers, regardless of their age
or gender, are more informed and more knowledgeable about
the products they buy and most simply won't take your word
for the benefits of your product.
To
make the sale, you'll need to show instead of just telling
why your product is a worthy investment. Use statistics and
testimonials to support your claims. Allow users to have free
trials or demonstrations before they make up their minds.
When they are convinced that you are being honest with them,
that's when they will trust you with their money.
Small Business Customer : What
Do Your Clients Want
--------------
Each customer is an individual who will react
to the sales situation in different ways, but essentially
all of them will fall into one of four categories: decisive,
inquisitive, rational, and expressive. Knowing each customer's
behavior style will let you know how to effectively meet their
needs and finalize their transaction.
Decisive
customers are typically more forceful and assertive. They
know exactly what they want and don't want to waste time getting
it. If you appear knowledgeable and professional and stay
focused on meeting their needs, you will win their business.
Inquisitive
customers are full of questions and want just the facts. They
are incredibly formal and come off as distant which may discourage
some salespeople. You can win their good favor by being honest
about the pros and cons of your product. Also, never pressure
them into making a decision. If you wait patiently, your efforts
will be rewarded.
Rational customers are the easiest to work
with. They ask questions, avoid conflict, and seem relaxed.
They are friendly but no overly so, but don't try to put one
over on them or they'll spot it right away. To succeed, stress
guarantees, encourage them to get a second opinion, and present
everything logically.
Finally, expressive customers are the ones
you'll always remember. They are full of enthusiasm, very
animated, and always upbeat. Unfortunately, they are not concerned
with time and will delay making a decision for as long as
possible. To win them, focus on telling your own stories about
the product instead of just the facts. You'll also need to
keep encouraging them to make a decision or they may never
reach one.
If you don't have much interpersonal interaction
with your customers, you still need to understand these four
behavior types. For one, your sales writing will need to captivate
all of them in order to turn them into customers. If you leave
out a mention of a money back guarantee, for example, you
may have a hard time convincing those rational buyers to spend
their cash.
The bottom line is that all customers, regardless
of their demographics or behavior style, want two things:
quality and quantity. If you can convince them that you offer
both, then you have closed the sale.
__________________________________________
Vishal P. Rao is the editor of Home Based
Business Opportunities - A website dedicated to opportunities,
ideas and resources to help you start a home based business.
Visit him at: http://www.home-based-business-opportunities.com
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