When I started work as a salesman in the security industry I prayed for the customer new to security to call and place his order while asking for my suggestions and opinions. I dreaded the thought of speaking with the so called expert. Often times when I did receive a call from a security veteran, I could not make the sale or even keep up with the lingo thrown at me. This customer always haggled over those few extra dollars and I was left feeling frustrated by the fact that I just got my tail whipped on the phone.
As a salesman we’ve all had a customer like this. My security knowledge has progressed immensely since those early days, but I still had to learn the hard way that it’s a “dog eat dog” type of industry and that you have to step up to the plate or you’re going to strike out.
I began by learning my product and my niche as it pertains to my market base. Coming from a company that has incredible pricing upfront and a strong customer support base I felt like that’s where I needed to make my stand. So many times salesmen forget to drive the value of their product and support, which can make a good sales call go south quickly. To avoid this situation, focus on what makes you or your company unique. Customers need you to tell them what separates you from the competitors and should close the conversation or deal feeling positive about what they are receiving.
We’ve all had the customer that haggles with us, beats us down, or complains about the few extra dollars they may be spending. We’ve also had the customer who I consider to be far too technical for their own good. With both types of customers, I have found qualifying these guys early in the conversation is a must.
Tips for identifying your customer:
1. Ask for their goals.
2. Test their knowledge.
3. Ask for prior experiences.
I have found that knowing your product, driving your value, and providing a twist that others don’t have can give you the upper hand when dealing with strong willed customers. Confidence is key.