Beth Boen has more than 30 years of experience in sales, marketing and customer service. She is an award-winning marketer. She is also a professional trainer and customer experience consultant. Beth loves helping people build long-term, loyal relationships that produce quality connections in their business that lead to lifetime customers and endless referrals. Beth helps people do this through her thoughtful blogs and training curriculum. Members of SHE Leads Group have access to more in-depth business development training through presentations at meetings from Beth, her curriculum, and guest trainers. In addition to being the Founder of SHE Leads Group, Beth has had a training and consulting business, The Voice Customer Experience, that she started in 2005.
Are you a salesperson making these three BIG mistakes?
Recently, myself and a colleague were checking out a particular advertising medium to reach our target market. The salesperson did not have professional marketing materials (i.e. a media kit). What was sent by the salesperson was not understandable to us and poorly designed. It was understandable to the salesperson, because the salesperson knew what it meant. It had terms in it of things we did not know. These unclear marketing materials caused frustration and almost made us not inquire further. When we did inquire, the salesperson seemed rushed. What are the lessons that can be learned from this experience?
1. A good salesperson, NEVER rushes their prospects. Rushing a prospect is apparent when emails are not read and answered thoroughly or clearly. Rushing a prospect can also be apparent when the salesperson talks fast-paced and doesn't check for understanding. Hyper people need to be careful, because they can come across as being too busy and give a prospect the impression they are being rushed. Some salespeople will tell you how busy they are and that gives the impression the prospect is not important enough for the salesperson's time. Not listening and asking follow up questions can also give the prospect the impression the salesperson is rushing them.
2. A good salesperson, NEVER assumes their prospects know as much as they do about their product/service. One of my first mentors told me that when explaining something in writing, assume the prospect knows nothing about what it is you are communicating. Of course, in conversation, you want to make sure you check what knowledge level a prospect has so as not to waste their time or demean them. Look at your marketing materials, would they make sense to someone who does not know anything about your industry, product and/or service?
3. A good salesperson NEVER uses industry jargon with their prospects. Industry jargon or lingo can be phrases or acronyms common in your industry. For those who work in your industry, they may know the lingo, but your external prospects and customers don't. Don't assume your prospects and customers know your industry jargon. Customers find industry jargon off-putting. They feel unsuccessful if they don't know what it means. It is distracting in conversation. If you use a word or acronym of industry jargon when explaining something, the prospect or customer will get stuck on it in their head. As you keep talking, they are not hearing anything you are saying, because they are trying to figure out what you just said or are wondering if they should stop you and ask what it meant.
Being a successful salesperson often comes down to better customer service. These three big mistakes are examples of poor customer service and poor customer experience.
At SHE Leads Group, we provide our members with professional and business development training on this and many other topics. Our blog is a sampling of our training. To see a live meeting in action, please be our guest at one of our chapters where your business category is not already occupied. Experience the SHE difference - we are truly a unique leads group.