First impressions are even more important when selling in recessionary times. Sales is all about them, it’s not about you. Customers are concerned and want their money to go a long way. They are looking for long term value, short term payback, transparency in the business transaction and an on-going relationship.
Long term value: Your first impression needs to build trust. Listen more. Ask questions about what is important to their business today and over the long term. What’s out: Slick sales pitches & fast talking.
Short term payback: Leave the impression that you will help the customer investigate options. They will do comparison shopping, whether you like it or not. As you build trust you may be able to help them establish criteria for comparison, which can help highlight the value you bring. Expect the buying decision to take time, customers are cautious and thoughtful. What’s out: Pushy sales people & “buy now” deadlines.
Transparency in the Business Transaction: Your open, genuine and honest approach will help leave the important impression of transparency. Help your customer. They are not an expert in your business: educate them, teach them what questions to ask, show them how to make a good decision. If they feel you are hiding something or surprised as new information is revealed your impression will get your thrown out. What’s out: The old “just-trust-me” approach & “oh-BTW” surprises.
On-going Relationship: Leave the first and lasting impression that you are working for them. Customers want great short term payback along with great long term value which means they want you to be their business partner. What’s out: False promises & deal-closer-only relationships.
Good selling. A good first impression will provide the imprint for a long term relationship. There are plenty of sales opportunities, even in recessionary times.