SalesConsultant:
Lesson One:
Why Customers Buy!

Customers are indeed the lifeblood of every business because without customers, you have no business. As the old axiom goes “nothing happens until somebody buys something.” The most important function of every business is to create and keep customers. It’s that simple and that difficult. It’s a common believe that most business failure in Nigeria are caused by a lack of capital. It’s also false. Practically all business failure is course by lack of customers. If you have enough customers, you can do almost everything else wrong and still make profit. But if you don’t have enough customers, you can do everything else right and go broke.

In today’s competitive market, why should customers buy from you? Many of my students and clients had trouble answering this question. They respond with things like “we have been in business for 15 years” and “we have the best service” or “our quality is the best” and so on. Well, if you’re a Doctor, Lawyer, Professor, Engineer, Teacher, Accountant, or other professional, that may be the case. But it’s an arrogant and very dangerous attitude as a Salesperson, Entrepreneurs or Business owners. The truth is that the success of any business isn’t determined by what any body knows. Its determined by what sells and how well you sell it. As a salesperson, it isn’t what you know but what your customers buy that counts most. In a personal business, it’s easy for you and me to think of ourselves as the business. Don’t be fooled. The customers are the business. We are the service providers. As homour writer Linda Perret remarked, “The customers isn’t always right, but he’s always the one with the money.”

The first thing you need to realize is that success in the regular job and the Salesmanship/Entrepreneur's world involves different journeys requiring different maps. Too many new salespersons in Nigeria fail simply because they continue to think and act like regular employees. You have a great self-image, high expectations, a positive attitude, and steely determination. But you aren’t going to be successful following the wrong map, and this misconception maybe holding you back.

Creating value is the key. What do people buy? Benefits! Customers any where in the world exchange their hard earn money for something they believe will satisfy them more than the money they have to pay for it . No customer will buy from you or me except they are well convinced that the value they get is greater than the cost. So whatever your choice of business, your basic job is to offer a product or service and convince customers that its worth far more to them than the money it cost. That is called creating perceived value, and if you are good at this, you won’t lack customers.

So adopt the successful salespeople’s map today. Forget about your own view of the world. Put aside your ego, prejudices, and your opinions and look at the world through your customers eyes. Who are your customers? What do they want? What’s value to them? How do I provide it? Do I need advice or training? Answering these questions correctly is the key to success in any endeavour. A Sunday time author Michael Morris remarked and I quote “customers buy because your marketing is better, meaning you have put together a proposition that is more relevant to them than anything else on offer.” And that’s it. Get it right, and you could be on the way to fortune. Get it wrong and there is no point in going any further. Please, feel free to share your thoughts and comments while we prepare for the next lesson:

ephreall:
seems this piece is directly meant for me. been offered a job as a Financial Planner in one Insurance coy some days back. it was later that the manager made me to understand my role as a marketer. Am in Osogbo (came new), and my survey about the town made me to understand that many people are not really been enlightened about insurance and d coy fails to make make adverts in the state's media houses. another thing to consider is there are limited companies/organizations that can buy the products, and I believe there are large numbers of colleagues who started the sales and more to come, we were being given a stipulated target to meet every month for salary. my question now is, is there possibility for a good sales of this insurance products considering the town, sales representatives like me that are out there, and the target population. please someone with a good knowledge of insurance/familiar with d town should Endeavour to share.

hisblud:
Hello op

Is marketer same as salesperson?

How realistic is it to raise #60million in a month as a banker when you have more than 5 banks competing for the same customers?

angelo2015:
wow!!! Thanks OP! I have an interview on Monday in a fashion company that deals on jewelries for sales executive. I really don't know what to expect because this is my first

SalesConsultant:


Thanks for your Question.... Marketing is a much broader concept of how you firm relates its product or services to the general public. Sales is only one part of the equation. However, the terms Marketer and Salesperson are most times used interchangeably. In the Nigeria context there may not be any significant difference, although this positions may differ in alot of ways especially in a large firm. Please type your search on Google, you will get more clarifications.

Secondly, whether the N60Million is unrealistic is something i cant tell. Do your situation analysis. Ask questions, U MAY UNCOVER SOME FACTS.

Lesson Two:
How to Win New Customers

SalesConsultant:
Thanks for all your thoughts, comments and calls. I'm indeed grateful!

liveyourlife:

Post na! don't u know that Delay is dangerous/expensive

SalesConsultant:
Lesson Three:
What They Never Told You About Selling
In ancient Greece the great Hippocrates outlined the four behavioural styles as sanguine, choleric, melancholic and phlegmatic. Except you wont be dealing with human beings, each person you come across have his or her own dominant behavioural style. This affects their choices and to a greater extent, determines how they make their buying decisions. In 1932 professor Lionel Robin pointed this out in his definition of economics as the science that studies human behaviours as a relationship between ends and scare means which have alternative uses. The illustration below will show us why this definition was largely acknowledge and accepted across the world and what no one ever told you about selling.
Now, imagine the advert of a Mobile phone on TV with all the enticing graphics, smiling faces and the appealing effects as you read this:
“GET THE LATEST XXXX PHONE. CHECK OUR THE STYLISH DESIGNS WITH CUTING EDGE TECHNOLOGY OF SMART BUSINESS TOOLS FOR GOAL GETTERS. ENRISHED WITH SOCIAL APPS THAT MAKES YOU AND YOUR FRIENDS COME ALIVE, IT’S COME WITH ONE YEAR GUARANTEE AND A 24HOURS CUSTOMERS SERVICES AT AN UNBEATABLE PRIZE OF XXXX ONLY. YES! THE REAL VALUE FOR YOUR MONEY GETS YOURS NOW!”
Together, lets now look the at the choices of words used in this advert and then do a little analysis, with regard to the well known four behavioural styles in our society:
SANGUINE: They are the friendly, stylish people in our society. They love to look good and are usually the first sets of people to try out new products or get latest gadgets, cars, visit entertainments centres, wear clothing’s and electronics, especially ones that tends to improve their social status, get more admirations from friends, spouse and colleagues. To these folk’s the right words are LATEST, STYLISH, SOCIAL AND COME ALIVE as used above.
CHOLERIC: They are dynamic, adventurous and fast pace people who hate to waste time. If what you sell will help them perfume faster, achieve their goals or objectives they are in. the cost is not much of an issue. To these folks the right words are SMART TOOLS, TECHNOLOGY, CUTTING EDGE, GOAL GETTER as used the illustration above.
MELANCHOLIC: They are peaceful, amiable and easy going people. They won’t deliberately offend you and they don’t need any trouble from you either. Friendship and relationship mean a lot to them. So they need some assurances that you truly value their patronage and you are not another hit and run hawker. So to these folks the right words would be 24 HOURS CUSTOMER SERVICE, GUARANTEE as also used above.
PHLEMATIC: They are the most difficult people to sell to. They won’t buy because it is new, latest, stylish or hottest in town. Even your customer care means little or nothing to them. Like accountants, they are more concerned about the benefits cost ratio. So the right word is REAL VALUE FOR MONEY as used above.
Together, let us once more at the illustrated advert and try to make a sense out of it. Here it goes:
“GET THE LATEST XXXX PHONE. CHECK OUR THE STYLISH DESIGNS WITH CUTING EDGE TECHNOLOGY OF SMART BUSINESS TOOLS FOR GOAL GETTERS. ENRISHED WITH SOCIAL APPS THAT MAKES YOU AND YOUR FRIENDS COME ALIVE, IT’S COME WITH ONE YEAR GUARANTEE AND A 24HOURS CUSTOMERS SERVICES AT AN UNBEATABLE PRIZE OF XXXX ONLY. YES! THE REAL VALUE FOR YOUR MONEY GETS YOURS NOW!”

Now, with more careful observation you will come to understand why this kind of advertisement is targeted at the general public and, at the same time come to appreciate Professor Lionel definition of Economics. Perhaps, you too have come to see things more clearly. This therefore shows that each person has its hot button.
Selling is an art! Which mean, anyone who puts his heart into it can learn the entire in tricks. However, you must stop locking at things on the superficial levels, and start looking at the underlying contest behind the motivations of customers. Remember, the process of selling is to convince your target customer that they will be better off with your product or services than they will be with the money necessary to buy your products or services.
Take sometime, to view your products or services from the standpoints of your potential customers. Do so with regard to their behavioural style. And then ask yourself “who am I really selling to?” “Do my customers cut across the four behavioural styles or just some?” “Am I using the right language?” Well, selling his not as difficult as you think. For instance if your product is targeted at the sanguine in our society, your job is to convince them that your product, services will make them look good, be more appreciated by their peers or the opposite sex, show them how it will improve their appearance, prestige, social status, get more approval from friends and recognitions compared to what they have to pay for it. And if they can afford it, why won’t they buy from you?
As simple as it seem, many business today budget millions of naira yearly on adverts and promotions on televisions, radio, internet and so on. Only to end up using the wrong language on their target customers and then, wondered why the heavy campaign of their product and services is not yielding the desire results. Do it right today and you could be on your way to fortunes, do it wrong again and go broke. I wondered why they don’t teach this in school! Please feel free to share your thoughts and comments while we prepare for the next lesson:

Ab2019:


I really appreciate and salute your expertise...for the first time you make this platform so educative. I say more power to your elbow.
Please How can one deal with a customer that one can get to through middle man? To Make it more clearer, I am a Medical/Sales Representative ( I don't know if you know anything about this profession) but in short it is about marketing pharmaceutical products majorly drugs. Here your customers are Patients but you can only get to them through doctors which are middleman. You have only doctors to talk to not the patients that are using the products. So, how can one manage this situation

SalesConsultant:
Lesson Two:
How to Win New Customers

When what you sell is right for the customer, and he wants it, then you need to take charge of the end of the sales process. If you don’t, you are going to lose a lot of sales especially if you do not understand the psychology or mind twist of new customers.

Once a new customer wants to buy what you sell. Sure, new set of problems and fears begins to trouble them. What if their business partners, boss or spouse doesn’t like it? What if the product didn’t do what you promised it would do? What if they aren’t happy with it? What happens when customers to like it? How will they pay for it? [/i]Off course, you should anticipate these issues before they arise. [i]Your primary job now is to reassure them and try as much as you can to take out the uncertainties or fears out of the buying process. Yes! Always offer flexible payment options or money back guarantee and you will get more customers. Well, sooner or later, every business owner must guarantee its work but the smart ones do it up front and even add incentives for buying now.

If customers are afraid it might not work for them, tell them you have numerous satisfied customers who had the same initial concerns and are glad they went ahead. If they are worried about affording what you have to sell, tell them you’ll workout a payment schedule or help arrange financing that they can afford. Just as they may need to think over it, still remind them of your money back guarantee and give them the[i] incentive for buying today[/i]. As a matter of course, make it very easy to buy, risk free and a reward for acting now.

True, you should not manipulate or trick anyone to buy your product or service. Customers communicate! [/i]That won’t keep you or your brand in business for long. [i]The idea is to show your new customers or clients the advantages or added services they would get buying from you. Summarize these benefits and when you finally get your customers or clients thinking of it, then politely asked for the order. “Would you like to try it” “Try it, you have everything to gain nothing to lose” “I know you are going to like it” “when can we get started” or “should we deliver one for you today”. If you ask for order this way, you are going to get a lot of business and new customers as well. It’s that simple and that important.

With this mindset you aren’t going to get nearly as many refusals as you would by just talking about your products or services and stating your rigid prices and policies. You are going to get your fair share. And when that happen my friend don’t take it personal or let it discourage you from asking others for their business. You can also ask customers who don’t buy if you can check with them later date or perhaps if they know someone who may be interested in what you are selling and move on. However, with persistent, a lot of today nos can be tomorrow yeses. [/i]That’s the price of doing business. When you finally get yes as I suppose, throw in something extra that they weren’t expecting at no extra cost or charge them less than the initial price you quoted. If they asked for a special favour, do it and another one they didn’t ask for [i]make that first impression a memorable one. Make your new customers say wow! No one can advertise or promote your product or services than your well satisfied customers or clients! Please feel free to share your thoughts and comments while we prepare for the next lesson:

moststylish:
wat about if the price is rigid since u are selling for a particular company.i just got a job at kadick,one of the marketers of mtn n other telecom product here in warri and i have been asked to sell POS machines for printing recharge cards with a target of 5m recharge card sold a month.how do i go about it now?

SalesConsultant:


The two common types of objections you likely encounter as a salesperson are:
1. I want to think it over
2. Your price is to high

Now the best way to handle all kinds of objections are:
1. Anticipate objections and deal with them before the customers bring them up.

2. Even while u already have ur answers at ur figure tip do not interrupt ur customers. allow them finish

3. Use the feel, felt, found formula. How? Take a depth breath, look them right in their eyeballs and calmly say, " I understand how u feel.... And here inject what they found out that would change their minds.

Here is the ultimate formula u may adopt or modify if you please. When a customers say that your price is high like in your case where u can't do much about it, your reply maybe

" I don't think the major issue is about the cost being high, Mr customer, but when you add the benefits of quality, subtract the disappointment of cheapness, multiply the pleasure of buying something good, and divide the cost over a period of time, the arithmetic comes in your favour.... If it cost you some thousand naira but does you a million naira worth of good, then by any yardstick you ve bought a bargain, have nt you"

keep this formulas in mind the next time you encounter objections. Good Luck!

moststylish:
thanks a lot for ur advice.althou i not gone to the field cos am still in training on how to use and sell the machine hopefully nextweek we are going to hit the street,from what i heard,the streets are not smiling,but i know success can be achieved.pls i will like more hints from you to conquer and also believing God for wisdom

taurus21:
For the first time in a very long time I find a topic worth commenting on, keenly following Op. I've been in sales for a few years now and I can tell you its a profession with a very bright future for anyone who's ready to work and get rewarded handsomely.

donephi:
This is one of best thread have come across with informative and educating content. Thank you for impacting me with the investments of your personality.

I happen to work for a sales company presently. I have always been a seller right from my years of been an undergraduate. It's been a struggle for me to meet my target.

We are into active lifestyle products eg portable rechargeable projectors, power vault, bluetooth enabled speakers, headphones etc. Our products are premium products which u can only find in premium stores e.g Istore, megaplaza,slot etc.

The complains u always hear from prospective customers are they are too expensive, we do not sale to individuals but distributors.

Meeting my targets is top most on my mind, how do I achieve this?

taurus21:
For the first time in a very long time I find a topic worth commenting on, keenly following Op. I've been in sales for a few years now and I can tell you its a profession with a very bright future for anyone who's ready to work and get rewarded handsomely.