Happy Customers Pave the Way - An Introduction to Customer Service and Sales for Small Business

This simple introduction will assist new sales people to implement a successful sales routine built on positive customer service habits. Most sales trainers discuss the five steps in the selling process. These steps are greet, qualify, present, handle objections, and close. I will be adding delivery, and follow-up to these steps. The first five steps deal with convincing the customer to buy your product. The two added steps focus on executing the agreement with the customer and following up to make sure she is happy. A happy customer might tell one or two friends, an angry customer will tell everyone she knows. This is why the last two steps are arguably more important than the ones taken to close the sale.

Take some time to prepare yourself for selling. Check your physical appearance, make sure your clothes and skin are clean, body and breath are fresh, know your product inside and out, clear your mind of all other thoughts, and smile. Careful preparation will give you the best chance of making a great first impression.

Engage your customer with a warm greeting. Smile, shake her hand, speak clearly, exchange names, and use her name throughout your presentation to remember it. Body language is over ninety percent of our communication so make sure you're not pushing her away. Actions like crossing your arms, placing your hands in your pockets, or touching your face can relay a message of discomfort. If you're uncomfortable with your product she will be too. Maintain frequent eye contact and don't fumble with things or you may be viewed as dishonest or nervous. Breathing, speaking, and moving slowly can add a calming sense of control to your presentation. Personalize her experience and she'll be excited to do business with you.

Qualifying is discovering the needs of your customer. Listen well because she is actually going to hand you a road map to closing the deal. The biggest mistake you can make is not listening. When she talks you must train your brain to shut off and listen. If you are thinking about what to say next you will miss information that is crucial to closing the deal. The customer is saying "This is what I want, give it to me, and I will give you my business." The most important question you can ask is "What is most important to you?" Her reply will give you the key to gaining her business for life.

Present the product you feel will meet her needs. As you show the product, explain to her why it's relevant to her needs and use benefit language. Benefit language is explaining to her how she will benefit from the product, not simply reading a features list. For example, a customer has asked for a vacuum with the most cleaning power. If the vacuum salesman replied "the motor of this vacuum runs at 50,000 rpm's." The customer could turn away because that is not what she asked for. The speed of the motor is a feature and is not useful information for her. The benefit language would be: "The speed of this vacuum gives it the most cleaning power of any vacuum in the world." This language states the feature, but more importantly explains the benefit she has requested.

There are many reasons she may object to purchasing your product. She may not have been clear about what she wanted, you may not have been listening, or you didn't explain the product well enough. The best way to handle objections is to ask questions until you understand the root of the problem. Once you have pinpointed the cause you can present a product that is more suited to her needs, or you can re-explain parts of your presentation that she may have misunderstood.

During the entire sales process you should be watching for closing signals. Closing signals are signs given by the customer that she is ready to move forward. The obvious signals are "Ok, I'll take it." or "I want to buy that one." Sometimes a closing signal is subtle like "When can you deliver it?" or "Do you offer financing?". When you recognize a closing signal, immediately stop selling, close the deal, and begin your customer service routine. Dead time between the closing signal and executing the agreement can lead to the customer changing her mind.

Delivery of your product may be a literal delivery to the customer, or if your product is actually a service your "delivery" may be executing the service you provide. Whichever method your delivery requires, make sure you fulfill the promises made during the sales phases. If you don't deliver as expected you will lose future customers and referrals.

Follow up is possibly more important than any other phase of the sales process. Even a customer that is less than satisfied with your service can be won by consistent and positive follow up. Create a follow up routine that reminds you to contact customers on a regular basis.

Take the time to offer a personalized experience to each new and old customer. In sales you must remember that your job is not to sell the product, your job is to make the customer happy. Happy customers lead to referrals, and referrals lead to tripled sales figures.

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