- Posted September 19, 2013 by
Radical Business Consultant Rescues Retailers With Boxes Of Chocolates, His Designer Cuff Links And The Five Top Reasons Why Customers Try To Avoid Them.
Question: So whose fault is it?… Answer: It doesn’t matter…
Let me take you back to a time when almost two decades ago I got hired into my first sales position. There the business owner said ‘you’ll do it my way or the highway’. What does that mean I asked… he said ‘you’ll serve the living daylights out of people or you’re out of here’. How do I do that I replied. And to which his final words were something like ‘follow me or else’.
Anyways, the point I’m trying to make is that my incredible sales success over more than two decades of work has been largely at the hands of helping, serving and selling clients in that specific order. Understanding the following was also a big help:
Top 5 Reasons Why Buyers Avoid Sellers…
1.) People are drawn to people who command bigger audiences. Now, I know this might sound crazy but just ask your teenage son or daughter who they think is really, really cool… I’ll bet you they tell you the name of someone who draws a really big audience. You see somewhere along the line we as a population have become overly obsessed and attracted to people that draw much bigger crowds. It’s all in your power. The more people you attract in any part of your life the more customers you attract in the business part of your life. People buy from those that draw crowds or they don’t.
2.) People buy from salespeople that talk to them as real people. The internet like with anything has its good points and bad. One of the real bad things is that it’s made people very, very relationship starved. Now I don’t really know if that’s truly the case but think of the last time you purchased something of great value. Didn't you have a very detailed, intimate and comprehensive conversation with the salesperson either about their product, service or something entirely different? People buy from those that can begin, hold onto and carry deeper conversations than others can.
3.) People make purchases to either improve their environment or make purchases inside better environments than they’re used to. Starbucks as you know has got this figured out big time. Imagine offering five dollar cups of coffee and people still paying more to get the whipped cream and sprinkles added on top. Clearly, people go to this coffee establishment because of the higher sense of connection, community and consciousness it delivers with the products they sell. And guess who they are appealing to. It reminds me of when I used to run some of the top nightclubs in the city. Everything we did was designed to attract women. Get the women there and the men will follow. Men only and soon they leave to go find the women.
4.) People are actually men or women and each of these groups buys for entirely different reasons… and it’s almost never for the products you sell. Today, double income, leveraged to the max families are quite common. Don’t ask me why this is, but in this type of environment women make most of the major buying decisions. And today, most women’s internal programming is to want to stretch dollars by buying things on sale and on spending wisely. Although women may buy things at regular prices, they are in fact turned off by business owners that do not have anything visibly or verbally on sale.
5.) People are looking to make intimate transactions and connections and for the most part cool technology doesn't do it. Have you ever noticed how technology driven we've become these days. And the real big problem is that it’s getting in the way of truly person to person interested contacts. Now, one might argue that getting computer systems to manage lots of customers is a virtual necessity, but I would argue that the more customers you serve the more you will have to reduce your prices and compete with the big box stores or other discount service providers. Once a company goes down the road of implementing technology to handle bigger crowds of buyers, they’re doing it without the customer in mind… because customers don’t really want it.
By now, you’ll probably want to know a little bit about how chocolates and my cuff links fit into the picture of helping business owners dramatically increase their sales which helps tremendously with their cash flow and profits.
Simple, it’s always better to lead with a gift instead of a business card. And if you need proof that this truly is the case, just remember back to when you were dating.
Second, it’s always better to dress for attractive instead of dress like you want. Yup, dress for attractive will attract a whole lot more people to you, even more than you will just dressing for success.
Rob Canyon is the CEO and Founder of Incredible Results Training Inc. in Collingwood, Ontario Canada. His firm specializes in providing independent sales team performance reviews and outsourced high performance sales training for clients located all around the world.