In the world of business, the ultimate goal is to make a sale. As entrepreneurs and small business owners, we are constantly looking for ways to convince our customers to buy our products or services. We invest in marketing strategies, sales techniques, and persuasive language to make our pitch as compelling as possible. However, have you ever stopped to think about how your customers feel about being sold to?
Roger Jackson, founder of Sensecheck, a company that helps small businesses with their customer experience, believes that customers don’t like being sold to. In fact, he argues that this approach can actually be counterproductive. In this article, we will explore why your customers hate being sold to and what you should do instead.
First and foremost, it’s important to understand that customers are not just a means to an end. They are real people with their own needs, wants, and preferences. When they walk into your store or visit your website, they are not looking to be sold to. They are looking for solutions to their problems, products that will make their lives easier or services that will add value to their lives. When we approach them with a sales pitch, we are essentially ignoring their needs and focusing solely on our own agenda. This can be off-putting and can even lead to a loss of trust in your brand.
Furthermore, customers are bombarded with sales messages every day. From billboards to TV commercials to social media ads, they are constantly being bombarded with messages telling them to buy something. As a result, they have developed a natural aversion to being sold to. They have become immune to traditional sales tactics and can easily see through them. This means that your sales pitch is likely to be met with skepticism and resistance, making it even harder to make a sale.
So, if customers don’t like being sold to, what should we do instead? The answer is simple: focus on building relationships rather than making sales. This means shifting your mindset from making a quick sale to creating long-term, loyal customers. By building relationships, you are showing your customers that you care about them and their needs, rather than just trying to make a profit.
One way to build relationships with your customers is by providing excellent customer service. This means going above and beyond to ensure that your customers are satisfied with their experience, even if it means not making a sale. When customers feel valued and taken care of, they are more likely to return to your business and recommend it to others. This can lead to increased customer loyalty and ultimately, more sales in the long run.
Another way to build relationships with your customers is by being authentic and transparent. In a world where customers are bombarded with fake promises and exaggerated claims, being genuine and honest can set your business apart. Be transparent about your products or services, their benefits and limitations. This will not only build trust with your customers, but it will also help manage their expectations, leading to more satisfied customers.
Additionally, instead of focusing solely on making a sale, focus on providing value to your customers. This can be in the form of useful and informative content, personalized recommendations, or even a simple gesture of appreciation. By providing value, you are showing your customers that you are not just interested in their money, but in their overall satisfaction.
In conclusion, it’s time to shift our focus from making sales to building relationships with our customers. Customers don’t like being sold to, but they do appreciate businesses that care about them and their needs. By providing excellent customer service, being authentic and transparent, and focusing on providing value, you can create long-term, loyal customers who will not only support your business, but also become advocates for it. So, let’s stop selling and start building relationships. Your customers will thank you for it.