HOW TO WIN COMPETITORS’ CUSTOMERS
HOW TO WIN COMPETITORS’ CUSTOMERS
1.Think long term Don’t give up when you hear, “I’m satisfied.”
Satisfaction may be temporary. Your prospect’s needs may change,
or you may provide a good reason for switching.
2.Develop a relationship Once you’ve mastered the relationship
strategies, you will be able to determine quickly whether you
can develop a rapport with a prospect, sale or no sale. By
developing a friendship, you will be able to …
3.Study needs Take your time, do research, and ask a lot of
non-threatening questions so you can find out your prospect’s
needs and how well they are being satisfied. The key is to find
a need gap and offer a solution.
4.Sell yourself Personal chemistry is important, but so is the
knowledge that you are an enthusiastic, earnest, professional,
ethical, caring expert who would be nothing but an asset to know
and do business with. Come up with new ideas for your prospects.
Show them that you are on their team, sale or no sale.
5.Add value So many products and services are commodities that
differentiation may be difficult. That is why you sell yourself.
That is also why you have to differentiate your product with
added value such as service and performance guarantees, superior
services, and better delivery schedules – whatever it takes to
be better.
6.Ask for a no-risk trial order Many customers are loyal to
their suppliers, but will grant you a trial order if you ask for
it. Make it a no-risk proposition. Ensure your prospect’s
satisfaction with some kind of guarantee, and bend over backward
to make sure the trial order makes a very positive impression.
7.Ask for a portion of their business “Stealing” a competitor’s
customer may not be an all-or-nothing deal. You may have to do
it bit by bit, proving yourself slowly as you go along. Ask for
a small percentage of the prospect’s business and you may find
that percentage will grow.
8.Be persistent Nothing succeeds more than persistence. All
things being equal, the persistent salesperson will win the
account every time. Keep in touch with prospects, think long
term, be a consultant and ally, and you will plant
drought-resistant seeds.
©Frank Furness 2004 ABOUT THE AUTHOR Frank Furness is author of
the ‘Finding New Business and Clients’ and many other products
that can increase your business on CD, DVD and Video NOTE:
You’re welcome to “reprint” this article online as long as it
remains complete and unaltered (including the “about the author”
info at the end), and you send a copy of your reprint to
frank@frankfurness.com Take a look at other articles, free
software and eBooks at http://www.frankfurness.com/
