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MORE S.ALES WITH LESS SELLING
By Charlie Cook
www.marketingforsuccess.com

Have you ever passed by a bakery display case without
feeling the urge to buy at least one cookie, dessert or
cinnamon bun? Have you ever taken a child into a candy
store and not had them ask to buy at least one of their
favorite sweets?

The smell of fresh baked goods and the memory of the taste
of a candy bar makes us want to buy more. The owners of
bakeries and candy stores don't have to spend a lot of time
extolling the merits of their goods or the length of time
they've been in business; they can concentrate on helping
us satisfy our appetites.

Wouldn't you like to be in a similar situation with your
marketing? How would you like to have prospects who were so
eager to buy that you didn't have to sell, but could focus
instead on taking more orders?

If you are like most small business owners you'd like to
increase your s.ales but you don't enjoy selling. You don't
want to be seen as a pushy person, whether it is on the
ph0ne, in person or in your marketing materials. The
problem is that you don't sell baked goods or candy -
instead you may sell accounting, design, engineering, or
informational products and services.

What can you do to increase your s.ales and spend less time
selling?

Stop Selling
Stop worrying about closing the sale. Focus instead on
understanding what your prospect wants, and open the door
to a mutually profitable relationship. When a prospect
thinks that all you care about is getting their m0ney,
they'll view the relationship negatively and this can
easily kill the sale.

Start Helping
Once a prospect is at your web site or on the ph0ne with
you, they've demonstrated an interest in finding a solution
to one of their problems or concerns. Take the next step
and demonstrate your interest in them. Use your
conversation or your site to ask them q.uestions that will
identify what they want to accomplish and how you can help
them.

Help them clarify the problem they are trying to solve.
Even our prosperous bakery owner has q.uestions to ask. Is
the hungry customer looking for bread for lunch, or a
dessert for a celebration? How many people are they
feeding? Once you have all the details, you confirm it by
repeating the information back to them. "You are planning a
party for five couples and want a chocolate cake with mocha
frosting. Is that right?"

When your customer says yes, you've got your order. You
just used a series of q.uestions to get your prospect to
tell you what they wanted. You didn't have to sell
anything: they sold themselves. You helped them get what
they wanted. Isn't that what you'd prefer to be doing?

Obviously, the q.uestions you use to "sell" are going to be
unique to the products and services you provide. Remember
that when people come to you, they are hungry for a
solution. The q.uestions you ask can help them define
exactly what they need and, more importantly, what they
want. Then you can take their order.

Does this approach apply to selling less tangible and less
immediately satisfying services and products?

Imagine you're a financial advisor and you're having an
initial conversation with a prospect. You could launch into
an explanation of your services and the seven ways you help
clients grow assets using a strategic mix of stocks, bonds,
currency and commodities. If you did this you'd be likely
to miss connecting with them. Or you could ask them a
couple of q.uestions to identify what they want.

Most people have a common set of concerns related to
managing their assets. Use these to formulate your
q.uestions. Ask them:

- Do they have an investment strategy?
- What is it?
- What have the results been over the last five years?
- How risky or safe do they feel their strategy is?
- Are they happy with the investment return of their
portfolio?
- Do they want to know how to get better returns without
additional risk?

You could use a similar set of q.uestions to ask them about
their taxes, investments, and whether their individual
financial strategies complement or conflict with each
other.
Whether you sell cakes and cookies or services and
informational products, you can use q.uestions to move your
prospects to become clients and customers.

Ask the right q.uestions and you'll establish your
credibility while you help your prospects clarify what they
need and help them determine the value of your products and
services. Focus on helping instead of selling and your
prospects will thank you by increasing your s.ales.
-
2005 C In Mind Communications, LLC. All rights reserved.
The author, Charlie Cook, helps service professionals,
small business owners and marketing professionals attract
more clients and be more successful. Sign up to receive the
F.ree Marketing Plan eBook, '7 Steps to get more clients
and grow your business' at
http://www.marketingforsuccess.com

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