A good sales rep would never intentionally confuse a client, but clients are confused all too often when sales reps send mixed signals. Sales reps may try to sell products or services that the customer doesn't need. They may try to step into the buying process long after the customer needed guidance. They may simply offer valuable advice without giving any practical solutions.
When your sales reps are trained on how to be clear with clients and to follow a practical approach, confusing your client will no longer be an issue. Let's look at the three reasons why you are confusing your client and what you can do to fix the problem.
Confusing Your Client Mistake #1: Failing to Educate
Yes, you may have a fantastic solution to your customer's problems, but if your sales reps fail to teach customers the details on how your solution provides the value that is promised, confusion will ensue. This situation is not only frustrating for your customers, but it's also incredibly frustrating to your sales reps. They know they have a great solution. They've seen it work. They just can't get the customer to see how helpful your products and services can be to them.
The solution to this problem is to develop a plan that ensures appropriate and detailed explanation of the value generation process. Maybe one or two of your sales reps have already developed good ways to educate customers. You can use their successes in the development of your support plan and then train all of your reps to not only be sales people but also trusted educators. As they teach potential customers, they not only gain respect, but they also gain confidence and deeper relationships.
Confusing Your Client Mistake #2: Failing to Tailor
Let's say you've successfully incorporated a teaching aspect to your sales reps' presentation process. So far so good. They're making more sales and developing valuable networking relationships with customers and future clients. But there's still room for confusing clients if they don't tailor their approach.
Tailoring a sales approach doesn't have to be time consuming or difficult. It might require a little bit of research if you're unfamiliar with a particular industry or company, but it can make a big difference in the long run. For example, let's say your sales reps are accustomed to working with banks, but they'd like to try out your products and services with credit unions. Credit unions have a lot in common with banks, but they're not exactly the same. By learning a little about credit unions and how they operate, your sales reps will have much better success than if they show up for a meeting at the credit union and make assumptions based on their work with banks. Teach your sales reps to tailor, and they'll find even greater success.
Confusing Your Client Mistake #3: Failing to Take Control
In any relationship, parties take turns having control, but some sales reps allow the customer or potential client to always take control. The sales rep allows the customer to control the timetable, the conversation, the training, and more. Of course, your sales reps should always be courteous and respectful of your customers, but they should also feel comfortable taking control.
How do sales reps take control without coming across as overbearing? The best ways to do this is to bring new ideas to the table, create real value within the sales process, and always keep things moving toward the direction of closure. By being strong in these ways, your sales reps can avoid confusing a client, and they can also work towards a successful sale.
If you find that your sales reps are coming up short due to confusion, focus on correcting the above three mistakes. Help them to be more valuable by helping them to teach, tailor, and take control of interactions with customers and potential clients.