J.J.A Sales & Marketing Strategy

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1. Getting to know the customer/client- This is the initial stage where you endeavour to familiarize yourself with who your customer may be. Some people smartly do research on the people who they intend to do business with, if however, you are selling a product or service where you engage random markets then you should have an understanding of the purchasing and selling culture of the market.It is smart to inquire about related and reasonable aspects of the customer’s life, so that the type of relationship established is less like a customer and sales clerk relationship and more like two co-workers at lunch.
(a) you may ask them few questions about family history.
(b) you may ask them about their passion for work/family/other interest.
(c) you may also ask them for advice on how to do something they are already great/good at.

2. Exposing your product- Make your product appear as the best therefore rare. I chose the word expose since most things that are exposed suggest it is something that was kept reserved or hidden from people. This makes the product seem valuable or special to a possible user/ purchaser. When people are considering to purchase a product or service, it makes them feel exceptional when the product or service puts them among an elite group or a prestigious group of purchasers. There is just something about exclusivity that appeals to customers, this is not to suggest that they be made to think they are one of the only purchasers, however it is an interesting feeling when people feel singled out amongst a few.

3. Let the product sell itself- Most people are familiar with the phrase ‘selling the product’, However good products often sells itself. It is always good when you believe that others will benefit from having your product, this makes sharing the advantages and experiences with the product more realistic and telling. Truly, you should be ‘showing your product’, and then allowing the product to sell itself. If you are spending the majority of your time convincing people to buy your product and less time showing the product, then your problem may not be a selling one, but a product problem.

4. Asking the big question- The big question is a must ask question but can truly make or break the sale, asking the customer, “Can you see yourself benefitting from a product or service like this?” Their are some who see this as a ‘set up’ question, Precisely, the question does not ask, Do you want the product/ Can you afford the product/ Do you need the product or Do you like the product. This question is really placing the customer in a position where they must on their own determine the legitimacy of the product in their mind. Once customers agree that they could see themselves benefitting from using a product then the product would have already sold itself.

5. If you could afford would you buy- There are not many things we see that we want, and are able to afford, but do not buy. This is also a very strategic stage in the sale, again you’re not asking the customer to purchase, but asking them if they found the price to be a reasonable one would they buy. Again there are few things we want and are able to afford that we do not buy. Usually this question leads to the closing stage of the pitch.

6. Closing- This is the stage in the sale where it becomes a matter of cost verses bargain. The only thing more important than whether a customer can afford a product is if they see the product as an unquestionable want or need. Many people find a way to purchase the things that they want and/or need. The closing phase of selling a service or product may be sad and embarrassing when agents bring themselves to the point of begging, begging often takes away the prestige from a product or service. It is in the sellers’ interest that a customer departs feeling they have lost something special as oppose to the seller departing feeling he was the one who lost a sale. I know you have probably heard of buyer’s remorse, but have you heard of ‘refuser’s remorse’. There are many people who leave a sales pitch after saying no to the agent, they often depart feeling disappointed about their ‘no purchase’ and then later return to make the purchase they had initially refused. Remember when closing the deal always close strong, it is always good to give a potential customer the best deal considering the mutual interests involved. However, never confuse the reputation of the product or service with the reputation of the Sales and Marketing agents. The value of a service or product far exceeds the possibility of an individual’s raise or commission, Customers respect the seller when he does not compromise the worth of his product or service for a few bucks.

By. JJA

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