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Keys to creating customized solutions

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Customers and prospects are demanding unique, flexible solutions from the salespeople they do business with. Top salespeople respond by creating and customizing solutions.

Six “focus” approaches

Here are six approaches that may lead to increased customer focus:

  1. Thinking from the customer’s point of view to understand their goals.
  2. Adapting to the customer’s agenda.
  3. Building trust with realistic customer expectations and reliability.
  4. Acting as a facilitator who understands the customer’s business.
  5. Earning the right to do business by turning products or services into specific solutions.
  6. Anticipating the customer’s goals, obstacles and anxieties.

Providing solutions

Customer focus may help you identify problems but it’s up to your to come up with the right solutions.

Here are three critical factors necessary for good problem-solving:

  1. Never try to solve a problem until you have all the information necessary to offer a solution. Get all the information you need first. It’s not a good idea to offer a solution and then look for information to support it.
  2. Take on the customer’s problem personally. Taking on the customer’s problem is an important focus strategy. Powerful things begin to happen when you go beyond merely trying to resolve problems.
  3. Don’t be satisfied with fixing only the immediate problem. Make sure there isn’t a systematic problem behind the one you’re fixing. Otherwise, you’ll be forever fixing the same problems.

Adapted from the book 97 Mistakes Smart Salespeople Make by Tim Connor a recognized sales trainer and accomplished author of more than 60 books.


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