It’s easy enough to have a sales conversation with a customer who is ready to buy right now. But, what if the customer standing in front of you is a sale in a week, or a month, or a year?
It is important to remember there are multiple factors that go into a customer’s decision to buy. Their level of urgency in fulfilling a want or need is one. Their personality type is another that may factor in. For the customer who is an impulse buyer or desperately in need of a solution to a problem, the pitch may be as simple as pointing out your product or service and noting the role it would fill in their lives.
For the more discerning customer, we have to be more thoughtful about our approach. We can evaluate on the fly if the customer responds to facts, to stories, to emotion, to comparisons. If we can see what type of information that customer responds to, we know what they are looking for and what type of information will stick with them long-term.
When the active conversation stops, what is the kernel of our message that will resonate with them long and loud? What tools can we introduce that passively continue the message? A newsletter, a blog, a well-positioned ad, for example.
If the customer needs time, we need to give them that time while reinforcing the very message that spoke to them. Once the brain finds the pattern of associating a brand with a particular message, the marketing work is now happening for us! And whether that customer walks back into the store or refers someone else – THAT is the message that will compel them to do it.
The more we can read our customers and their interests from the first conversation, the more we are able to pace the conversation long-term to cultivate the lead into a sale!