Talking with potential customers can be a tricky experience. You may feel like you are walking a tightrope, having something to sell – and knowing you need to sell – but not wanting to come off salesy. The experience is subjective for everyone involved, and it can be difficult to find the right balance. If this resonates for you, keep reading. Today, we’ll look at the #1 rule for interacting with potential customers that you can use to guide you.
The rule is simple: In every interaction with potential customers, provide value AND create a stepping stone to the future.
In every interaction with potential customers, provide value AND create a stepping stone to the future. #sales #business #smallbusiness #smb Share on XThis rule applies to any potential customers, whether they have been customers in the past and you are working to retain them, they are new leads you are trying to close, or even in the moment of delivering your offering to them.
What this actually looks like in practice will vary from one conversation to the next, from business to business. Let the principle be your guide.
On one side of this principle, anytime you have a chance to communicate with a potential customer, you are getting an opportunity to make their world a better place in some way. You may be providing information, delivering something they purchased, or even just having a friendly chat. You are enhancing their lives in some way.
But don’t forget that this is your chance to lay down a stepping stone for the future or to go a bit further in guiding them towards a stepping stone that you had already put in position. (Read here for some tips in being effective with the calls to action you make for these stepping stones). This is part of your promise to yourself that you are going to nurture all of your prospects and work to retain your audience so you can create a loyal customer base.
If you follow this rule, you are taking care of them and you are taking care of yourself. In theory, everyone is getting something meaningful. You are creating a fair interaction.
Note that I don’t suggest you try to close your potential customers every single time you talk to them. That’s going too far! Stepping stones could be mentioning a blog you’ve written on an appropriate topic, a loyalty program you have in place, talking about a project that you recently did that you think they would find interesting. Closing a sale is something you build towards. You are in charge of putting the building blocks in place.
Closing a sale is something you build towards. You are in charge of putting the building blocks in place. #business #smallbusiness #biztips Share on XGuiding your leads along these stepping stones is an aspect of customer service. You are identifying issues your prospects probably have and letting them know you’re there for them. It can be rewarding for everyone involved.
The key to building a good relationship with your prospects long-term is to have a balanced, mutual reward.
The key to building a good relationship with your prospects long-term is to have a balanced, mutual reward. #smallbiz #business #biztips Share on XIf you are offering value to your customer but not to yourself, you will feel cheated. If you set up the next step without offering value to your customer, they will feel cheated. But if you are intentional about making sure that each interaction involves delivering complete value and setting up for the future, you will working toward a balance where no one will feel shortchanged.
As I noted earlier, subjectivity is always a factor in sales. Even in moments when you feel that you achieved balance, your potential customer might not agree. But this is the landmark you can work towards to ensure you aren’t being unfair to anyone in your approach.
Try to think about this #1 rule for the next week as you talk with potential customers. See what your tendencies are. Are you skewing too far in either direction? This is a great opportunity to recognize what you are doing and be mindful of creating balance.