The Devil is in The Details

The Devil is in The Details

How do you get and keep customers?  The most important question in business and one that companies spend billions of dollars trying to figure out.  I am going to put forth a strategy that works and has worked for centuries: Pay close attention to details.

Selling is Psychological

Customer acquisition is a function of sales and marketing.  Selling is a psychological function, convincing a potential prospect that you and your company are the best suited to help them achieve their needs, wants, and desires.  Couple of things to note in that statement, I said “YOU” and “HELP THEM ACHIEVE THEIR NEEDS”.  They do not care about the features of your equipment, about how big or efficient your company is, or what types of products you sell! Oh, I can hear your objections already, “my customers do care about my equipment, it was the new piece of equipment that got me the account” or “my customers like the fact that my company is small, well organised, and everything is tracked via Excel” or “I got the account because I had XYZ product”.

While all of these objections have gained you business, do not be fooled into thinking that all customers think this way.  You were addressing an issue that the customer had a preconceived notion about.  YOU inadvertently helped them achieve their needs without realizing it.  Even a blind squirrel can find a nut!

Ask Questions – Understand the Answers

Details: What is important to the customer?  How do you …

Read More