Join Eddie Davila for an in-depth discussion in this video Marketing and selling, part of Business Foundations.
- Customers are interested. They're actually considering making a purchase. They've taken the step to seek out a representative or maybe they're at your website. Perhaps they even decided to visit your store. Now what? What are some of the key issues that need to be considered in making that first sale, and then having them purchase from us again? At this point, typically, customers are looking for trust, comfort, stability, and growth. All play a part in moving a customer to make a purchase.
Therefore, your people, your website, and your facilities all need to demonstrate that you are committed to the customer and their needs. That the company cares, that the company will be here if you need assistance, and that the company is looking for opportunities to get better. The facility, signage, furniture, cleanliness, how the company representatives look and act, the words that are used, the documents customers are required to fill in and sign, they all carry messages.
Are your people, facilities, and websites sending out messages that drive sales, or are they driving away potential customers? Let's consider delivery. Even when a customer is ready to purchase from your company, they'd like to know when the product or service will be delivered. Fast delivery, free delivery, easy in-store pickup, installation, it's important to know what your target market wants and needs and it's important to understand what your competition is offering.
The final hurdle in making a sale is processing the sale. Especially on that first sale or with any major purchase. Before you give your money over to any person or company, a number of questions probably race through your head. How many forms do I need to fill out? Why? Do I need to sign a contract? What does the contract say? What types of payment are acceptable? When will they tell me the final and full price of the transaction? Before the transaction is complete, will representatives push me to sell additional products and services? What are the options for canceling or changing my order? What happens if I'm unsatisfied with my purchase? What are the return policies? What happens if the item stops working? You are so close to closing the deal, and still, there are so many opportunities to scare away the sale.
Whether you're selling to a new customer or a return customer, consider the importance of your sales resources. Sales reps, facilities, website. Work to provide competitive delivery options and create hassle free business processes that protect both your company and your customer. Customers, they're here, they're interested. Now it's your job to show the customer that you are committed to giving them what they want and demonstrating that the transaction is only the first step in developing a long term relationship.
He also reviews the basics of the people side of business: managing employees and developing customer relationships. Last, he covers the financial and information management aspects of business and provides a basic explanation of economics, so that you can understand the relationship of your business to the bigger picture.
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- Understanding business goals, stakeholders, and resources
- Developing a product or service
- Selling a product or service
- Raising capital
- Managing employees
- Managing customer data
- Understanding finances
- Managing resources
- Understanding economics