Every successful entrepreneur or small business owner, knows that once the sale has been made the next step is crucial.
Because the majority of service and product providers believe that once the sale has been made, the selling element is finished and now it’s all about delivery.
But that’s not the case
Without doubt, the delivery of your service or performance of your product is extremely important, but the fact remains that the selling process is still going on.
The aspect that often gets overlooked in all this, is ‘reassurance’. It’s at this stage that you need to find ways to show and persuade your client, that they’ve made a smart decision in enlisting your services or purchasing your product.
In this, our third and final article in the series on the ‘Art of Selling’, we’re going to look at how you reassure the client so they don’t have any doubts or concerns that buying from you was the right move, and also how you can potentially increase your sales as a result.
The art of reassurance
Have you ever bought something and then experienced a pang of doubt as to whether or not you did the right thing?
This is not an uncommon emotion and it can easily be felt by any of us, especially if you are a small business owner or entrepreneur, and you are responsible for the revenue in your business. Even in the corporate world where budgets are set and objectives are made collectively – everyone wants to know that it was the right decision and see a return on their investment.
So as soon as you land that client you want to reassure them that they have made the right decision. Successful sales people incorporate ‘reassurance tactics’ into their selling processes.
Going the extra mile
The order has been signed and it’s your chance to prove that you can match your words with actions. Here’s what you should do:
- Thank the new client for their business
- Tell them how excited you are to be working with them
- Confirm what has been agreed, including delivery dates and times, as well as payment procedures where appropriate
- Create a one-pager with testimonials and quotes or a case study you can share with your new client to reinforce the idea that they have made the right decision
- Let them know if they have any questions or queries that they can email you. Remember if your client has paid a premium fee, then give them a dedicated email address or telephone number to call if they have any issues. Steps 1-5 can be carried out with any size sale as with, for example, a £97 online course or a £67 event. A simple email will suffice. You could also carry out steps 8 and 9 but it will depend on the kind of costs and revenues involved
- Depending on the size of the sale and whether it’s an online study course or an in-person series of one-to-one meetings, ask the client or your main contact for a meeting. Ideally, face-to-face but if not possible then opt for a Skype call
- When you have the call, go through and reiterate each of the points 1-5 above
- You are now in a great position to find out why the client chose your service or product. Getting feedback on why you won the sale is as important as finding out why you lost a sale
- Now is also a great time to give your client an unexpected bonus. It could be a free report that people normally pay for, or an extra bonus call, or you could undertake a small piece of work for free that is relatively low cost to you but will delight your client. For example, if you are a graphic designer and you’ve just secured a contract to work on their new website then doing their Facebook page free of charge to reflect the new designs is a nice touch
Increasing your sales with upselling
Getting clients to buy a more expensive service or product can be difficult. However, by encouraging your clients to spend a little more, you can significantly boost your sales. And this can be accomplished without being pushy.
There are 3 possible approaches to up-selling
The first approach is at the point of sale – it’s where you offer your client the next step-up in your services or products.
For example, if you are selling an online programme and your client is buying the basic package at the point of purchase, your sales page can simply ask whether they would like to upgrade to the premium package.
I suggest you ask no more than twice, once as soon as they land on the sales pages and then just before they click the button to buy.
By showing a ‘table of attributes’ the client can compare what’s in the different packages.
The second method for up-selling involves gaining an in-depth understanding of your client’s requirements and will usually require you to sit down with them face-to-face and explain why the more expensive option is the right one for them.
This is a good approach for interior designers, coaches/consultants etc, as well as anyone selling high-end programmes – such as accountants, IT specialists or financial advisers who offer ongoing advice and have different levels of services.
The third method of up-selling is based on incentives. For example, having a reward programme in place.
We have all seen these in our local coffee shops and supermarkets but if you have several products to offer, for example you’re a beauty consultant or you run several online programmes, then you can incentivise people to spend more with you by offering them access to something extra.
Increasing your sales with cross-selling
Cross-selling enables you to maximise the revenue opportunity of each client.
The interesting point here, is that the more services you sell to your clients, the more profitable they become to you as a client, and more importantly, the harder it is for them to break away.
Cross-selling is all about educating your clients as to what your business offers.
If you haven’t been cross-selling already, then set yourself a target to cross-sell one service or product to each of your past and present clients and watch your revenues grow.
Some business owners do this really well through affiliate marketing; the idea being a service or product is offered because it’s a good fit with their own services or products, and doesn’t compete with them.
Cross-selling is normally carried out at the end of the client’s existing journey with you. You can hint about it along the way, but it’s best to wait until the end.
I would love to hear your views and comments on ideas around selling effectively, after the initial sale has been completed. Have you had any success with cross-selling or up-selling? We would love to hear from you so please share your comments in the box below and I look forward to connecting with you.
You can read the rest of the series and more great articles by Carole here!
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