Last week we looked at what to do, and this week we are looking at the opposite side of the What, How, Who, and Why of selling, which is:
- What are you not offering
- How are you not offering it (is our presentation unique)?
- To whom are you not selling?
- Why are you not doing this?
What are you not offering?
Most people (owners, managers and staff) have ideas of what they want to do in the business they either own or work in. Many times these ideas have a lot to do with their own interests or motivations, which while reasonable is not necessarily going to get the job done. Because of this you may not be offering customers the information that will close the sale.
How are you not offering it?
You are not offering the information the customers’ want when you haven’t discovered what it is the customer is looking for. If, for example, I like red wines, fifteen minutes of information on how you grow your Chardonnay grapes and how you make your award winning Chardonnay is going to cut no ice with me at all. That time could have been much more profitably spent talking about your red wines. Also many times crucial information is not offered until late in the visit. If it is something that will benefit the customer (such as special case prices or wine club info), let the customer know early in the visit so they have time to weigh the pros and cons and make a decision.
To whom are you not selling it?
Are you judging visitors when they come into your business? If you say no, you are probably wrong. We all judge, it’s part of being human. It is part of what keeps us out of danger. It helps to be wary. It also helps to understand that you have no idea how much someone may buy based on the car they drive, the clothes they wear or how much they know about your product. Many times someone may not buy because you haven’t taken the time to discover his/her likes, dislikes and purchasing triggers.
Why are you not doing this?
Remember that purchases are made through engaging the emotions rather than in the intellectual part of the brain. Buying is a process that is strictly emotional. Instead of facts, inspire your customers. What and How educate your visitors, the WHY inspires them to buy and become a long-term customers.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
