Cementing the Sale

By Charine Brown

As a new business owner, I decided to support other new businesses whenever practicable. This has paid dividends in some areas, and caused headaches in others. Recently I felt it necessary to “fire” a supplier.

Before doing so, I decided to explain why I felt this business had not met my expectations. I took the time to write this because all too often in business, as in life, when people vote with their feet we never know why they walked out on us. I hope these points will help other new business owners also.

• When a customer comes back to you with the news that they have found your product or service somewhere else at a lower cost, don’t assume that you are being fired. You are being signaled that you haven't cemented the sale. A customer is "yours" when they are thoroughly committed to your product or service. Until then they are just going along with you until something better appears.
  
  
• Don't forget the paperwork. Ethical considerations aside, once you have a client's signature on paper you both can feel more secure about the terms of your relationship. If he or she is reluctant to sign, this is a tip that you have not yet won the sale and you need to find out why and reinforce the benefits your service will provide. Cement the sale.
  
  
• Ask questions. Never take for granted that your customer wants your product or that you have met your client's needs. You don't want to be blindsided.
  
  
• Keep in touch. I have had the same insurance broker for twenty years. She always returns my calls. When she hasn't been able to meet my needs within a week, she calls and keeps me posted. My impression of her business ethic is positive and professional – all because she keeps in touch.
  
  
• If you must break an appointment, break it before you're due to show up. Things happen. You are more likely to be forgiven if your client knows you value his or her time, too.
  
  
• Identify what the customer doesn't like about your service. You really need to know in order to effectively support your product and complete your sale.
  
  
• Last, don't give up easily. Just because someone is looking at better pricing, doesn't mean the competition has a lock on the deal. Some people buy for price, some for quality, some for location, some just because they were reassured they “wouldn’t regret it.”
  

When you ask questions, keep in touch, identify your customer's needs, and follow through your business will develop momentum and closing sales will become second nature.

Charine Brown has a background in teaching, advertising, sales and marketing. Recently, she turned her lifelong interest in sewing into a full-time business teaching. She instructs group classes through Joyce’s Sewing Shop in London (519)433-5344, and offers private lessons by appointment (519)685-4199, sewingsuccess@rogers.com.

Published in Networking Today, June 2004.