Customer Needs In This Economy

posted: Friday, October 7, 2011

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We’ve talked many times about how important it is to get to know each and every customer that you come in contact with. We’ve also discussed how the current state of the economy effects the field of sales. Those two ideas are intertwined these days, so how does the current economy effect a salesperson’s approach?

We always want to get to know our customer, that’s why non-business conversations are so important. Professional salespeople also want to get to know their customer’s wants and needs, as it makes it easier to satisfy each and every one of them. With that said, the current state of the economy only heightens the need to get to know all of your customers. Why is it important?

I don’t need to tell you how many people are struggling these days with unemployment, underemployment, falling stocks and rising prices. With all of those things going on, people still want to buy goods and services. It is also true that because of the current circumstances, customers are going to be more diligent when buying. That’s where getting to know your customers becomes even more important than ever before.

Customers do not have "extra" cash on the things they need to buy, so the professional salesperson will take the time to get to know exactly what their customers want. For example, if a young man comes in wanting to buy a pair of earrings for his girlfriend but only has a certain amount of money to spend, it is up to the salesperson to offer him choices that fit that budget. Just because you are working within your customer’s budget does not mean you cannot offer choices, chances are you have more than one set of earrings that will fit into his budget.

We live in some tough times and a lot of people are just trying to get from today to tomorrow. A professional salesperson can still thrive, it just takes a little more effort. If you are willing to take that extra five minutes, get to know your customers and their wants/needs, and what they can afford, then you can sell in any environment. Customers will remember how you helped them when times were tough and will come back when times are better. Take the time know to assist your prospects now and reap the benefits later.

FINAO - Brad Huisken

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