How To Sell to Today's Wary Consumer
* Become a professional problem solver. Understand what is creating any customer reluctance and then use your know-how to create a solution. Listen to their objections, restate them to make sure you understand, then use the phrase "what if we . . ." to lead into your best solution or suggestion.
* Make it easy for customers to buy. Once you've listened, offered a logical option and solved any problems, the trust you have developed makes the buying decision the next natural step. Customers will often begin the process on their own with questions about warranty, price, financing or delivery. If not, you can ask them if they have other questions. Prompt them with conversational suggestions. The cliché "cash or charge?" is an example of a question that gives the customer two positive options. Your version could be "Would you like it delivered or will you be taking it with you?" You could ask, "Which color, size or style have you decided on?" If all else fails a simple "Why don't we wrap it up?" could be just the cue the customer needs to help them finalize their decision. The key is to always ask.
* Remember your last impression is a lasting impression. The most efficient way for you to sell is to work with the same customers again and again. It costs your company less in marketing expense, it takes less time because you know a lot about them, and you have that foundation of trust to work from. You can increase the chances of seeing customers again and again with solid follow-up after the sale. Make sure they understand how to operate the product and have included all the necessary accessories in the sale. Give them a business card (or a few for friends). Sincerely thank them for their business. Follow up with a thank you note and maybe a call to make sure they're enjoying their product or if they have any questions.