It doesn’t take a rocket scientist to realize that selling pretty much anything in the current climate is challenging. With many LSPs struggling to stay afloat, many potential clients are taking advantage of the fact that they can almost always find a similar offering for less elsewhere.
But prices aside, there’s still one thing that can still set you apart from the competition. It’s not always about what you charge, but how you sell it.
It’s all about them
Discussing the whys and wherefores of your company with potential clients is a surefire way to send them running for the hills. Instead, the sales experience should focus pretty much entirely on the prospective buyer.
That means asking about their company, offering possible solutions to any issues they may have, or even offering them a free demo. This demonstrates to the potential clients that you are invested in attending to their needs, as opposed to simply boosting your commission.
Hit the target
Whatever you’re selling, it’s not going to be for everyone. Let’s take the example of a cloud-based TMS platform (because that’s what we’re most familiar with). This kind of product, generally speaking, is probably best suited to growing LSPs who haven’t moved away from manual operations quite yet.
This is where the research comes in. It’s worth investing some serious time in creating a list of characteristics your target buyer must have. That way, when it comes marketing your product you’ll be far more likely to secure clients.
Don’t jump the gun
Nobody likes the slippery car salesman, so don’t be that person. Instead, try offering your potential client some simple advice, or point them in the direction of an article or a publication that could help them weigh up their options or which addresses their needs.
Feeling a little bold? You could perhaps go as far as to actually ask them if there is anything you can advise them on. Just whatever you do, don’t jump straight in with your sales pitch, because you could scare them off.
Be prepared to listen
Guess what? The buyer knows best. That’s why it’s worth doing a little networking with business leaders in the sector to get a feel for the kind of issues companies are currently experiencing.
This can also be a useful way of discovering why your product sales have recently slumped. You may well discover that your product no longer meets the current market demands or that it needs a little tweaking in order for it to stand up to the competition.
They’re only human
When you’re under constant pressure to increase sales it’s easy to forget that those so-called ‘leads’ are actually people.
What does that mean? Well, just like you they’re probably pretty sick of all those sales emails flooding their inbox on a daily, if not hourly basis. With this in mind, we suggest aiming for quality over quantity when it comes to correspondence.
The telephone isn’t quite dead yet either. Even though most of us tend to communicate via IM or email these days, the occasional personal phone call helps to build rapport and trust in your brand — and it doesn’t need to be all business talk either.