What every salesperson needs to know! Part 1

May 28th, 2012

If staffing customers say they care most about service and quality why do they so often go for the lowest bidder?

We think it’s because we haven’t been able to adequately demonstrate  how spending a little more hour will give them much greater value.

We also think that they also really want a great sales experience.

When it comes to building valuable relationships with customers, sales representatives are critical players on the front lines. Customers want to be contacted just enough, not bombarded. Let the customer tell you how often they want to see you! Ask them,when would it be a good time for me to follow up with you?

Sales reps should know their services intimately and how they compare with those of their competitors. Customers need information on how a service will make a difference to their businesses. And while customers may say price is one of their biggest concerns, a satisfying sales experience is ultimately more important. How it is measured is critical.

 These were the key findings of a survey conducted by management consultants, Mckinsey and Company of more than 1,200 purchasing decision makers in small, medium, and large companies throughout theUnited States  and   Western Europe  who are responsible for buying high-tech products and services. The insights were consistent across simple to complex services and products.

McKinsey found a big difference between what customers said was important and what actually drove their behavior. Customers insisted price and product aspects were the dominant factors that influenced their opinion of a supplier’s performance and, as a result, their purchasing decisions.

 Yet when McKinsey examined what actually determined how customers rated a vendor’s overall performance, the most important factors were product or service features and the overall sales experience. The upside of getting these two elements right is significant: a staffing service seen as having a high-performing sales force can boost its share of a customer’s business by an average of 8 to 15 percentage points.

 That makes their next finding all the more important. Of the many habits that undermine the sales experience, two that are relatively easy to fix accounted for 55 percent of the behavior customers described as “most destructive”: (1) failing to have adequate product knowledge and (2) contacting customers too frequently. Only 3 percent said they weren’t contacted enough, suggesting customers are open to fewer, more meaningful interactions. Part 2 of this posting will appear in our next blog.

Leave a Reply