Covert, don’t alienate customers

Blackpool business leader Steve Pye tells it like it is
Blackpool business leader Steve Pye tells it like it is
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There will have been instances in your life when you go into a shop and have a browse around for bargains or something that catches your eye.

Then an assistant comes up to you and asks if they can help you.

Sometimes we feel that we are being pushed into buying before we have had the chance to make our minds up. So we respond by saying “we are just looking.”

However, your first impression of the sales assistant might be a positive one and you are happy for them to help you without feeling like you are being relieved of your entire life savings.

But have you ever been on the point of purchasing something and the sales assistant says or does something that annoys or upsets you?

At that point you would probably walk out without making the purchase because you felt that you didn’t trust or like them irrespective of how good a deal.

The same philosophy in our thinking relates to business to business selling.

The hardest part in business is finding customers, then tempting them to part with their hard earned cash.

If we all drew a list up of the most annoying parts of our lives I would bet that unsolicited phone calls, emails and junk mail feature in the top five of any list.

People seem to remember the negatives about companies rather than the positives and are more likely to bad mouth you for interrupting them with unsolicited communications.

Businesses unintentionally do alienate potential customers. The successful ones avoid this type of pain by regularly monitoring their marketing and closing processes to improve conversion rates.

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