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The_missing_link_between_sellers_and_customers_ _why_you_dont_make_more_sales
| The missing link between sellers and customers - why you dont make more sales.
Copyright 2005 Michael Lever
In these days of rampant commercialism everybody is selling
something.
So what makes someone stand out from the rest as a super
salesperson? The best salespeople, of course, are those that
sell themselves and I don't mean prostitution! They sell
themselves on three main principles. These being knowledge,
credibility, and trust.
However capable salespeople may be at selling themselves, to
complete a profitable transaction they still require a customer
willing to purchase their offering.
That's pretty obvious isn't it?
Yes my friend, whether we like it or not, customers are what
make the world we live in spin around!
Whether we care to admit it or not, we're all customers just
waiting to be sold. Disagree? Read on..
We avoid thinking about whether we've paid too much for, or even
needed, what was sold to us. This is because we're constantly
justifying our purchase decisions to ourselves with positive
thoughts like:
1) I bought it on sale and got a discount so I saved money. 2) I
am building my reward points towards my bonus of free flights,
etc.. 3) I got the latest release or technology making me a
trendsetter.
Customers mean different things to different sellers. Or more
concisely, they represent different natures and values to
different sellers.
By different customer natures I'm referring to whether they are
trusting, naive, gullible, impulsive, intelligent, streetwise,
or cynical to name just a few. Yes, we humans are a diverse
bunch!
Probably more significant and measurable is the value a customer
represents to a seller.
Is the customer spending a little or a lot on a particular
transaction? Are they buying once or are they likely to make
repeat purchases? Would they refer other customers to the
seller? Could the seller value-add to the customer with other
offerings and up-selling possibilities? Is an MLM customer
potentially more valuable than an ordinary shopper?
It is this relationship of matching the right customer to the
right seller based on both parties natures and values that
crucially defines the success we achieve in life. It's important
to understand and use this knowledge to determine how to
effectively market to a prospective customer.
All these factors determine both the effort needed and the
successful likelihood of customer acquisition. This makes it
easy to appreciate why it's far more cost effective both in time
and money to retain existing customers that to acquire new ones.
Online sellers have an easier time of customer acquisition than
offline sellers. This is due mainly to processes such as online
auctions, affiliate marketing, and more recently customer
acquisition exchanges. Additionally, internet marketing is
generally far more cost effective than it's offline counterpart.
Is the missing link apparent yet?
Understanding that we're all both sellers and customers at the
same time, will lead us to realise the motivations of others and
have compassion toward them. Thus reducing skepticism and
bridging the gap between sellers and customers. This is the link
overlooked by unsuccessful sales people.
About the author:
Michael Lever is a co-founder and CEO of SpinningTornado.com, an
independent company offering unbiased tools and services to help
affiliate and network marketers build profitable online
businesses. http://www.SpinningTornado.com Partnering affiliates
the world over.
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