Making a sales presentation without first understanding your customer is a risky endeavor. You might be offering something they already possess, don’t need, or simply can’t afford. That’s why thoroughly evaluating your customer is crucial. Invite them in, create a comfortable environment, and focus on understanding their needs.
I learned this lesson firsthand. As a bank branch manager, I once eagerly pitched a home equity loan to a customer who came in to open a savings account for her daughter. I proudly detailed the benefits, features, and tax advantages. After my rehearsed presentation, she politely informed me that she and her husband rented their home.
My face flushed with embarrassment. I had tried to sell a home equity loan to someone without a house! I learned that day that asking a few simple questions beforehand would have saved me considerable embarrassment. People love to talk about themselves—their jobs, pets, children, and interests. Asking questions opens doors.
Consider this: a friend who owned a shoe store primarily stocked sneakers. One day, a man came in to buy a pair. As my friend assisted him, he learned that the customer ran a summer basketball camp. They quickly agreed that campers would receive a 10% discount on sneakers purchased at my friend’s store. By simply engaging in conversation, my friend significantly increased his sales that summer.
Imagine a doctor prescribing medication without asking about your symptoms. Would you take it? The principle is the same. It’s not complicated; it’s about friendly conversation and understanding your customer. Watch one sale turn into many by servicing all their needs, not just one.