STRONG AND DEPENDABLE

Today, we’re talking about sales. I won’t cover the basics or its definition, you can Google that. Instead, let’s focus on something more engaging: sales is an integral part of life, and we all participate in it. We exchange value every day, which means we are all involved in sales, whether at work, shopping, or even at home. Sales interactions happen all the time, whether we realize it or not.

I assume you have extensive experience working in a corporate environment. In this case, you've likely attended numerous training sessions, management courses, and professional development programs throughout your career.

I was in a corporate job as well and always welcomed any training my employer provided. I saw it as an opportunity for personal growth and a way to bring more value to the company. Back in the early 2000s, while working as a Sales Manager, I went through a specific sales training program. Later, I had the opportunity to conduct the same training course for other sales teams at a hotel conference hall. One of the most memorable lessons was learning to identify several different types of customers and effectively handle their objections.

A quarter of a century has passed since that training, and I can confidently say that customer types remain unchanged. However, objection-handling strategies have evolved. Advances in technology require us to adapt and refine our techniques.

And here we are, about to uncover the parts of that training. First and foremost, we should keep in mind: why customer identification matters.

To handle customer objections efficiently, we need to first identify the type of customer we’re dealing with. One effective way to do this is by associating customer types with animals. This approach makes it easier to understand and apply relevant sales strategies.

Types of Customers and How to Deal With Them

Let’s start with an ideal customer type i.e. The Loyal Customer. This type is akin to a horse: dependable, strong, and positive.

1. The Loyal Customer

Characteristics:

• Regularly purchases from your business

• Advocates for your brand

• Less price-sensitive, prioritizes value and experience

Loyal customers repeatedly choose your products and often promote your brand through word-of-mouth. However, earning their loyalty requires effort, much like taming a wild horse. According to surveys, 52% of consumers believe an exceptional customer experience is one that is quick, personalized, and involves interaction with knowledgeable service representatives.

What They Need:

• Appreciation and personalized experiences

• Exceptional support

• Proactive service

How to Keep Them Happy:

• Spotlight loyal customers in case studies and testimonials to make them feel valued while also building social proof.

• Foster relationships by engaging in meaningful conversations about their experiences and using that feedback to improve customer service.

• Offer attractive loyalty rewards and incentives.

• Personalize appreciation efforts by finding out their favorite team or band and surprising them with themed merchandise on T-shirts. Alternatively, you can "bribe" them with gifts that your corporate rules allow under a certain amount of cash. You can find such gifts here.

How to Handle Them:

• Show appreciation through loyalty programs, exclusive discounts, and personalized offers.

• Maintain high service standards to reinforce their trust.

• Engage them in brand-building activities such as referral programs and testimonials.

• Provide early access to new products or services.

This is just Part I. In the next part, we’ll explore someone akin to a lion, and how best to handle that lion. Follow me on social so that you don’t miss out on the next part.

To be continued...