Now that we have defined our target market, we need to find a way to transform people interested in your services into customers. What are the exact steps you need to execute in order to turn a prospect (someone interested in your services) into a client? This is what a sales plan helps clarify. This should be part of every good business plan. Here are the main points we need to consider.
The wrong mindset: SELLING is bad. If you try to sell the client, you will only focus on making money, and you will forget that it’s all about the value you’re creating for your prospects. Have you ever been to an automobile fair, where you expressed interest in a certain car, and you felt like the sales person was trying to manipulate you into buying? He kept insisting until you decided you’re not buying that car, even though you liked it? You will do the same thing if you adopt the SELLING mentality.
The right mindset: Focus on creating something valuable for your clients, and the money will come. Your business should also create value around your society as well. This is a must if you want your business to change people’s lives to the better. If you’re selling alcohol to alcoholics, or selling video games to kids addicted to video games, you will be making money. But what will you be achieving? You will need to think of that as well. Money doesn’t create passion, but a greater cause will.
If trust is required: If your product or service requires people to trust you, then it takes more time to transform a prospect to a client, but the value is much higher. For example, if you’re selling expensive unique products or services, clients would need to trust your products and services, and trust the person/company behind them as well, before committing to buying. How do you create trust? By having a very high integrity, and solely focusing on the client’s interests. Sure, you’re here to make money, and customers know and expect that. But they expect a good value in return.
If trust is not required: If your product or service does not require a trust relationship( low-budget low-risk products) , you will have to create the easiest way possible for your prospects to become customers. For example, have your products available in multiple stores, offer multiple payment options, and most importantly, work with your customers, not against them. For example, if you’re in a country like Lebanon, most of the population doesn’t use internet payments, because they are too afraid that it’s very easy to steal their money online. While this is wrong, it’s a very strong belief that you cannot really change. So if you only accept payments online, most of your prospects will decide that it’s not worth the hassle, and they will never become customers.
My next article will be about marketing your business. How will you tell the world about your products and services? Stay tuned!