Self-Employment & Social Security

Excerpt from: Growing Customers: Critical Considerations For Small Enterprises Owned By Individuals With Disablities [PDF version] or [Rich Text Version]
By Cary Griffin & Dave Hammis

Small businesses grow or die. Profitability is determined by reaching customers, satisfying them, and then attracting more customers. The old rule that 80 percent of a company’s business comes from 20 percent of its customers is true, but it’s also obvious that the other 80 percent is important too. After assisting well over 200 small businesses owned and operated by individuals with disabilities, it seems that marketing and sales is one of the most difficult concepts to teach and support. Perhaps it is an intuitive skill, but people can learn by following a few rules and by concentrating on on-going customer development.

1. Match the Customer and the Product. Anyone selling a product or service must understand the features and benefits and how those characteristics satisfy the needs of the buyer. The sales person matches the needs of the customer with the product/service.

2. Sales are Built on Relationships. Customers need to know you care and that you are listening. Helping the customer solve a problem with the product or service is critical.

3. Listen Instead of Talking. Sales is about smooth listening, not smooth talking. Let the customer tell you what they need.

4. Prospecting Never Stops. Many large companies attract customers through advertising and product placement. Small companies often rely on meeting and greeting new potential buyers. Building a network of friends and business associates generates new customers. Surfing the Internet, attending business events such as Chamber luncheons and joining a local service club such as Rotary are all ways to identify new prospects.

5. First Impressions Matter. “Cold calls” or sales calls made without an appointment are rarely appreciated. A “warm call” approach is more acceptable. A call is warmed up by sending out a letter of introduction, meeting a prospect at a business or social function and following up with a phone call later, or by sending over product literature with a business-style greeting card.

6. Use Marketing Materials. Many products/services should have related printed matter that explains their function, features, and benefits. These are known as “leave behinds.” People enjoy reading about or seeing pictures of products they are interested in. Leave behinds like brochures, fact sheets, or even short video tapes allow customers time to decide to buy without feeling pressured. Make sure the materials indicate a 1-800 number or easy-order process.

7. Handle Objections Smoothly. Potential customers may doubt a product’s value or usefulness. Endorsements or product comparisons help buyers decide by providing information that anticipates and negates their stated and unstated concerns.

8. Sell Add-Ons. Add-ons are accessories or options for the product/service. At the time of sale is the best opportunity to sell a value-added service or item. A most common addon is identified by the phrase, “do you want to supersize that for only a dollar extra?” The customer is buying anyway, so catch their momentum. Floor mats are not standard in many automobiles because dealers know that once a buyer is committing to spend $10,000 another $100 (for $25 worth of mats) is an easy sale. A lawn mowing service might sell gutter clean-out for another $20, and a bagel shop might add some flavored cream cheese for another fifty cents.

9. Maintain Contact. Few sales are final. Contact the customer and ask how they are enjoying their new stereo, or the next time they come in for a sandwich ask them how they enjoyed the last one. Show customers their opinions matter.

10. Just Do It. Almost nothing compares to the stress of anticipating a sales call. Selling can be hard and scary work. Jump in, make the calls, nail those brochures, shake the hands. Many successful sales professionals set a quota of calls per day or week and keep a database of prospects with call-back dates. Analyze your style and identify where the sales process is weak and keep practicing.

Very few products or services sell themselves. If a business owner is more interested in managing the business or producing the product and delivering the service, then hire a salesperson or a sales representative, or use the web to sell the item just as 150,000 Ebayretailers do. Regardless, as the old saying goes, nothing happens until someone sells something.