Simplicity of the Soft Sell

I was up very early this morning finishing the analysis on a batch of calls for a client. Like many of the clients for whom we provide Quality Assessment (QA) there are many times when a customer or dealer calls in with questions about a potential deal. It struck me how often we miss a very simple selling tool: conveying desire or interest in earning the customer’s business.

We like doing business with companies who want to do business with us. Sometimes the product, price, rates or terms are relatively similar across several competitors. What’s going to make the difference in the customer’s decision? Customers will often choose to buy from the company who conveys a sincere interest or desire in serving them.

Consider these simple phrases:

  • "We’d love the opportunity to earn your business"
  • "Let me know when you’re ready to place the order, I’d be happy to enter it for you"
  • "I look forward to working with you"
  • "It would be great to help you out with this. Let me know what else we can do"

It’s a common misconception that effective selling has to be the smarmy, high-pressure hard-sell that we associate with tacky used car salesmen and annoying outbound telemarketers. I find that effective sales people are those who can communicate that they will serve sincerely and serve well.

Related Posts:
Generating Sales at the Expense of Customer Satisfaction
Upselling Doesn’t Have to Be Hard Selling
Upselling Basics for Customer Service

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  4 comments for “Simplicity of the Soft Sell

  1. July 10, 2006 at 3:14 pm

    I have a friend who sells Avon at the local swap meet where there was another Avon lady selling. However, the other lady drove away all her customers by her bad attitude and now my friend has all her customers. Subsequently, the other Avon lady has closed up shop. It’s so true- people will do business with people they like and have a sincere desire to help them.

  2. July 10, 2006 at 4:44 pm

    No surprise, is it? It’s amazing how something so simple escapes people.

  3. July 10, 2006 at 11:06 pm

    Tom your observations remind me of what I call “invitation” in my brand ownership model.
    Simple, honest invitation to do buiness with one is very attractive.
    I know this works having sold hundreds of Saturns by offering the simple invitation to join the family of Saturn owners.
    Thanks Tom for reminding us all there is something very attractive about selling!

  4. July 11, 2006 at 7:08 am

    You’re welcome, Michael. As one who accepted that invitation at Saturn several years ago, I understand exactly what you’re talking about. I still have fond memories of the “launch” 🙂

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