Are you struggling to close the sale after a consultation? Learn four valuable tips for booking more clients, such as building trust and relationships, setting expectations, offering clear solutions, and following up. Get the advice you need to start seeing success today!
There can be many reasons why business owners miss out on a sale after a consultation. One of the most common reasons can be traced back to poor communication, such as not listening to the clients needs or not communicating effectively how your business can support those needs. If you feel like you could do better in closing the sale, but you’re not sure where to get started, these next four tips are here for you.
One of the best sales techniques you can depend on in business is trust and relationship building. It has been said that customers buy from businesses that they know, like and trust, and the tips within this article will help you build that rapport and trust with your potential client.
Let the client talk
If you want to learn how to best “sell” your products and services to the potential client, find out exactly what the client wants. Ask questions to discover their needs and the details of their event. By asking questions, you’ll have a better understanding of how you can best help the client. This will also help the client feel heard and like a key component of the event planning process. Feeling heard builds trust in the relationship. So, let the client talk and then offer solutions to meet their needs. You can even go the extra mile and use their own language in the conversation to show that you were truly listening.
Match their energy, Show enthusiasm
Since we are in the celebration industry, it's highly likely that your potential client will come to you with a certain level of excitement. You should lean into that and match their enthusiasm in meetings and in your communication. Using phrases like “we’re excited” or “looking forward to your event” helps to show the client that you’re just as happy as they are to be involved in the event. Matching their enthusiasm is another way to build trust and will likely encourage the client to want to work with you.
Provide thoughtful responses
It can feel natural to want to respond to customer questions immediately during a consultation, but don’t fall into the trap of responding before you’ve had time to think through all of the downstream impacts to the business. For instance, if a client comes to you for a quote on a cake design that you’ve never created before, you might feel pressured to give a price range on the spot. However, it will be better for you in the long run if you take the time to calculate the cost and give the customer a more accurate estimate within a few days. Again, if you’ve listened to the customer and you understand their needs, let them know that you’ll need time to reflect on the conversation so that you can come back with a quote that fits their event needs and their budgetary requirements. If they stil pressure you, then do yourself a favor and quote on the high end. *wink*
Keep it light and simple
It’s highly likely that your client will be a complete novice when it comes to event planning. This may be their first wedding or shower which means they will rely heavily on your expertise. Of course you know the ins & outs of the celebration industry, but your customer probably won’t know the standard policies when it comes to paying a retainer, color matching the design, or planning for delivery/setup. Therefore, you should make sure to explain important details in a way that they’ll understand. This will also elevate you as an expert in the field and someone they can (again) trust when it comes to doing business. Keep the conversation clear and to the point. Once they understand what you can do for them, they will trust your expertise and likely hire you.
Conclusion
In conclusion, don’t forget that you should be selling to the customer’s needs. Listen to what they have to say and think through what products or services you can offer that will best meet those needs. The sales process is not about being super convincing. It is about providing a solution that will meet your client’s needs. You won’t know those needs unless you ask leading questions.
Be thoughtful in your responses and don’t speak in a way that could potentially put you in a bad (or unprofitable) situation in the future. Finally, showcase your expertise by explaining certain policies and procedures in a way that the client can understand and will put them at ease. There is no better feeling to a client than knowing that they’ve put an important project in the right hands. Focus on effective communication which will help build trust and the sales part will naturally follow.
Cyd N. Mitchell
Business Blogger, Retail Bakers of America
Cydni N. Mitchell (aka Cyd) is a Bakery Consultant and the Sweet Business Coach behind Sweet Fest®. Based in Atlanta, GA, Sweet Fest® is an online company that supports the business needs of the Sweet Community in the areas of professional development, marketing, branding and web design.
By trade, Cyd is an accountant & financial analyst with a Masters from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. She is the Founder of the Sugar Coin Academy, an online business academy for business owners in the baking and sweets industry, and she is also the organizer of The Ultimate Sugar Show, Georgia’s Largest Annual Baking and Sweets Expo in Atlanta. She is also the Business Blogger for the Retail Bakers of America.
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