Job that have to be done

If you’re a solopreneur, consultant, business owner, or independent professional, you probably have asked yourself some or all of the following questions:

* How can I get more clients?
* How can I get better clients?
* How do I sell more to the clients I’ve got?
* Can I earn more money and still have a life?
* Why are sales activities so difficult sometimes?
* Is there a “right” way to sell?
* Where can I turn for hands-on advice when I need it?
* When will this get easier?

Well, I’ve got some answers. Here’s what most sales training companies will tell you is the answer to your sales and marketing challenges: sales training. Here’s what most marketing consultants will tell you is your answer: marketing consulting.

Well, that just isn’t the case.

If anything, you need to UNlearn what a lot of sales training and marketing seminars and sales books have told you. You need to reconnect with how to sell based on WHO you are – in short, to start using and recognizing the power of selling differently.

And here’s something new and different coming from someone like me: You don’t need sales training.

Sales training (and any training) is for people who lack knowledge. My clients are typically very smart. But they’ve learned to sell from the head – using gimmicks, clever phrases, manipulative “closing” techniques, and artificial “rapport-building.”  None of this works or lasts because it’s outside-in – trying to force you into a mold that you just don’t fit.

A truly effective approach will unlock your thinking and help you sell FOR REAL. It’s more authentic, and it works and lasts because you start to sell from the inside-out – based on WHO you are, and not on an external set of behaviors that work for only a very small percentage of “old school” salespeople.

Think about it. You know how to sell (or at least you know you don’t like what a lot of sales training SAYS is the way to sell). You have probably had some sales training; and you might have gone to a few sales seminars; you have probably read a sales or marketing book or two; and you may even have heard some fluffy “woo-woo” talks that call themselves sales training; but none of it stuck because none of it seemed relevant to you or spoke to your desire to help people by providing genuine value.

You need a personal sales and marketing strategy that seamlessly combines your natural self with your strongest message to your best prospects with the highest value, using the least time and effort.

Then you need a plan and an accountability mechanism (sales manager, coach, or colleague) that will help you work your plan, day by day, prospect by prospect.

Unlike traditional sales training, true sales and marketing effectiveness is a process, not an event. And it always works from the INSIDE out. That means that it’s focused on internal skills and lasting tools, not sales training gimmicks or external “techniques.”

When selecting a sales and marketing professional, you need to be aware that a lot of marketing consultants give detailed blueprints but no tools. And a lot of sales training provides specific tools but no overall blueprint.

You want to look for a resource that integrates big-picture marketing strategy with day-to-day selling tools so that your marketing WORKS and that MORE SALES HAPPEN. The truth is that nobody needs “one-size-fits-all” sales training or “here’s-your-marketing-plan-good-luck” consulting. You simply need a customized set of keys to unlock the business answers you need. There is no cookie cutter. You’re no cookie.

How can that be? If you allow refunds, you are losing sales. The short-term answer is perhaps. The objective of every business is to increase profits for the long – term.

If you have a no refund policy, many customers will either not make a purchase or buy less merchandise. These customers are reluctant to spend their money, in case the product isn’t right. Yes, they could exchange it for other merchandise. However, if you don’t have what they want currently, you have their money and they have nothing.

Why are owners afraid of giving money-back? There are three main reasons and the fears are the result of short-term thinking.

1.Owners can’t stand seeing cash going out of the register. This results in fewer sales for the day.

2.The owner worries about bogus refunds. If you have proper controls, this will seldom happen. The people taking advantage of bogus refunds concentrate on large stores.

3.Owners are concerned with too much merchandise being returned. You could have a few customers taking advantage of this. If they are bringing back resalable product, it should not be a concern.

Most large companies have a return policy that is favorable to the customers. This encourages customers to spend more money. The customer knows unwanted merchandise can be returned. The increase in sales and profits will outweigh the risk of bogus returns with proper controls.

Just have a specific refund policy in place. For example, it could be a cash refund with the original receipt and within 30 days of the purchase. The longer the return period, the less likely you will get a return. Customers will put the merchandise aside and or lose the receipt.

Your refund policy can be a huge advantage against your small competitors. Too many owners don’t take advantage of separating themselves from the other businesses. It would be a good idea to have several professional signs at least 8.5 x 11 around the store with your refund policy. Using bright color paper will make this stand out even more.

Here is an example of what to put on the sign:
Refunds Gladly Made With Receipt

The sign behind the register area could have the full details.
You must explain and make sure all of your employees understand and follow the customer friendly refund policy. There could be some resistance to change especially with employees on commission. However, let them know long-term the refund policy will result in increase sales and commissions. If they still don’t want to follow the policy, you are better-off if they worked somewhere else.

Take the first step in improving your sales and profits by improving customer service with a friendly refund policy. Take off that short-term hat and carry out polices and strategies that will increase your sales and profits long-term.