Why Choose Who Buys from Your Business


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I used to be in sales where we were taught to run after prospects. We were supposed to first qualify them and then look for a compelling reason to make them buy and then follow up until they buy. Thus, you often ended up with clients who didn’t really want to buy but did buy just to help you out with your sales target, and because of that you later felt obliged to always do whatever was needed to please them–what they called customer service.

It’s actually a trap. Whenever you force a purchase, you set yourself a trap. And then you live a lifetime of always trying to please these clients. Each time they ask for a favor–even if it’s not connected with your business–you have to oblige. Because that forced or desperate purchase you made with him or her has bound you forever to an implicit covenant.

Aggressive Sales Make Aggressive Clients

They all say the big profits you get by doing a business aggressively lead to time and financial freedom–no more boss over you telling you what you should do. But really, if you’re honest about it, what it leads to is just the same subservience you had when you were an employee–only this time you earn more money. But what will you do with more money when you have client-bosses who order you around just the same?

Like in network marketing. The same guys who promise you time and financial freedom do not really have it. They keep working even to the wee hours of the night and even lose sleep doing the business. They never do anything but networking. They go here and there to please their thousands of downlines with their seminars–because if they stop doing that they fear losing their downlines to another networking business.

Where’s freedom in that?

There’s nothing wrong with business and network marketing. But what steals your freedom is really the wrong type of sales aggressiveness–selling to anyone as long as he or she has the capacity to pay. When we “qualify” prospects, we stop at finding out whether he or she has money. If the prospect has then we sell all-out, not minding if the person really wants the product and sees his or her need for it. What’s important to us is that we make a sale and hit the target profit–make our millions.

But I don’t like having to please people all my life just so they’d continue patronizing my business. So what I do is I really qualify my prospects. I make sure I answer two questions:

  1. Do they really want to buy?
  2. Do they realize they really need the product?

I know, you won’t make huge profits by this. You won’t become a multi-millionaire or a billionaire. But so what? What matters is that you really have time freedom to spend more time on things that really count in life and enough financial freedom to pay all the bills, put healthy food on the dinner table and make enough extras in the bank. No need to make time to please other people. And to have this happen, you need to choose who buys from your business.

Hard Selling Makes Everything Hard

It’s this concept of hard selling that is the culprit. Of course, you’d hear them all say “Don’t hard sell.” But actually, they all do that. They force people to buy like crazy. In network marketing, the dirty “kidnapping” tactic is still very much alive and leaders merely laugh about it because they really like the idea–it makes them earn bigger profits. You are lured to hard sell prospects, the old carrot-on-stick technique used on you, enticing you with big profits, posh cars and mansions. So you do just that–hard sell–giving your prospects pies in the sky so that later they demand where the pies are.

And the same goes for other traditional businesses like real estate, insurance, health and wellness, etc.

Store Business Concept

Look at stores. They don’t urge people to buy. People just come and buy, and there are no strings attached. Your business should have that neutral customer relationship intact–those who patronize your business are only those who really need your products. You don’t have to promise anyone anything just to make them buy. After making a sale, your obligation to your customer ends there and then. No desperate follow ups.

This actually leads to a quiet, peaceful life with real time freedom.

Actually, you can do this marketing concept in network marketing. Just don’t be greedy for profits. Choose well who your networking business associates will be. Choose only those who know and are interested about what the business and products are all about and who act as true “independent” distributors. True “independent” distributors don’t need promises of pies in the skies to work. That’s why they are “independent.” Of course, incentives are good. But some people live on the incentives, not on doing the business.

You know what customer service some store owners do? They don’t please their customers just to make a sale. They befriend them, in the truest sense of the word. In Tagalog, this is called “suki.” Your suki comes to your store of his own volition to buy. You don’t have to please him–you just have to be natural and talk as good friends do.

Other stores get their suki by providing good products and services–“services” not to mean forcing people to buy but assisting them with their purchases. Hard-selling urges people to buy and make them do so even if they don’t want to. Assisting customers, on the other hand, provides convenience to customers who have already chosen to be in your store on their own.

Can your business grow big with this marketing concept? Well, we just have to look at SM department stores as well as other giant malls to see proofs. They never promise prospects any pie in the sky or desperately urge the same to buy. Instead, these people just come and buy. But admittedly, it needs patience to grow businesses based on this concept. But in the end, you do away with having to be subservient to customers all your life. SM and other malls are never subservient to their customers.

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