Astonishingly,
there are typical errors which even old hands frequently make during customer
sales pitches. In most cases, it takes only a few seconds to realize that the
connection is lacking during a face-to-face conversation.
1. When there is a lack of eye contact…
Even a lack of eye contact or a restless expression can waste great
opportunities. This is especially true where someone is selling something to a
number of people. In this case, they may concentrate on one person only or let
their gaze wander aimlessly through the crowd of listeners. It is easy to see
how this would fail to convey a sense of enthusiasm.
2. Technology
which has little appeal…
During direct contact with a customer, it is not really a good idea to tap away
at a keyboard all the time, only to then ask the customer to focus on a tiny
laptop screen. If you do this, you cannot catch your customer’s eye and will
not be able to read their reactions to specific words or proposals.
Technical
equipment should therefore be used carefully and only in very specific cases. Sometimes,
a hand-drawn sketch is more appropriate, and it is much better to work with the
customer and draw up a list of pros and cons on a pad – especially as the
customer will then feel much more involved in the decision-making process.
3. Present things calmly rather than fidgeting!
Dealing with patterns, models, product examples, samples of goods or
demonstration devices can be a typical turn-off. The salesperson's movements
become hectic and too quick, and it is difficult for the customer to follow
what they are saying. These restless movements are often accompanied by faster,
flustered speech which makes the customer feel even more uncomfortable.
4. Caution – do not get too close!
Each person has their own “personal space” which radiates out approximately 70
centimeters around them. If someone enters this space and we do not want them
to do so, we unconsciously feel threatened or even physically harassed and
usually take a step back.
Many salespeople are
apparently unaware of a customer’s personal space or are not willing to accept
it.
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