Salesmen have one important job: to close. But if that were all it took, selling would be easy.
Every salesman knows that selling is not only in the initial sale (which feels really good), but in what comes after. I call it the art of finessing.
When you finesse, you skillfully handle a situation with a certain delicacy of performance or execution. It’s not deceptive, but it is deliberate. And in sales, a little finesse goes a long way.
So how can you finesse? I’ll explain:
Delivery. No two customers are alike, but that shouldn’t change the basis of your message or how you deliver it. For me, being polite, friendly, and listening to what they need before pitching any of my own product starts the relationship off right.
Conflict. My best customers have actually all had some sort of problem at some time. The carrier was late. Their own customer cancelled. The moment I hear of an issue, I call them immediately. Right before my lunch break? Tough…for me. It’s more important to apologize right away and assure them that we are working on a quick, painless resolution. Oh, and I keep calling and touching base until the problem is solved.
Follow Up. When you follow up with your customer in the hopes of landing a second order, do it on their time. If they are slammed during the day, take note. I’m sure you don’t appreciate being hounded by people trying to sell you things when you’re at your busiest, so don’t do the same. Call with a purpose like an update on their existing order.
You want your customers to know that when they need a product or service, they can expect the same positive experience with you as they had the last time. Make the sale, give the art of finessing a try, and watch your phone ring.
photo credit: © peshkov– stock.adobe.com

If you’re anything like this week’s author Pat, aka the King of Core & More, you live for the sale. If you’re also like him, then you know that keeping customers around is about more than closing. Do you use the art of finessing in your own way? Leave a comment below or email Pat directly.