The Art of Customer Observation: A Key to Successful Sales

The Importance of Knowing Your Customers

Knowing your customers is not a one-off task. It's about paying attention to them before, during, and after the sale.

Before the Sale

Before launching any advertising or marketing campaign, you should have a clear understanding of your "ideal" customer. What do they read? What are their interests? Which groups or associations do they belong to?

One effective strategy is to devise a questionnaire for your best customers and prospects. Offer them an incentive, such as a free gift or a significant discount. This approach is similar to how actors prepare for a role by creating a detailed character profile. It helps you gain a deeper understanding of your customers and prospects, and you'll likely discover that you know more about them than you initially thought.

During the Sale

During the sales process, it's crucial to pay close attention to your customers. Look for signs that they're ready to buy. The more expensive your product or service, the more time it will take to sell it. Customers want to understand how it works and how it can improve their life or business. Assisting them through this process can lead to more sales.

Signs that a customer is ready to buy can include a sudden increase in pace or, conversely, a slowing down when they're serious about purchasing. They may start asking a lot of questions, or inquire about payment terms, delivery, and guarantees before deciding on a specific item.

After the Sale

The period after the sale could be the most crucial time to pay attention to your customers, especially if you're aiming for repeat business or referrals.

Check in with your customers to ensure they're satisfied with their purchase. If they have any questions or complaints, address them promptly. This proactive approach can help prevent future issues.

If your customers are completely satisfied, ask for a testimonial. Positive feedback from satisfied customers can significantly boost your sales. Try to get testimonials that highlight the results the customer achieved.

When customers praise your business or products, ask for their permission to use their comments in your marketing efforts. Most will be pleased and flattered.

Despite the technological nature of the internet, online business still revolves around people. Paying attention to the people we do business with is one of the most effective ways to conduct market research.