Cure for the Common Challenge
In today’s market, you can spread panic, or confidence
Mary Yakas
Editor’s Note: At The Dental Advisor, not a day goes by without our phone ringing from a customer asking for the “best.” As a dental publication that was designed after Consumer Reports, over the past 25 years we have learned one thing – the best changes from day to day. Providing relevant and timely information to customers is something we strive for. This series of columns focuses on how dental sales professionals can sort through the hype, learn more about what makes a product stand out, and most importantly, learn to educate their customer.
Over the past few months, I have spoken with many people who are feeling the pinch. Stress seems to be a way of life, especially in the sales world. There are predictions of what will happen to the market, discussions on how to survive this financial crisis, and general panic. I am continually amazed at how fear and panic change lives. People begin to scramble and grasp at tricks to keep business alive. Alternatively, I have seen how bravery and calm change lives. Taking deliberate steps to change always guarantees success, however small. In times of crisis, people respond to positive thinking. Being cognizant of a problem does not necessarily mean the problem should overtake the way you do business. Remaining confident in your ability to deliver on a solution that matters to your customer is the key to their confidence and loyalty to you.
Take for example, the swine flu. Travel to Mexico was curtailed and people in the States worried. In our industry, panic commenced over how to protect patients. Everyone looked for someone to blame, and lived with concerns about spreading the flu. It is this same panic I see with the economy. Although it is a reality and a concern, living in fear will inevitably affect the way you do business, and the way your customers perceive you. Price is a hot button for salespeople. The more you discuss price, the lower the price goes. There is always a cheaper price somewhere. Anyone can lower a price to gain business. Do you wonder what your customer thinks of you when you do that? Do they question your integrity?
In times of crisis, people who can focus are the ones who thrive. The economy is an acute concern, like the flu. The remedy includes consistent responses to your customer’s concerns about their business, lives and financial situation. When was the last time you sat down with your customers to honestly discuss their challenges? What message are you sending when you do not listen, but rather race around, looking for the next sale? What message do you send when you have been selling to them at one price, and faced with the prospect of losing them, you lower the price? I’m a firm believer that your customer will never question your motive if you consistently assure them they are in the right place by being your customer. What characteristics do you exude that give them confidence in you as their advocate?
The economic situation is challenging right now, for everyone. It is not the time, however, to lose focus and allow the “flu” to take over your business. Keep it simple; focus on each of your customers, what sets you apart, what will keep them buying from you, what you can do to help their business (and in turn help yours). I would challenge all readers to do one thing every day that makes you afraid; just a little. Push yourself. Find out if you are spreading the flu, or if you have come up with the cure. [FI]
|
|
|
