Direct Selling: Building relationships

As direct sellers, we are often faced with the following dilemma. We are taught that you start by selling your products to friends or family. But what if you have exhausted this avenue or like me, you prefer not to sell to your friends and family. That leaves us with the option of selling to strangers which offers a new set of challenges.

When a customer goes to a shop, she has a specific need and is in the correct frame of mind to buy. She will also most likely go to her preferred shop or shopping centre; a place that she knows with products or services that she trusts. As direct sellers selling to strangers we will need to approach potential customers who don’t know us and in all likelihood will not trust us.

My top tips to convert strangers into customers and building relationships are:

1.  First Impressions last forever.

The way we dress, talk and smell make a lasting impression on a customer. Practice what to say to a potential customer in front of a mirror, or to a family member or friend. That way you will see what they see. It will also help to improve your self-confidence.

2.  Ask open-ended questions.

“What type of perfume do you like?” This will start a conversation where “Do you like perfume?” may end up in a “NO” from a potential customer and an end to your sales pitch.

3.  Respect their opinions & objections.

Objections are a positive element of the sales process. It allows you to engage with the customer.

Example:  A customer may ask you if the perfume will last the whole day, which you can respond to with an offer for the customers to test the fragrance and to buy at a later stage when they have experienced the product for themselves.

4. Keep Record

Make a note not only of their contact information but also important information like birthdays, pay dates, buying preferences etc. This will ensure that you can follow up regularly to get repeat sales.

5.  Follow up

Direct sellers often neglect to follow up a few days after the product was delivered. Doing so, not only allows you to ensure that the customer is still happy with the product but also to ask for referrals. It has been proven that it is ten times easier to sell to a referral than to a new customer.

6.  Make regular contact.

In the new social landscape that we operate in, it is refreshing to receive contact from people that are not always trying to sell something to you. I like to send to all my customers a motivational image to remind them that I think about them. The aim is not to overload a customer with useless information, but to connect with them on a personal level.

7.  Care about their needs.

Put your customer’s needs first. I have on occasion refused to sell a product to a customer because I listened to what they really needed and realized that my offering would not fulfil their need. It is not about what you want, but about what the customer wants!!

Happy customers will become your number one advertisement and keep your business growing from strength to strength.

Happy Selling
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CODE: November 2022
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