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Markedsføring og salg
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Personal appearance is crucial to sales success. By the first 10-20 seconds the customer will have gained an impression of your personality and thus your product/service.
Everybody uses his/her senses to form an opinion of others - i.e. sense of sight, hearing, smell, taste and touch + intuition. Sense impressions naturally link to previous experiences, and based on this reactions are given. Thus, it is important that your personal appearance leaves the customer with the most positive impression of you as possible.
Ways of Communication
Personal appearance divides into two main categories:
- Verbal communication – what we say and the words we use
Generally, avoid foreign words and specialized terminology, distinct and intelligible speech enhances communication.
- Non-verbal communication – body language, intonation, gestures, clothing, etc.
Always be polite, obliging, and smiling – this has a confidence-inspiring effect.
Altogether, your personal appearance signals a message to the persons you are with. If such signals are perceived positively by the receiver, the entire situation is perceived positively.
Customer Profile
As the purpose of your customer meeting is to receive an order it is important that you are aware of your customers’ diversities. Customer diversity means that you will have to adapt your personal appearance to the individual customer – in other words: you need to match the customer.
Customers roughly group into 5 main profiles depending on buying motives and requirements:
- Avoids sales representatives – reluctance to confront problems
- Prefers friendship – very social, may have a low self esteem
- The product/service must increase the customer’s prestige - reflects him/herself in others
- Hard negotiater – price is the most important
- Seeks the best solution – professionally, factually, seriously
Meeting the Customer
- Make thorough preparations – gather information on the customer
- Put yourself in the customer’s place
- What makes this particular customer tick?
- Who is the customer? (requirements, lift style, etc.)
- Be aware of your body language
- Avoid specialized terminology and foreign words – it annoys the customer
- Be positive and smiling – it indicates self-confidence
- Dress to the situation – but you should only wear clothes that feel natural to you
- And by the way – turn off your cell phone
Carlslund
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