As a business owner, you know that customer satisfaction is an essential part of keeping your doors open. Compliments on your product, service or general operation mean that you are meeting the needs of your market and you’ve probably got customers spreading the word for you. However, an abundance of compliments does not necessarily create an abundance of sales. In which case, a gold star for effort may not pay for your expenses.
It’s important that business owners take charge of a compliment and don’t treat it passively. Compliments are direct, qualified leads for a new opportunity to create revenue. Here are some tips for turning a compliment into a sale:
1) Acknowledge the compliment beyond “Thank You”: Every compliment deserves a polite response, but it shouldn’t stop there. This is the beginning of transitioning to a sale. Discuss details about the compliment such as what the ingredients are, how it’s made, where it comes from or a brief history about its concept. This will engage the lead and identify any pain points, which is critical in closing a sale.
2) Reverse the compliment: Reversing the compliment means noticing a pain point, tying it to the compliment and identifying a value in using the product or service. For instance, if you make shirts and a woman compliments you, reversing the compliment would mean: “Thanks for noticing! It’s handmade from organic cotton and non-toxic dye. In fact, those jeans you’re wearing would look amazing with this shirt.” This is a tricky step. But if it’s done correctly, it’ll decrease the gap between a compliment and a sale.
3) Discuss other products or services that are related to the compliment: If you’ve got a full offering of inventory, the person who is complimenting you should be made aware of it. Don’t be cold about it and pull out brochures, refer them to a website or leave them with a business card (just yet). Transitioning a compliment is about building rapport. In the above example of the shirt maker, talk about the dresses, pants or accessories you make as well. Give your potential customer an option of “yesses” to pique their interest and open up about what they may be looking for. If you don’t offer the product or service now, perhaps you could customize an order for them or at least maintain a warm lead for the future.
4) Do some undercover research: When a customer or a lead compliments you, ask them why they like it. You’re looking for details about the product or service that could help you develop new strategies for advertising, sales, production and customer support. Of course, you shouldn’t divulge why you’re asking. Remember, this is a conversation, not a focus group. Keep the questions light and simple. In the instance of the shirt maker, you may ask, “So are you into organically made clothing?”
5) KIT: Keep in Touch– If you can’t close the sale directly after a compliment, make sure you follow-up with the lead. Exchange business cards and tentatively schedule a follow-up or invite them to an upcoming event regarding your company. Maintain a warm lead by keeping them actively interested in what you offer. Exchanging email or business cards is not enough because those methods can become stale. The compliment is the bait and the effective follow-up is the hook.
These are just a few tips on turning a compliment into a sale. For more tips, please contact me. Do you have tips of your own? Share them. I’d love to have your feedback.