“How much? That’s way too much money!” How many times
have you heard that? Truth is, that’s what the buyer is there to do – push you
down on price, and they’re only doing their job. But sticky selling is
more than just putting in a price. It’s about understanding your customer
and their needs and issues.
If the only driver to buy a product/service is price then
there is always somebody who can undercut you. In the UK, Tesco plc (the
leading national food retailer) has for many years fostered (at least in my
mind) that they are the cheapest place for me to shop. Frustratingly for
Tesco, other cheaper rivals have come in selling the same branded products for
less. So this large chain has an uphill battle to win back those who have
left and to keep those who are still shopping with them.
In truth there are other important aspects in the Tesco sales
platform in addition to price. Such things as: convenience/spread of
choice/parking/loyalty cards/shopping experience… This latter one is interesting,
as it can also be driven by the customer facing staff.
In fact, these very same customer facing staff may be one of
the best hidden resources that Tesco has in understanding their customers and
re-building their sales!
As part of “sticky” mind-set for a business to thrive the
sales interface is a critical resource as well as being the funnel through
which the business runs.
See the article on linked in by clicking here