Indice attraction client : techniques de vente

What is your Customer Attraction Index (CAI)?

High-growth companies exert a certain force of attraction on their target clientele. They’re attractive and their appeal is not mere coincidence. These organizations position themselves in their respective markets so that their potential customers come to them when they’re ready to buy. It’s much easier to sell to a customer who finds you than to sell to one who you found. However, it’s much more difficult to be attractive than it is to be aggressive.

Take a few minutes and analyze your force of attraction. Do you always need to solicit to get new customers or do they come to you to do business? When you’re in a sales cycle, do you feel obligated to always push to make the sale or does the customer push you to arrive at an agreement? Your answers to these questions will help you better understand where you score on your CAI (Customer Attraction Index). The higher your CAI, the faster, more profitable and more sustainable your growth will be.

In today’s business world, most companies and salespeople have not learned how to be attractive and are more likely to be aggressive.

In order to gradually leave this aggressive approach behind and increase your CAI, you should create a scarcity effect; in other words, figure out what makes your offer unique. You should be able to say why the customer should buy from you and dare to determine what your UMI (Unique Market Identification) is, then develop it.

Another important factor that will greatly help increase your CAI is how you communicate with your customers, both verbally and in writing, and here’s why.

Let’s start by taking a look at your written communications, or what you have on your website, in your brochures, on your circulars, in your email messages, in your proposals, etc. Do these publications catch the interest and attention of your target clientele? If you want to get an idea of how others perceive your CAI, show your written publications to some potential customers who don’t know you and ask them what comes to mind when they read your documents. If the effect is unclear, you should change your message and direct it more towards the customer’s concerns and issues.

Now, let’s talk about how to improve your verbal communication skills.  Below are three techniques to raise your CAI, but you should apply them every day if you want solid results:

  1. Develop a strong, sincere desire to help customers get what they want. Customers should feel that your primary goal is to help them, not to subtly, hypocritically trick them into spending their money, or you will have an extremely difficult time being attractive in the long run.
  2. Increase your skill level. You should be an expert in your field and if you feel it’ll be too time-consuming to become one, then your niche is too vast. Be more specific and make an effort to improve your knowledge in a specific market. Salespeople chase customers, whereas customers chase experts.
  3. Make a point of getting your customers to say WOW.” Every time you’re in contact with a customer, find out what you need to do to get them to say “WOW” and do it. Be careful not to generalize; the method will be different for each customer. After having completed a transaction, check whether the customer said “WOW” and that will be another excellent indicator of your CAI.

According to a 2006 study by the GfK research centre, in 1970, 67% of consumers felt that “word of mouth” was important when they went to buy, whereas today, that percentage is as high as 92%. In the time it takes you to read this article, how many customers are talking about you to other potential customers as a sign of great satisfaction?

The higher your CAI, the better your results, but your greatest boost will stem from the fact that you’ll become, at all levels, a much better person, and customers love doing business with good people.

Make the decision right now to implement actions that will make you more attractive to your customers and that will increase your CAI. Remember: when it comes to this index, it’s not about the destination, but the road you take every day to get there.

Happy selling !

Jean-Pierre Lauzier
Consulting expert, trainer and speaker
Sales, marketing and customer service
Author of the book: “Le Cœur aux ventes”

JPL Communications inc.
450 444-3879

Le coeur
aux ventes

This post is also available in: FR