From the course: Inclusive Selling: Selling Across Culture, Race, and Gender Differences

What diverse customers are looking for

From the course: Inclusive Selling: Selling Across Culture, Race, and Gender Differences

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What diverse customers are looking for

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- I can't stress this enough. Customers want to be treated like people, valued and respected. By listening to them, understanding their needs, being available and valuing them as people, you'll be showing them you are treating them with respect and giving them the priority they want. Regardless of their background, culture, age, or interest, these principles will allow you to go beyond differences and create a trust connection that you can build any sale upon. The first thing you'll need to do is research. Get to know your customer before you meet them. You can show them you're listening before you even meet them by researching them beforehand, their business and their background. Then, show up informed and ask some targeted questions which will then give you the opportunity to listen, take notes and tailor your sales pitch, but most importantly, it will give you the opportunity to show them you care about them personally, and this is how you'll stand apart from everyone else. Two, know their business, their needs. The world is full of one size fits all products and services and salespeople trying to flog the same solution to everyone else. Your customers will buy from you because you'll demonstrate that you offer what they need, and that is something made for them specifically. Number three, don't vanish into the sunset. Customers want accountability. They want to know they've bought the right thing from you and that you'll be there to vouch for it. We trust and believe in people who invest in us. The sale does not signal the end of a relationship. A common pitfall is in thinking it was just a sale. For the customer, it was a problem-solver that started the relationship. Regardless, if you make sure you're available after the sale and always back up your claims with proof, your customers will buy from you again and again. Now if you go to the exercise file that goes with this video, there, you will find a research strategy, a document that will guide you through the preparation and research you need to do before making a sales call. Taking the time to know them personally will make you become a trusted advisor, and that's how you'll not only make a first sale, but also, develop a life long relationship.

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