Page 203 - Company Excellence

Company excellence through matching in customer contact

the customer has, he starts all over again: "What else did I want to tell
you ...". Sometimes this behavior results from the fear of buying the
"wrong" product or of making a purchase decision at all. The
salesperson therefore tries to lead the customer out of his hesitant
attitude by not exposing him to too much that is new. This means:

The seller convinces the green customer with proven
products, long warranty periods and top service.

It is often difficult to recognize what this customer really wants. It is
possible to steer the customer by being consistent, but the
salesperson must not take advantage of this, otherwise the customer
will retreat into his shell and react even more cautiously to the
salesperson's arguments. The salesperson shows his attention
through eye contact or confirming nods. He focuses on arguments
that offer the green customer security and show him that he is hardly
taking a risk. He convinces him with facts and the promise that he can
make his decision in peace. The salesperson finds the happy medium
between an approach that leaves the customer room for an
independent decision and cautious control - this is especially true in
the closing phase.
Let's get back to a checklist, this time showing how to optimize the
key contact phases when dealing with a green customer.

How does the seller sell to a green customer when he himself is ... - a

green seller?

• Basically, he has no major problems in this. However, he
remembers that the customer, like himself, has a lot of
security

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