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An essential element in delivering an exceptional customer experience lies in crafting an impactful sales strategy. This entails cultivating a profound understanding of your customer. It is important to note that your customer may either be the same or distinct from the consumer of your product or service. By definition, the consumer is the final user of your product, while the customer is the entity that initially purchases it. Let’s illustrate this concept with the example of a hairbrush. If Target purchases your hairbrush to sell at their stores, then Target is your customer. When Sally buys your hairbrush at Target, she becomes your consumer. If Sally were to purchase the hairbrush directly from your website, she would be both your customer and your consumer. The crucial distinction to remember in achieving business success is that you market to your consumers, but you sell to your customers! Therefore, it is vital to develop separate strategies for marketing to consumers and selling to customers, even if they are the same individual. Unfortunately, many businesses fail to establish an effective consumer-based marketing plan and a compelling, customer-focused sales strategy. But you must strive to possess this one-two punch combination at all times.

Just like building an understanding of your consumer, you must also develop an in-depth comprehension of your customer. This knowledge should be based on the following questions:

– Who is your customer?

– What are their purchasing patterns?

– Why should they choose to buy from you?

– How do you intend to conduct business with them?

– What unique offerings do you provide that your competitors do not?

– What is your value proposition?

The answers to these questions serve as the foundation of your sales strategy. Equipped with these answers and a profound knowledge of your customer, you are now ready to embark on the creation of your sales plan. The plan should encompass the following:

– What product am I selling?

– Why am I selling it?

– What value do I bring to the marketplace?

– Who is my consumer?

– What understanding do I have of my consumer?

– What is the purchase cycle for this product?

– What level of sell-through is anticipated?

– How can I merchandise this product most effectively?

– How easy is it for potential customers to do business with me?

Regardless of whether your customer and consumer overlap or not, you must effectively address the aforementioned questions in your sales plan. Essentially, you are constructing a compelling argument as to why this individual or merchant MUST (not should) purchase your product from you, leaving no room for doubt about the decision not to buy it. The sales plan must exude confidence, reassuring the customer that you possess a comprehensive understanding of your consumer and their purchasing needs. Simultaneously, it should convince the customer that you also have a firm grasp on their preferences and trends. I cannot emphasize enough how crucial it is for businesses to fully comprehend their customers’ expectations. This understanding is paramount to achieving success. You could have the greatest product in the world, but if you cannot convince the merchant to buy it, what good is it?

Always remember, an effective marketing and sales strategy constitutes a one-two punch. To guarantee efficacy, you must develop and leverage both arms of this strategy to your advantage. Market to the consumer by truly comprehending who they are. Sell to the customer by tailoring your approach to their desires and requirements.

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Ihab Salloum