This is part one of a two part series containing sales tips on training your customers in two very important areas. That’s right, training your customers. The reason you infrequently see these two sales tips in just about any sales blog is that they deal with you controlling the customer, instead of the other way around. And it’s easier than you think.

“Customers are like kids in many ways…”

Fred’s Sales Tips
I’ve written before in this sales blog about my best buddy, Fred. We sleep together on many nights. However, my wife gets a bit jealous of ol’ Fred, my German Shepherd.

Fred has provided numerous sales tips in the past that have ended up in this sales blog and he continues to teach me. I’ve noticed recently that he has several behaviors I have unconsciously taught him. For example, I frequently give him a treat when I let him in from the back yard if he’s been out for an extended period and hasn’t barked to get back in.

I began to notice that he’d beg to go outside and then immediately turn around and want to come back in. Guess what? He thinks the act of just coming inside is what is earning him the treat. I’ve unknowingly trained him to do this. We do the same thing with our customers in all kinds of areas.

Customer Training Sales Tips
One of the ways we incorrectly train our customers is in the area of discounting. They ask for a discount, and we give them one. They ask for another discount, and we give them just one more. They ask for yet another, and then they demand a discount on that discount. Do you see where this is going? We never say “no.” We have unwittingly taught our customers we will discount whenever they ask.

We have to let our customers know early in the relationship (and this is the key) that for them to earn a discount there has to be justification. That justification can take the form of larger quantities, purchases of additional higher margin items, exclusive rights to sell them certain products and services, etc.

Sales Blog Epilogue
Customers are like kids in many ways. If you don’t rein them in early, they’ll become out of control teenagers. One of the ways we can rein in our customers is to communicate to them in the beginning of the relationship that price discounts are not the norm. It’s okay for us to use the word “no” with customers. It’s time for you to start training your customers to elicit the kinds of behaviors that benefit you, not work against you.

My next sales blog post will cover part two of how to train your customers.

©2010 Scott R. Sheaffer

Related posts:

1. Training Your Customer, Part 2 of 2
2. 6 Requirements For Properly Breaking In A New Customer
3. You May Be Blind To This Customer Negotiating Tactic

Tags: customers, pricing

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