When someone contacts your business, whether it’s a phone call, email or walks into your store, they’re essentially saying “Could someone please help me buy?” They may not scream out those exact words, but think about this for a minute: do you really need to ask why they’ve made contact? They have an itch and need some help to scratch it, yet poor sales service is costing businesses countless opportunities every single day.
Key Takeaways
- Customers contact your business because they want help to buy something
- Poor sales training and customer service lose sales to competitors
- Simple questions and genuine interest can transform enquiries into sales
- Acknowledging customers and understanding their needs builds trust
- Good salespeople listen, ask questions, and help customers make decisions
Why Are Your Customers Walking Away?
I had been thinking about buying a new bicycle for a couple of months. The problem was I had no idea what bicycle I was looking for. I wanted something decent but not one I had to refinance my house to purchase. I didn’t know what brands were good or what specifications were right for me.
I had been yearning for someone who knows a little something about bicycles to help me buy the perfect one, so logically you would think a sales rep at my local bike store would fit the bill?
To my amazement, not one of the five bicycle stores I went to were helpful. It just seemed that no one is really willing to step up and help me buy and I wondered why?
What Questions Should You Be Asking Your Customers?
Here are a few of the questions that occurred to me during the contemplation and purchase processes. Essentially, if the ‘salesperson’ had been present during our interactions and possibly had received a little more sales training, I could have bought a bike from this particular store:
Do I Need a New Product or Do I Just Want One?
Last month, I had taken my old bike in for a service. We discussed the fact that my bike was getting old and I was wondering whether it would be a good time to upgrade to a new bike. He replied “possibly” and then went up to the till to ring up the bill for the service. Seriously, come on. Give me a good solid reason as to why I should consider buying another bike and you would have had a sale.
Why Don’t I Just Buy the Same Brand Again?
My two bicycles are the same brand (one is a mountain bike the other is a road bike, just in case you are wondering). I have been happy with them but it just seems this particular shop doesn’t value me as a customer. To be fair, one of the staff members is friendly and always says hello which is a lot more than the owner of the business. Unless I make the effort to say hello, he doesn’t even acknowledge me. Seriously, he sold me my last bike. Just a friendly hello even if you don’t recognise me would give me that peace of mind that you do care and that you would look after me. You would have had a sale.
Why Can’t You Get the Product I Want in Stock?
Eventually, I bit the bullet and made a list of specifications that I wanted. No subtle clues here. I literally told the person (sorry can’t call him a salesperson because that would not be fair to salespeople) only to be told sorry we don’t have that bike in stock. End of sentence. Silence. Seriously, tell me that you can get the bike here and you would have had a sale.
How Good Sales Service Wins Business
A good friend of mine has raved about a particular store he goes to. I walked 300 metres down the road and into this store. I was greeted by a salesperson, I explained what I was looking for, he asked me a few questions, he listened to what I wanted, he made a couple of suggestions, we had a little chat and BINGO! 30 minutes later, I had just paid a deposit for my new bike. He had made a sale.
This experience highlights the importance of proper customer service training and understanding what your customers actually need. The difference between losing a sale and winning it often comes down to basic human interaction and genuine interest in helping.
What Can You Do This Week?
Go invest some time this week and think of at least three really good questions you could ask that would help you better understand what someone wants and needs. That way, you too can make a sale by helping someone buy.
For tradies and service businesses, this principle is absolutely critical. Whether you’re quoting a bathroom renovation or servicing an air conditioner, your customers want guidance, not just a price. They want someone who understands their situation and can recommend the right solution.
If you’re serious about improving your sales performance and transforming your business operations, proper sales training should be a priority. When your team knows how to identify customer needs and present solutions confidently, your conversion rates will improve dramatically.
Building a Sales Culture That Works
Creating a sales culture in your business isn’t about being pushy or aggressive. It’s about genuinely helping people solve their problems. According to the Australian Bureau of Statistics, businesses that focus on customer service training see significantly higher customer retention rates.
The best salespeople are problem solvers first and sellers second. They ask the right questions, listen actively, and present solutions that genuinely meet customer needs. This approach builds trust, increases referrals, and creates long-term business relationships.
If you need help developing these skills in your team, consider investing in professional coaching that focuses on practical sales techniques for service-based businesses.
Frequently Asked Questions
How do I train my staff to be better at sales?
Start with basic customer service skills: greeting customers warmly, asking open-ended questions about their needs, listening actively to responses, and presenting solutions confidently. Role-play common scenarios and provide regular feedback on performance.
What questions should I ask potential customers?
Focus on understanding their specific situation: “What prompted you to look into this service today?” “What’s your biggest concern with your current setup?” “What would success look like for you?” These questions help you understand their real needs.
How do I handle customers who seem unsure about buying?
Don’t pressure them. Instead, ask more questions to understand their hesitation. Often customers are unsure because they don’t have enough information to make a confident decision. Provide clear, honest guidance about their options.
Should I follow up with customers who didn’t buy?
Absolutely. Many customers need time to think or compare options. A friendly follow-up call or email a few days later shows you care about their needs, not just making a quick sale. This often leads to delayed purchases.
How do I compete on more than just price?
Focus on value, service quality, and customer experience. Customers often pay more for businesses that demonstrate expertise, provide excellent service, and make the buying process easy and pleasant. Build relationships, not just transactions.
Remember, every customer interaction is an opportunity to help someone solve a problem. When you focus on genuinely helping rather than just selling, you’ll find that sales happen naturally. If you’d like to discuss how to improve your sales processes and grow your business, I’d love to have a conversation about your specific situation.
