Entry #1: Sales Insights from the Grocery Store

For decades the term “compare apples to apples” has been used to describe the need for similar pieces of information.  Yet when grocery-shopping customers don’t walk over to the apples and randomly toss fruit into their basket.  Standing in the produce section shoppers quickly move beyond the “apples to apples” comparison of the fruit and its price to questions like:  What flavor do I prefer?  How clean/healthy/appetizing do these look?  Which ones do I think I would enjoy?

When targeting new clients you can use this understanding to get your products and services off the shelf and into your customers’ shopping cart!

Here’s How:

1.  Give a good first impression.  Everyone loves a shiny apple; it’s attractive and appealing.  Shine up your sales proposals, marketing materials and communication style to make the best first impression possible.  This may include updating old materials, customizing content for their industry, or adding an extra-friendly touch by sending a thank you note after the sales meeting.

2.  Demonstrate understanding of the client’s specific project and preferences.  At the grocery store, shoppers pick from Red Delicious, Granny Smith, or Honey Crisp depending on their baking needs or personal tastes.  To keep them from moving on to another bin, you need to show the client that you have exactly what they want.  By familiarizing yourself with their organization and the needs on their website, print materials or bid solicitation, you can customize your proposals to match them perfectly.

3.  Be accessible.  No one goes for the apples at the bottom of the barrel.  You want the ones that look the best and are easily within reach.  Use this tip to be accessible to your clients, making it easy and enjoyable for them to work with your organization.  Maybe this is the speed in which you return calls or emails, or the advance notice you provide on deadlines.  Whatever it may be, accessibility goes a long way in client care.

4.  Set clear expectations.  When you bite into an apple, you expect it to taste like an apple.  Setting clear expectations with your client regarding communication, workflow, pricing, and final deliverables gives your client peace of mind knowing that the end result will match the pretty item they purchased at the store.

Sometimes the sheer volume of options can be overwhelming, and a bushel of apples can look identical from a distance.  Yet the best companies look better and better the closer you get and applying these simple techniques will allow your company to shine for discerning buyers everywhere!

Happy Selling,
Jen Weaver
Business Development Manager, Carmazzi Global Solutions
Tel: 888.452.6543 x402
Fax: 866.648.3431
Company Blog


About Dan Gallo

I'm a small business lifer, starting/running businesses since I sold seeds door-to-door as a kid in The Bronx. I've played guitar and enjoyed baseball since I was 5 (born a NY Yankees fan). Just prior to marrying Kim in 1983 I became a Christian. We have two sons; Daniel's a musician & social media expert with a smart, insightful sense of humor, and Adam who recently graduated from Brooklyn College double majoring in Creative Writing/Literature and Anthropology. Adam now works in the non-profit sector. Since 2002 one thing we love to do together is go on service/missions trips to Belize. We've collectively spent 60+ weeks in Belize with this missions organization http://twaw.org. I started my 1st company in January 1985, and been self-employed ever since. I sold my last company, Mentor Communications Group, in '04. After 2 years w/ the acquiring company I started The Allasso Group, LLC doing Small Business Consulting, Fund Raising/Capital Raise-up Campaigns, Sales Strategy, Outsourced Sales Agency work, & Digital Marketing Programs (Social Media, SEM, etc.) since April 2006. Notable projects: Hired as Small Business Advocate and Social Media Director for IBM's "Supplier-Connection" - Feb '11-Dec '13. Hired as COO to help turn-around late stage start-up software company myVRM. Jul12-Dec '13 Hired as CEO of CoupleWise.com, a Digital Health2.0 app, to write business plan, raise seed capital, & completely redesign and relaunch the app. Aug '16 I won a Finalist spot for MassChallenge UK's 2016 fall cohort in London from Sept thru Nov. Started Oct15 - Current. I enjoy helping turn-around struggling small businesses, and launching new business ventures. Feel free to contact me with opportunities.
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