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!
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!