Ealing Business Forum at Bang & Olufsen

The latest Ealing Business Forum took place at the Bang & Olufsen in Bond Street Ealing. It was a lively event hosted by Stuart and Helen, proprietors of the award winning store. The topic for the evening was sales with a highly interactive discussion facilitated by Geoff and Gita Langston of Arizion.com

The key learning points from the discussions were:

Do your homework

  • Understand your customer
  • Read up on them and ask people about them
  • Know your product well
  • Understand the competition without defending limitations of yours
  • Relate cost to an everyday product e.g. it is as much as a cup of coffee etc.

Key differentiators

  • Use open ended questions
  • Remember that people buy people
  • Active listening is critical and needs practice
  • Watch for the main buying signals
  • Word of mouth is a great sales generator
  • Show confidence
  • Why should people believe in you if you don’t seem to believe in you?
  • Under promise and over deliver
  • Use a win-win, no deal approach
  • Listen to your customer feedback

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