Answering Customer Questions

james terrio

james terrio

Sharpest Knife in the Light Socket
Joined
Apr 15, 2010
Messages
22,618
Potential clients who frequent the forums generally have very specific ideas on what they want, regarding steel choice and HT. Collectors, perhaps even more so. But what about the non-knife-geek folks who just want a knife that's "Sharp, durable and keeps an edge?"

I've found that the more I pontificate about carbon vs. stainless, edge-holding, toughness, carbide distribution and so forth, the more the client's eyes glaze over. Most hunters, cooks and campers don't really give much of a hoot about those details! They seem to like a good edge out of the box, a good warranty, and pretty handles.

I'm fairly certain that I've lost a couple sales because the client got overwhelmed with all the data I gave them and said "To hell with it, I'll just grab something off the shelf at WallyWorld."

Your thoughts?
 
It's the classic quandry... how much information does a customer really want? I'm a manager of engineering programs.... my head is FULL of information that would benefit customers. As a result, I'm very nearly the last person you want to put in front of a customer. I can answer their questions in such detail that they would be able to make keen, decisive choices... if they could but understand it.

The one thing I am not, however, is a marketeer. I vaguely understand what they do, but not really how they do it.

Long ago in a land far away, my best friend and I started a software company. We made a groundbreaking package that would help software developers create amazingly useful products. We spent $25K buying equipment and 6 months developing the code and perfecting it. When we we done it was tight, clean, and worked flawlessly.

We never sold a single copy, despite sending dozens of samples out to prospects. The problem was neither of us knew a thing about marketing.

And this, then, is the message. It matters not a whit that you know how to make the perfect product if you don't have the ability to sell that product. Making and selling involve two completely different sides of the brain. Those that make are rarely able to exercise the other side of the brain needed to sell effectively.

The secret, apparently, has nothing to do with how much information you give them. Rather, it has to do with how much confidence you give them. Sadly, confidence isn't something that most people get by hearing a lot of data. If I knew what it was they wanted, I'd be in marketing. But apparently is has something to do with feelings... or emotions... or something.

Obviously, beyond my skills.

- Greg
 
I agree James, I love talking shop but I have to watch my self, or I get the eye glaze too. I usually ask what they are looking for in a knife and then narrow it down from there.
 
Well in any type of sales, even when a customer comes to you, you need to find out some key things first. Budget, Purpose (intended use), and Desires (all the fancy details). Maybe not in that order, but I would deffinetly ask what previous knife experience they have. Do they own any other custom knives? Nice factory knives? How do they maintain their knives, how often do they sharpen, do they wash and dry immediatly after each use, how do they store them? I think these questions from you the maker combined with the customers questions should give a close approximation of the knife for them, sometimes not what they had in mind, but better for the job.

Sometimes it just kills me to go hunting with a buddy and he has this beautiful custom skinning knife and wal-mart quality kitchen knives in his home! He may use that hunting knife 10 time a year, but the stuff he uses everyday he doesn't care about!

Don't let the customers budget be your limiting factor either, as you may be surprised that if you find out some key items, they may be willing to pay more.

In short, throwing all this tech data at customers generally doesn't work, but if you make the customer feel like this knife is going to be everything they desired then a sale should follow shortly after. Let the customer do the talking, and only give as much tech info as the customer can handle. You are selling yourself as an artist, not just a knife afterall.


Just my thoughts on sales, in general.



-Xander
 
...The secret, apparently, has nothing to do with how much information you give them. Rather, it has to do with how much confidence you give them...

...I usually ask what they are looking for in a knife and then narrow it down from there...

...Let the customer do the talking, and only give as much tech info as the customer can handle...
Click to expand...

Each of those statments makes a lot of sense, thank you gentlemen. I'm taking notes!

I'm well-known for being wordy and yapping people's ear off, clearly I need to rethink my approach :o
 
Just read Greg's post and he absolutly correct. They call it eliminating buyers remorse. Hand them a 4" hunting knife and make them feel like its a light saber, and you have a customer for life. I have years of training in sales, and am an engineering student, so I am (un)fortunate to be right and left brained!


-Xander
 
I write and draw with my left, but swing a hammer or throw a punch with my right... does that count? :D
 
Being an engineer and a rainmaker I use one method and it works well, give them one piece of information, and then ask 3 questions, if you get good answeres, give them one more piece, if not ask another question.

This prevents you from going into detail that they may not want or understand without leaving them in the cold.

Info: I prefer carbon steel for hunters but I think stainless is better for kitchen applications.

Q1, how are you planning on using the knife?
Q2, is staining an issue for you?
Q3, what knife do you have that you cosider a good knife?
 
There was a thread about comparagraphs, but I can't find it. Someone compiled a chart of the common steels and showed the toughness and edge holding ability compared to each other. It was an interesting read.
 
The only thing I can add is that less is actually less. That is, I'd rather the seller talk over my head and have to bring it down a notch or two if I'm not following, than if he starts by talking to me like I'm totally ignorant. Nothing seems to irk a customer (or at least me when I've been a customer) than feeling like he's being talked down to.

But then again, I'm naturally a curious type person, so I thrive on esoterica and the opportunity to learn.
 
Salesmanship 101.....offer just enough to get the buyer to talk and ask questions...then you focus on answering the questions, and with that comes the features and benefits thingy.
Standing there trying to impress the buyer about stuff they could not care less about, is a good way to lose them.
 
you must involve the buyer in the conversation, ask them what is important, then if a simple answer brings on another question continue, and repeat....

every buyer is different so should be the sales process
 
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