Time is the most precious commodity to today’s buyers. They have a huge workload, few resources, little time, and many distractions. They usually go home late, still feeling disappointed with the day’s progress. No wonder it’s so hard to sell to these frazzled customers, says Jill Konrath, author of SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers. To gain access to crazy-busy people’s time — and business — Konrath offers these effective sales conversion techniques:

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• Think simplicity. The last thing overwhelmed, chronically multitasking people need is more complexity. Make sure all decisions can be made easily, and all tasks the customer must perform are manageable.

• Become invaluable. Customers are very mistrustful of attaching the word “unique” to anything — they believe that even if your company is special now, competitors will soon catch up. You must become invaluable to your frazzled customers. Prove to them that you are smart, savvy, and, most important, there to help.

• Stay aligned. One of the most successful sales techniques is to convince your potential customers that your product or service is relevant to them. Make sure you understand the customer’s needs and challenges before pitching anything; use case studies they can identify with; share values that are consistent with the corporate culture; and show that you’re knowledgeable about the customer’s industry.

• Fulfill customers’ priorities. The ever-changing and busy lives of customers mean that their tasks and priorities are always changing. Target customers who will find your product or service vital, and be sure to maintain that importance. Constant follow-up emails or calls won’t get you anywhere.

— Jessica Saint Jean

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