There’re many misconceptions about sales. Some individuals believe that a salesperson is born, not bred and feel that they are not cut out for sales. Whilst there is some truth in that, it doesn’t mean that a person who is not “born” a salesperson cannot be trained to be one. When someone is being categorized as a “born” salesperson, it simply means that that person is outgoing and is eloquent and will possibly find selling an easier task to master than a person who is more reserved. However, that said, with some preparations, it is still possible for a seemingly less “sale-sy person to do sales. The second misconception is good product/services will sell itself. Whilst there is some truth in that, without a good sales pitch, even perfect products will have problems flying off the shelf. When you are setting up a daycare business, chances are, you will be required to be the principal, teacher, salesperson and sometimes even the cleaner. At least for the first year. As a business owner, you will be required to wear multiple hats and expect to be good at all of it. You will naturally be the frontman of the company and will need to sell your daycare and its services to prospective parents. Here are some of the basic requirements to be an effective salesperson for your daycare centre. 1. Know your services First and foremost, you need to list down a fixed set of benefits which you wish to communicate to your potential customers. This is especially useful because you can carry this through, not only to your sales effort but your marketing as well. You can also use this to educate new staff who you’ve recruited. 2. Know your competitor How much do you know about your daycare competitors ? Do you know how many daycare providers there are within a 500m radius? Do you know what are their pricing strategies? Do you know what they are offering in their curriculum? How do they keep their customers? What do their customers not like about their daycare centre? You need to gather as much competitive information as possible so that you are able to identify what sets you apart from them. That will be your unique selling proposition when try to promote your daycare services to your potential customers. 3. Know your customers You need to gather as much information about your customers as possible. Firstly, you need to know what is the demographics of your potential clients. If you are a new daycare centre, look at the client base of the neighbouring daycare centres. It’ll give you an idea of what to expect for your daycare centre. You need to understand what your customers are looking for in a daycare provider. Are they price sensitive? Are they concerned about the curriculum you are offering? Are they looking at a new and clean facility? Matching their demographics with what you can offer them, what do you think is the value which they can get from putting their children at your daycare centre. 4. Relate product By understanding what your customers are looking for, you’ll be able to better cater your sales pitch to their needs. During the initial 3 minutes of the meeting, you should already know what they are looking for in a daycare provider. E.g. If it’s the physical facility that they are concerned about, bring them on a tour around your daycare centre and explain the maintenance policy of each area. If it’s the curriculum that they are looking at, start by sitting them down to show them what your daycare centre offers before bring them on a tour around the daycare centre. Sales is like riding a bicycle, it become easier with practice. The key to success is lots of hardwork and perseverance. Good luck!
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