5 Ways to Improve Your Sales by Learning About Your Clients

Looking to improve your small business sales? It all starts with your clients! In a recent SCORE LIVE webinar “Preparing to Sell: Defining Your Target Market and Aligning Your Sales and Marketing Message,” Denise Graziano, President of Graziano Associates, gives tips on ways small business owners can improve their sales by understanding their clients. Denise who views sales as a “vital and necessary part of any successful business” correlates sales with “not something you do to someone, but what you do for someone.”

Understanding this approach of “doing something for someone” changes the way you approach your clients and the way you view your products or services. Denise gives tips on how this approach will help you better craft your messaging and give you the results and reactions you desire.

Know Your Client

Finding out who your clients are is the first step to providing great service and improving your sales. Take time to learn who they are, what industry they work in, where they shop, and even what motivates them. Having a solid understanding of what makes them tick helps you to easily identify their needs and how to solve them. Creating client avatars or personas help bring your clients to life and allows you to understand them in a way you may have never thought of.

Understand and Serve

“When clients feel understood they are much more likely to buy from you,” says Denise. It’s important to come from a place of service and not desperation. Give your clients reasons to want to do business with you. Sharing useful information, giving them access to industry trends and information helps in tailoring your product to their needs more easily.

Understanding What is Your Why

Denise mentions a quote from Simon Sinek. “People don’t buy what you do, they buy why you do it.” This idea of people buying a product from you because of why you do it is very important. This inspires people to take action and helps them understand your passion, which builds stronger customer loyalty.

Where Will They See You

“Many business don’t choose the right medium because they don’t understand their clients well enough”, says Denise. This goes back to the point of truly knowing your client. Take Facebook for instance, although it is very popular, if you are a B2B business, you will have a better chance of reaching your audience on LinkedIn instead of Facebook. Looking into other media areas are very important. People are using videos more and more each day. Take advantage and create useful content that will provide information to your future client.


Understanding your client, how to serve them and how to reach them are very important when it comes to improving your sales. While all of these make a tremendous difference, it’s also important to be honest with your customers. Denise’s advice is to “be genuine and come from a place of service not desperation and be truthful.” When you are authentic you are taking the necessary steps in avoiding a one-time sell.

Want to learn more about engaging your clients to increase your sales? Listen to Denise’s webinar in its entirety here.

Interested in learning more about customer sales? Join us for these upcoming webinars!

6/5: Date Your Leads, Marry Your Customers with Lifecyle Marketing

6/12: Client Retention Practices for Today’s Competitive Business Landscape

Bridget Weston Pollack
<div> <span style="font-size: 13px; line-height: 18.0049991607666px; text-align: justify;">Bridget Weston Pollack is the Vice President of Marketing & Communications at the SCORE Association. In this role, Bridget is responsible for all branding, marketing, PR, and communication efforts. She focuses on implementing marketing plans and strategies for the organization to facilitate the growth of SCORE’s mentoring and trainings services.</span></div> <div> <a href="http://www.score.org" target="_blank">SCORE.org</a> | <a href="http://www.facebook.com/SCOREFans" target="_blank">Facebook</a> | <a href="http://twitter.com/scorementors" target="_blank">@SCOREmentors</a> | <a href="https://www.score.org/author/Bridget-Weston-Pollack/all-posts">More from Bridget</a></div>


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