In a competitive environment, we are all looking for ways to distinguish, and set us apart from the crowd. When I was first in sales, the things that used to impress me were an experienced rep overcoming an objection or handling tough questions or convincing a prospect to see his point of view. Those things are well and good, but today, the things that impress me are the little things that make an impact to our customers. Things like following up when you say you are going to, sending an email after an appointment and recapping the items that were discussed at the meeting, returning phone calls promptly. If may sound basic, but these are the things that customers value more than an impressive arsenal of pre-thought answers to their objections.
At a recent meeting with a client, he told me that the higher level executives can sense when someone can’t deliver on what they claim. He said that it is almost like a sense for the truth in what they are saying. And he assured me that these people are shown the exit swiftly. He also reiterated the little things as I mentioned previously as items that are most important to him, and others in top executive roles.
And he is in a good position to evaluate sales people. Most executives have salespeople that work for their company, and they are called on by vendors endeavoring to earn their business. C-level execs see it from both sides, which gives them a unique perspective on which to grasp and see through smoke and mirrors.
Think about how you like to do business. You want to be treated with respect and to be viewed as a valued customer; whether it be at the grocery store, restaurant, car dealership, dry cleaners, department store, hardware store, movie theatre, golf course, hotel, storage space, HVAC repair, lawn service, realtor, or wherever you make decisions and spend money. When I travel, I usually stay at the same chain of hotel, and on a recent trip, a few things are to be included when I check in (parking, breakfast, dinner, etc.) and the front desk clerk offered me a 20% off coupon for all of that. What did I expect? How did I want to be treated? How should they respond? I expected to be treated with respect, understood, and wanted this resolved quickly without having to argue or get the hotel manager to intervene. I quickly objected to the offer and stated that this was unacceptable in a very polite way. The clerk sincerely apologized and conceded (as if he had an option), and I thanked him for his courtesy, and happily checking into my room.
When we are selling, don’t forget how we buy and want to be treated. That will help us get in the proper frame of mind and provide better service to our clients.
“Respect the Torch”
