How many times have you finished a significant purchase personally or authorized a strategic possession for your business without trusting the salesperson behind the product or service? Chances are, your answer is nil. Features, advantages, and benefits are essential, but people – not specs – will constantly be the basis for determining who gets the sale.
Several years ago, I gave an opening keynote speech for a financial group in Montgomery, AL. In a letter of appreciation, my client commented on how far I went to become acquainted with more than the company’s fine points, but each senior executive in the room. Reading the company circular and knowing some up to date birthdays and anniversaries in the room did not hurt, either. The additional effort I made to be familiar with my client on a corporate and personal level, led to 13 spin-off engagements with the same client.
How much do you customers know you care? How well do you know your customers? Make a list of ten questions you will habitually ask your customers to get to know them. Who are their in-house corporate champions? What separates their best customers from their average customers? What major objective do they want to complete in twelve months? What are the prevalent obstacles in their way? How can you get them over that stumbling block? The list can go on; it’s up to you.
Make the effort to invest in your customer’s hearts as much as you do their minds and pocketbooks. You’ll find a great deal of success; the kind of success held in reserve for The Elite One Percent™.
