Years ago a very wise sales manager asked me, “What is the single most important factor in selling?” Dumbfounded by the question, I sat in awkward silence. Sensing my quandary, he answered his own query with two simple words, “Being remembered”. I quickly nodded yes, but I did not really know what he meant.
Now, years later, I understand. In advertising, research tells us that “frequency of contact” is a must; yet, the customer has grown numb from the thousands of messages delivered daily on the web, on radio and TV, and in print. But, alas, frequency alone is not enough since the same research tells us that contacting 10,000 of the right people ten times is far more effective than contacting 100,000 of the wrong people one time. In the ad game, these two factors are called “frequency and reach”. You must contact the right customer with frequency to be remembered and you must be remembered before the customer will buy.
The same logic applies to selling. Customers need to be reminded that you exist and that you have solutions to their problems. How often you ask? You need to call on the customer or prospect enough that they not only remember your name and company, but they also distinctly remember the last conversation or sales call that you had with them. That is a tall order in the internet age. To be remembered, you need to provide the customer a promise of value and you must be perceived as different.
Value is delivered when you provide the promise of a solution to their problems or fulfill some need. This promise helps you get the next appointment or propels them to answer your call or e-mail. This intention must be authentic, tangible, and available; otherwise, there is little else to talk about. It is all about their needs or problems and it has nothing to do with you. It is all about them.
There is a thundering herd of sales people that want the time and attention of the customer. To be remembered and to be valued, you must be different or you must do things differently. Although you could dress in a clown suit with a red nose and over-sized shoes to be different, the differences that are remembered are more subtle.
Here are a few things that will make you different from the other sales people knocking on their door:
– Always be on time for the appointment; better yet, be early.
– Listen before you speak.
– Repeat the customer’s name in your conversation since people are soothed by the sound of their own name; remember it is all about them.
– Focus on the customer’s problem not on your solution.
– Ask probing questions that begin with why and how.
– Always tell the truth.
– Always do what you promise.
– Acknowledge the customer’s birthdays, anniversaries, and kids’ names.
– For a repeat customer, anticipate their needs; be first to remind them about their dwindling inventory or an upcoming service.
– Keep your promises; if you plan to call back on a certain day or time, do it.
– If you can not meet a commitment or promise, tell them immediately. Don’t try to avoid or hide the fact.
– When you make a mistake tell them and take responsibility for fixing it.
– Put a special quote in your e-mail signature that connects with your customer.
– Spell and grammar check everything you send to the customer.
– Send handwritten note cards as a follow up to your meeting. Include your business card.
– Write your cell phone number on the back of your business card so that they contact you when they have an urgent need. Tell them to call you at any time.
– Always say thank you.
But this list into practice and you will be different than 95% of the sales people out there. And, you will be remembered.
John Bradley Jackson
© Copyright 2006 All rights reserved.
My new book “First, Best, or Different” is now available at www.firstbestordifferent.com!
Please buy my book!