One afternoon the phone rang in my office and the cheerful voice on the line stated his name and told me that he was a ministry care center representative with a large Christian non-profit in San Diego that my wife and I support. He said he wanted to thank me for the financial support we have been providing monthly for the last several years, and then went on to say that it meant so much to the folks they minister to, that he just wanted to check with us to see if there were any needs in my family that he could pray about.
There was silence on my end of the line for a few seconds as I processed what he just said. In business terminology, I had just been recognized as an important customer and it frankly took me by surprise. When I finally got my brain and my mouth synchronized, I mentioned a real need my wife and I had been wrestling with and he immediately began to pray right then and there. When he finished he told me that he was making a note about my concern and promised to submit it to the prayer warriors that meet and pray together there in San Diego each week.
Before he hung up he promised to send me a book published by that ministry that he felt would also help us with the situation we were facing. The book arrived a couple weeks later and turned out to be a real help. Since that day he has called twice and also sent a short note, inquiring about our dilemma.
WOW, I’d really like to meet this guy and thank him for sincerely caring for us as “customers” of the ministry he represented.
As salespeople, we spend a lot of time and effort talking about ourselves and what we do and how we do it, and why we do it better that the competition. But maybe we should stop for a minute and think about the importance of those we are selling to.
Because the Customer has a need, you have a job – You should be thankful for the multitude of people that need what you sell. If they weren’t there, or didn’t have those needs, you would have to find another way to make your living.
Because the Customer has a choice, you must be the “best” choice – Competition is a wonderful thing. You fuss about all the other guys clamoring for buyers’ attention, but the fact that others are offering widgets similar to yours is what forces all of you to get better.
Because the Customer has sensibilities, you need to be considerate – A salesperson who thinks empathy isn’t important will be in a different occupation before long, because people don’t buy from those who could care less.
Because the Customer has a sense of urgency, you must be quick – Buying is an impulse purchase and once the customer makes up their mind, they want it NOW. That’s why you must understand their buying processes as well as you do your sales process.
Because the Customer is unique, you’ve got to be flexible – Your customers are like snowflakes and expect to be treated, coddled, and catered to as individuals, different from all others.
Because the Customer has expectations, you have to excel – To earn their business you must not only do what’s expected, but in every aspect you must provide a little bit more.
Because the Customer has influence, you have hope of more customers – When they like and trust you, and when you do the right things; they might just introduce you to someone else and tell them how you satisfied them.
Because the Customer… you have a purpose!
How about commenting below in the Speak Your Mind area about your feelings concerning your customers?
Do you believe it’s important to sharpen your ax on a regular basis in order to stay sharp?
Do you think a book containing information on 116 different selling topics would contain at least a few that would be helpful to you, or the salespeople that report to you?
Would something like that be worth 6¢ per page?
If I’ve sparked any curiosity, take a free peek here. Oh, by the way, I’ll also ship it to you FREE!
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