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by Joe Guertin
The Advertising STREETFIGHTER Sales Coach
If someone called your best customer today and asked
how important you were to them, what would they say? Could you pass the 'partnership' test? In turbulent times, we've got to scrutinize the value we bring to our customers. Not our prices, but our real value.
If you're a salesperson, you've got to consider your personal value. In the past few years, the word value has been given a lot of lip service. But now, in times of wild market fluctuations, it's importance is magnified. A sales Streetfighter becomes real aware of it because, if we can't differentiate between us and a competitor, we're far more likely to lose.
Jake, a friend of mine, is a senior sales exec for a packaging firm. He sells boxes. But then, so do a lot of companies. And, with standard supply prices, the boxes he sells are at about the same price that his competitors sell. Jake does well. REAL well. The reason? Customers want to do business with him!
What makes him so popular? While his prices are competitive, they're not the
lowest. But he does bring more than price to the table. In fact, there are three things he does differently than any of his competitors:
Trust and Respect
He doesn't ask for it, he earns it. Jake takes the time to understand their real needs and concerns. He learns everything he can about his customer's customers. Not all salespeople want to do that. We'd rather ask a few surface questions about their
usage and budget, then pitch, pitch, pitch, close. Jake offers ideas…even before
he's got a P. O. in his hand. Imagine that!
He brings Value
This is huge. Instead of spewing out price deals in order to low-ball the competition, he comes equipped with solutions. He's also taken the time to learn everything he can about his own business. More than reading his own brochures, he digs through trade magazines and trade association web sites. He spends time with the production team to get their ideas and understand equipment capabilities. In short, he has
become the expert in his business! Jake's customers don't get a pitch, they get a 'meeting of the minds.'
He Delivers!
Not literally, although he has, on occasion, loaded up the minivan and hand-delivered last-minute orders. He delivers because he comes through. Every time. He's on the spot when they need him. They know he'll go above and beyond to take care of them. When problems arise, they get fixed. No excuses.
Jake has become the consummate sales professional. As he often says, "anyone can do it." It's no luck, not 'having connections,' and not the gift of gab. It's finding out what customers really want and need, and then becoming a partner-type resource to help them. People like that are indispensable. Ask anyone.
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