Business-Building Action from Terry L. Brock
Are you connecting with customers in areas that matter to them? This is a critical part of building relationships and Relationship Marketing.
The story is told of Andrew Carnegie’s mother when she went into furniture store to buy a stove. The young salesperson talked about all the features, the gizmos and gadgets of that stove and what it did. He talked about features, features, features. Then Andrew Carnegie’s mother looked at him and quietly asked, “But, will it keep an old woman warm?”
That salesman didn’t connect with Mrs. Carnegie. He didn’t see it from her point of view. He lost. He wasn’t focusing on Relationship Marketing but more on disseminating information.
I can see it now…. Come with me back in time to the 1800’s when this occurred. This young man wanted to do well and probably was hard-working and ambitious (2 very good traits). However, he neglected to understand that customers want to know more about their own needs, not about the features. You have to connect with them emotionally. They have to like you first before they’ll listen to anything you have to say.
That is true today more than ever. With all the technology we have to keep the customers’ interests in mind first and foremost.
Even more than features and benefits we have to stress the experience that our customer will enjoy when they become involved with our products and services. Bernd Schmitt in his work, The Experience Economy, discusses the importance of creating wonderful experiences—even beyond benefits.
That doesn’t mean that we neglect the technical features completely. It means locking into the aspects that are important to that customer. It means building a strong relationship with them that helps them in their needs. This is what true Relationship Marketing is all about.
And old saying in sales goes “What’s important is what important people think is important.” How true! If the customer really does want to know about the technical features you’d be wrong to just talk about “how the stove will keep you warm.” You’ve got to find out what is important to that customer.
Lock into your customer’s needs today. Find out what they want to know and provide it for them. How do you do this? First, be inquisitive. Find out what they are looking for. Listen to them. Ask questions and then listen intensely. Your paycheck depends on it!
Sure, this is obvious and easy but how many times do you hear people really follow-up with questions about what someone else is thinking and doing?
Then find examples that relate to them, where they are, where they have pain. My friend, Michael LeBeouf, author of The Greatest Management Principle and many other outstanding books admonishes us to “Follow the Pain.” This will assume you of a good income always.
One of the blessings of the Free Enterprise System is that you can achieve the goals you want and achieve what you want but only to the extent that you help other people achieve what they want. Zig Ziglar said it well when he told us, “You can get anything you want, if you help enough other people get what they want.”
To conclude, I’m reminded of yet another story of Andrew Carnegie’s mother when she was shopping for some furniture.
She went into the furniture store and asked about some specific items. The salesman (yes, it was a man back then) listened to her needs, not knowing who she was, the mother of the richest man in the world. He helped her to meet her needs on one small item. He went over and above the call of duty all the time not knowing who this charming older woman was.
Well, when Mr. Carnegie heard how pleased his mother was with the purchase and how the young man had helped her so much, he immediately set out to hire the man. He more than doubled his current salary and gave him a prominent position in one of his plants.
Today we have tools that can be most revealing in what our customers like and where they are most interested. Study social media as a scientist. Follow important people in LInkedIn and learn their desires, interests and wants. This will help you to know how to connect with them. It is easier today than ever before!
You never know who you’re going to be working with when you interact with people. Even if you are working with someone who isn’t as kind as they could be, that is still good practice and training on being nice and attentive. Always be your best and meet their needs. Find out the need so of the buyer and devote yourself to that person.
It has been said many times in sales that we have two ears and one mouth. That is the proportion we should use them.
Good words of advice.
I wish you much success in connecting with your customers, clients and those wonderful people who pay your bills!
Terry
Terry Brock, MBA, CSP, CPAE
www.TerryBrock.com
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