It’s Friday Book Club again
I just read The Simple Truths of Service, a new book by Ken Blanchard and Barbara A Glanz. I recommend it.
It’s a concisely written, simple (and short) book with a strong message about how to use the power of great service to transform your relationships with your customers.
Though the book is largely written from the perspective of serving existing customers, the lessons taught apply equally well to using service to inspire new buyers to do business with you.
As a seller, you cannot forget that sales is a service you provide to your buyers.
Buyers need your help to quickly gather the information they need to make a good decision. That’s your service.
How you choose to provide that service will go a long way toward differentiating you in the mind of your buyer.
Studies have found that the service experience the buyer has with you during their buying process (i.e. during your selling process) is a significant factor in their choice of vendor
The service you provide during the sale has to be authentic. It has to come from a place of genuine caring about helping your buyers achieve their desired outcomes.
You have to think outside the box to make yourself memorable. How do you stand out in a crowd?
Blanchard writes in this book about surprising customers with great service.
Those of you who follow me know that I am passionate about the power of responsiveness to both surprise and make you memorable.
Your responsiveness not only creates value by enabling the buyer to progress more quickly through their buying process.
It also shows that you respect the value of the buyer’s time. Which in itself, is a practical demonstration of empathy for your buyer and the time constraints within which s/he operates.
I’ve found on occasions too numerous to count that a responsive follow up not only surprised buyers. It opened an insurmountable gap between me and all my competitors.
We all compete in crowded frenetic markets.
The perceived and actual differences among the products and services we sell are small. If non-existent in the minds of our buyers.
When it comes time to make their decisions, the tie-breakers for most buyers boil down to the small things that sellers do to set themselves apart.
And, as Blanchard and Glanz show in their new book, these small things are all within the control of a sales person. It’s just a matter of caring, attitude, desire and heart.
Let me ask you. How do you use service in your selling to differentiate yourself to your buyers?
If you’re part of The Sales House community, hop over to Slack and let’s discuss.
I had a great week at Unleash and Rev It Up talking and learning from dozens of young sales professionals.
Here’s a common refrain I heard from many: “I’ve been trained. Now what?”
The problem is that most sales training is designed to serve the needs of the company. Not the individual.
“I’ve been trained in our process. But I haven’t been educated about how to think through sales situations.”
As a result, sellers are feeling a bit stuck.
They’re staring across a chasm from where they stand today to where they aspire to go. Wondering how they are going to span the gap.
I was in the same position in my career. More than once. Trained but uneducated.
Left to fend for myself and make my own way across the career chasm.
Which I did.
No one was going to hand me my future on a silver platter.
I had to educate myself.
Which I did.
Voraciously reading, listening to tapes (yes, in the cassette player in my car as I drove between sales calls), attending sales events to hear speakers like Zig Ziglar, asking questions of my peers.
One place to help you learn everything you need to cross the career chasm to your desired future.
- If you’re an SDR looking to grow into an AE.
- If you’re an AE looking to step up to bigger accounts. Or prepare for promotion.
I could tell you more.
Instead of that why not try it yourself?
Check it out.