Our view of the competition, while varying at times, is our key to responsive selling and keeping our efforts focused where they should be… on the customer. Our competitors really do keep us sharp. We must know their strengths and weaknesses as well or better than we know our own. We must truly understand their products and services from our customers’ viewpoint. If indeed our quest is to fully grasp the true nature of the needs and wants of our customers, then we must likewise have a full grasp of the myriad of choices that confront them as well as the manner in which our products and services can meet their expectations, offering more value than our competitors do.
That’s fine. That is Selling 101 with an advanced flair. We must grow accustomed to do far more than that if we truly wish to be known as the superior alternative in the eyes of the customer. If today’s savvy customer already expects a quality product, a fair price, on-time delivery, ease of order entry and a smooth flow of the entire transaction, then what is there left to do? Plenty!
It’s seldom only the big things that your customers notice, but rather the summation of the many “little” things along the sales path that make a tremendous difference in their perception of you and your company. It begins with common courtesy, and that starts with the company receptionist.
1. Treat the company receptionist and other employees at every level with respect. Many salespeople see her of little consequence or may even treat her rudely. First, she is deserving of respect just because she is a human being. She is also doing her job to the best of her ability. Her supervisor frequently calls on her to fill-in or perform many other office functions, often without much expressed gratitude. That receptionist certainly talks to other employees and often is part of the administrative side of purchasing, especially in smaller firms. If you are perceived as rude in any way, you have just burned your bridge with both the gatekeeper and the buyer.
2. Always speak in a professional manner. There is no room for off-color remarks or dark, “street-corner” humor. Professional salespeople never include harsh humor or foul language in their vocabulary. This alone is often enough to differentiate you from some of your competitors. If you would not say it in church or to your grandmother, don’t say it to your customer. Never degrade any person, race or creed.
3. Look the part of a sales professional. Dress appropriately. While it is not always necessary to wear a suit or even a dress shirt and tie, there is never an excuse for wearing old, dirty, wrinkled or inappropriate clothing while visiting a customer’s facility. So often, an acceptable mode of dress is a freshly pressed company-logo golf shirt and pressed khaki slacks with leather belt, leather shoes and socks.
