A few weeks ago I wrote a post about graffiti on the side of trains, that post coming about as a result of my enjoyment in watching trains pass by. I commented about how the salon I get my haircut at is directly across from a major CSX line in Tennessee, and how when a train is passing Norm, my stylist will turn the chair so that I can watch the train out the front window while he cuts my hair.
I mention this because within that little action of turning the chair emerges a major lesson we all can stand to hear as it relates to how we treat our customers. The fact is, Norm knows me, his customer, and takes steps to make sure that my experience with him is not only consistent, but tailored to my needs, wants and desires.
How often do we treat our customers all the same, trying to cram them into a mold that in reality was only designed for one customer, but in our desire to rush the sale we attempt to treat them all the same.
I’ve got a really good friend named Matt who kills it in the sales arena. He has been #1 in sales month over month for over 4 years, and not just on top, but exceeding prior years sales in the process. Stagnant is not a word that would describe him or his approach. He is hungry, motivated and goal orientated in his approach to sales.
I wanted to learn more so I spent a few minutes with him in his office several weeks ago, and was amazed at what I saw demonstrated by him.
The first thing I noticed was his phone never stopped ringing during our time together. Customer after customer after customer. What was more amazing was how his tone, demeanor, and attitude changed as he took the various calls. On one call he was tough and slightly brazen, another call soft spoken, and yet a third almost flirtatious in nature.
During one of the few breaks in between calls, I asked him about the flirtatious call, and he told me that that lady was widowed and close to 70 years old, nearing retirement, and slightly “sassy” in her conversation with him. He told me that for the last few years this meaningless banter had taken place, and that he suspects in participating in that banter it gives her the opportunity to feel younger than her age might suggest.
As our time together drew to a close, the secret of his success was obvious. He knew his customers and sought to meet them and be their friend throughout the sales process. He knew names of kids, spouses, pets along with a plethora of other information that while irrelevant on its face, created opportunity for him to engage with the customer at a much deeper depth.
One funny story he told me was of a customer he had had, but lost as a result of a face-to-face meeting a few years ago. He said that this woman was always flirting with him on the phone, and he had a chance to meet her at a trade show a few years ago. That meeting didn’t go well because the woman was old enough to be my friends mother, and in fact had kids of her own that were older than my friend.
My friend thinks she was slightly embarrassed by her phone persona and couldn’t process the fact of the voice on the other end of the line being younger than her youngest child. Needless to say, he lost her as a customer, but he remarked that while she was his customer, he made a lot of profitable sales from her.
Here’s the thing I know. While there are thousands of books written on salesmanship, teaching someone how to connect with, and truly know their customer still is a skill that I firmly believe you either have, or you don’t.
Knowing your customer is paramount to success with your customer. Developing relationships is what sales is all about. Listening to, and learning about your customer creates those opportunities to excel with your customer, and whether you are cutting hair like my stylist Norm, or like Matt top sales person month in and month out, being able to develop that rapport allows you the chance to truly succeed and connect with those you interact with.
So this week the challenge is simple, look for ways to connect with your customers and make yourself an expert at knowing your customer and their needs.
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