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1. Amazing your customers requires careful timing
Amazing your customers requires careful timing. You want the positive effect for your customer to be as lasting as possible. So the question is: what is the best time to stage your little surprise? For example, while talking to one of your customers, you hear that he is to deliver an important speech before an audience of clients. This is the sort of thing likely to make anyone slightly nervous and anxious to make a good impression. You have come up with the idea of surprising your customer with a...

2. Courage goodwill and consistency when dealing with customers
Where’s your courage? If there is one thing we lack today, it is courage. And when I say courage, I am not talking about performing a tightrope act without a safety net or skydiving. I mean the courage we all need in everyday business life, the courage to be different and to stand out from the rest of the field. Just being different won’t automatically make you better than your competitors, but it is often enough to give your company the reputation of being innovative. Be differe...

3. Building Customer Relationships as a Critical Part of Selling
I surveyed sales professionals at a national sales meeting about their experience in developing and maintaining relationships with customers. Here is a compiled and edited summary of their responses. What are the benefits of having a productive business relationship with the customer? They think of you right away when they need help or solutions. They more easily share long-term business issues, research and development initiatives, and access to future business plans. They will give...

4. How to Deliver High Value Services for Your Customers
Consistency is firmness of constitution or character. Customers value consistency, even at the expense of higher value. They want to be sure about what they are receiving; they don’t like negative surprises. When you deliver consistent value, you increase the perceived value of your product or service. The following three leadership strategies will help you consistently deliver on the promise of value. Make decisions consistent with your goals and values. People tend t...

5. How to Help the Customer Make a Decision ~ 5 Dos and 5 Don`ts of Selling
If you have a product or service that provides worthwhile benefits, you have an obligation to present it to customers and help them decide whether it is the right solution for them. If you don’t bring the product or service to the attention of a customer who could use it, he or she will have to tolerate problems they could solve. Have you ever been approached by a salesperson with a product you liked, and then not been asked to buy? One survey found that only one in five customers would offer to buy when they wer...

6. Attainment Measurement
For both customers and you, this filter is the single most important piece of information you need to have. It is how you and customers know how they measure the attainment of their goals. You have discussed with customers many details concerning the previous eight filters. You combine and summarize the decision makers' prerequisites of dates and funds with their SOEs and measurable benefits. This summary forms the attainment measurement (often referred to in sales vernacular by using the more general term critical success fac...

7. Why Do The Customers Buy ~ The Seven Keys for Customer Relationships
Typically, customers buy from two perspectives: Value/quality/solutions: These customers tend to make rational decisions and are concerned about budget, durability, and return on investment for their organizations. Reliability/convenience/image: These customers tend to make emotional decisions and are concerned about low buying risk, trust, and prestige for themselves. The relative importance of each of these factors depends on the i...

8. The Verbal Structure and Tactics of Explaining to Customers
The structure of explaining highlights the difference between the benefits of goals and the benefits of features. Start your explanations with customers' goals and they will value them more as they listen to how you connect features to them. Avoid leading with the features of products and making customers wait as you work your way back to their goals. It takes a little practice becoming comfortable starting explanations with customers' goals—not product's features. It is like visiting a country where they drive on the wro...

9. Account Management
In account management, you protect and grow your base of positive customers. You count on their untapped opportunities to grow your sales production at a faster rate than their market segments (or, at least, your sales quotas) grow. You concentrate on ensuring that their goals, filters, and systems of evaluations still favor your company. You want to be at the joint planning level (where you progress from vendor to supplier to partner) and help customers set and achieve their long-term goals. Your sphere of influen...