Sales Blog with Sales Tips

I received this email from Anne H. in St. Paul, Minnesota last week. What she experienced is a forceful reminder to all of us.

A Customer Shows Anne Her Value In A Crystal Clear Way

Dear Scott,

I am writing to you today to tell you about a most unbelievable experience I had with one of my customers. I say “unbelievable,” but based on what you’ve been preaching, I guess I shouldn’t be so surprised.

The person I normally communicate with at the customer called me and asked that I make an appointment with him. He didn’t seem willing to tell me why we needed to meet. I was actually a little concerned.

At the meeting he quickly told me that the services that I provide to their company are so valuable to his success, and the company’s success, that he didn’t want to lose me as a trusted partner.

He then said something that I couldn’t believe. He said, “We want you to take a look at the prices you are giving us and ensure that the effort you and your company expend is in line with what you’re charging us. If you’re not making a reasonable profit, it will compromise our alliance. We trust you to be reasonable and fair.”

He was subtly telling me to raise my prices to firm up the relationship!

It showed me that what you’ve been telling us is right on target. Customers will pay for the value we bring to the table and the strength of the partnership.

Sorry to go on for so long but I had to share this with you. Our entire sales team subscribes to your blog and we frequently discuss/debate your topics.

Keep Selling,

Anne

Thanks, Anne
Thanks, Anne, for emailing your experience and allowing me to share it with the readers.

Your experience has beautifully proven what we all know to be true.

• The value we bring to the customer is always more important than price.
• The partnership we have with our customers is everything.
• Do a good job and your customer will quite literally give you a raise.

©2010 Scott R. Sheaffer

“Happy” doesn’t cut it anymore with customers. They want more than to merely be “happy” with you and your company. This is especially true when it comes to strategic accounts.

The old cliché, “If it ain’t broke don’t fix it” could not possibly be further from the truth when it comes to sales.

If you don’t see any areas for improvement with your customers, you aren’t looking hard enough for their points of pain. Providing solutions to your key customers will help you on your way to making them ecstatic.

9 Sales Tips For Knowing Whether Customers Are Happy Or Ecstatic

1. Ecstatic customers will remain loyal to you, even after you’ve royally screwed something up.

2. Ecstatic customers always think of you first when they have a new need.

3. Ecstatic customers will give you great referrals without your asking, both within their company and externally.

4. Ecstatic customers have your cell number and home phone number. They also have you on their speed dial.

5. Ecstatic customers will give you a heads up on your competitors’ sales activities.

6. Ecstatic customers always keep you informed of upcoming projects that affect you.

7. Ecstatic customers are upfront about their real budget for your products and services.

8. Ecstatic customers never beat you up on price.

9. Ecstatic customers never make unreasonable demands; they’re never high maintenance.

Sales Tips Wrap Up
Think of it as a goal. Focus on your most strategic “A” customers that aren’t already ecstatic and get them there.

©2010 Scott R. Sheaffer

I don’t mean to ruin the fantasy world you’ve been living in. But do you honestly think your company really makes the best widget or provides the best service on the planet? They don’t.

If this is all you’ve got to offer customers, you’re running on empty.

“Oh, but my situation is different. I work for Mercedes!” Really? Have you seen the initial owner satisfaction ratings and reliability records for Mercedes lately? Even giants fall.

Everyone wants and needs to believe their company is the best. But it isn’t. Now that we’ve gotten that taken care of, let’s move on to why this isn’t a problem.

What Your Customers Really Want
There’s no doubt that customers want excellent quality and service. However, today they value something more highly that falls outside of the products and services your company sells.

Ease.

Customers want to do business with a company that is easy to do business with. They want a sales professional who is a highly communicative liaison between themselves and your company. They want you to even anticipate their needs.

This is part of your “personal value” and it outweighs anything your company can or cannot do for the customer.

Why This Is Relevant Right Now
There are two primary reasons why it’s important to make it painless for your customers to do business with your company in 2010.

The first has to do with the amount of cognitive overload your customers have to deal with today. Decision makers average a total of 200 emails and voice mails a day. Technology is a wonderful thing, but in this regard, it makes their job more difficult. Their brains are overwhelmed.

The second reason has to do with the economy. Decision makers are being asked to do more with less. It is very likely that within the last 18 months they have had their staff size reduced significantly. They have to do the same work with fewer resources.

Sales Tips Wrap Up
There is a payoff to you, as there should be, for making it easy for your customers to do business with your company.

It enables you to charge higher prices and makes your customers stickier. The time and effort you save your customers is something they are willing to pay for. And if you make it a snap to do business with your company, your customers are unlikely to look for another supplier.

You want your customers to think of doing business with you as eeeeeeeeeeeasy.

©2010 Scott R. Sheaffer