Over the years, so much has changed in the world of commerce–sales, customer service, advertising, value vs price, and much more. However, I have a fundamental question for you. whether you are a fortune 500 company or an independent self-employed salesperson: Are you looking for a sale or a customer?
Maybe this story of something that just happened to me will explain the question. I recently purchased a couple of sofas for my living room. Once I got them in the room, it was clear that the two of them were simply too large for the area. Plus, one sofa had some cosmetic issues that weren’t a big deal, but I paid PREMIUM dollars for this thing, after all, so shouldn’t it be perfect in every way. I called the store to tell them I needed to return one item and might get another replacement but wasn’t sure yet. So immediately, the associate began listing off all the charges that would be involved. Restocking fee (10% of the price––what? So if I bought a cheap-o same sized sofa for 1/10th the price…the restocking fee is less??) Pickup fee, New item delivery fee, loss of the extended warranty – HOLY COW! I stopped the associate before she could get to the “that just hurt our feelings” fees.
I asked her: “I know everything you just told me is probably some store policy, so I don’t blame you for the ridiculousness of it, but I gotta ask…are you looking for a sale – or a customer?” If I have to pay all those fees, charges, fines etc…I will pay them…reluctantly…but guess what? You will never get another dime from me. Ever.
I’m pretty sure that the mega company’s idea of losing MY business may not immediately take a big “bite” out of anything, but there are other things to consider here, from the perspective of a business that wants to, well… stay in business.
1. I do have other rooms that need furniture
2. People are usually very vocal about experiences when they either get ripped off (or felt like it anyway), or find a great business they want to share with their friends. And more than likely, I’d use that business for even more purchases in the future.
Make sure that when you are doing business, you are not just thinking about the great commission you stand to make or the sales contest you will probably win. Be ‘old school’ and think about the actual customer and the relationship you are forging that will last MUCH longer than the rewards of a quick one-off sale. The road goes both ways; customers are looking for businesses that treat them fairly and have great customer service because NEWS FLASH… things aint the way they used to be! So when a business (or salesperson) does something extra-ordinary, they remember them – not just the potential money they saved, but about how they were treated. They want to feel like a valued asset…not a sucker that some shill tricked into doing business.
So how can you be extra-ordinary? Do the stuff no one else does.
- Take time to really understand the customer’s needs and limitations. Make suggestions of better decisions…not just the more expensive.
- Encourage them to make whatever decision is best for them….even if it means suggesting to use your competitor! Remember Kris Kringle in movie The Miracle on 34th Street?
- Write a HAND written MAILED note to thank them for their business. Not an email, text or typed letter…take 2 minutes and sit down to write a letter.
- Thank the person for their business. Don’t treat them like you are doing them a favor by selling them something.
- Offer the gift of time. There is no rush. Big decisions should be considered at depth, not like a whimsical quick sale.
Somewhere along the way, ‘success at all costs’ became the unspoken mantra of businesses. That quick order, drive thru ‘I want it now” attitude has formed a new way of doing business. But it doesn’t have to be that way. You still have the option of being flexible, fair and honest. If you work for a company that does not embrace those traits; then maybe there’s a big decision YOU need to consider…
“Better is a poor man who walks in his integrity than a rich man who is crooked in his ways.”
Proverbs 28:6
“One who is faithful in a very little is also faithful in much,
and one who is dishonest in a very little is also dishonest in much.”
Luke 16:10
“For what will it profit a man if he gains the whole world and forfeits his soul?”
Matthew 16:26
Ultimately, we receive great value not only monetarily but emotionally and spiritually focusing on our customer’s real needs.
“The customer is king”.