This is the essence of sales and providing outstanding customer service.  It’s also the basis for building a great company and attracting all-star talent.

Think about when you were provided a service or sold something.  Didn’t it feel good when the service was provided in a quick, timely, efficient, and friendly manner?  It felt so good that you will go back and buy more (even if you don’t need anything) because you want to be around that feeling.

The following illustrates what I’m talking about:

Jenny had two wrist watches that needed to be fixed.  Walking into the jewelry store she remember thinking and assuming that something will get accomplished but probably only half way, and this would most likely be a process where she would have to keep calling or coming back.

To her amazement she was greeted with a smile and open arms, and the owner immediately confirmed that both watches would be ready within a week and that she would call her personally when ready.  Jen noticed in those few minutes that the owner was able to identify immediately what needed to be done.  The owner even went as far to call the manufacturer directly to confirm that she could get from them what was needed.

Jenny remembered how she felt as she left.  She felt like skipping!  She was astonished that this kind of service still existed.  It completely changed her attitude and her day.  She was now smiling, and she felt fulfilled and also felt important!  All this happened in a matter of minutes.

This experience completely changed Jenny’s attitude and demeanor for the day.

-    She felt valued!
-    She was recognized from a previous visit.
-    She sensed immediate hope.
-    She was understood.
-    She certainly felt important.
-    She felt powerful because the process unexpectedly met her expectations in minimal time.

The above mentioned are  people’s universal needs.  This is what professional selling and customer service is.  You are meeting people’s universal needs.  It’s so simple, but often overlooked.   Try it for a day – to everyone you come across – try making them feel important and see what happens!

I’ve noticed on sales training courses that people new to selling always want to practice techniques for cold-calling. for opening the conversation, for closing the transaction and so on. Their more experienced colleagues want to practice relationship-building and communication skills. The latter have learned that selling is not about sales techniques, as I wrote earlier this week – it’s about treating people as people!