Articles by Fran Goldstein CPC CSP

We all buy from someone we like or feel a connection to, it’s human nature. That’s why sales is a relationship business no matter what it is you sell or produce. The beauty of sales over time is the residual or repeat business. Relationships breed relationships and referrals breed referrals. Multiply those over a 10 year career or a 20 year career and you’ve cultivated quite a client base!

Everyone knows setting the bar high and exceeding those expectations keep clients loyal and singing your praise. The work in sales however, comes from being able to set the bar high and leap over it each and every transaction or sale you make. As simple as it sounds, think about your lost customers… Go back and analyze what happened to that bar you set. Do you find a connection between the two?

An example that comes to mind is my car. My father always bought Buicks from the same salesperson at the same car dealer his whole life. So did my mom. That kind of loyalty is one of my core ideals. I have bought my cars from the same guy for years. His customer service bar was so high and he always exceeded my expectations in some way. One time he came out to pick up my car when it needed service, another time he arranged a complimentary loaner for a weekend trip we were taking!

Three months ago I bought a new car. Called the same guy up… he was eager to see us and made time that afternoon. We test drove a couple cars & he closed the deal that day. I boasted to my husband “See! See why I always buy from him! Isn’t he the best! Aren’t I so smart!!??”

Mud on my face big time.There were some minor issues with the car that we weren’t aware of or told. I had to chase him down this time for service. Something felt different, as if he was taking my business for granted. Each call there was less energy and customer service to his tone. At one point I felt like he had written my sale off (mentally) and was done with the follow up issues. I couldn’t really put my finger on it.

Then one afternoon I got a call from him. I was assuming it was a follow up call to the one outstanding issue. Instead, he asked me if I got the follow up survey from the dealer. I hadn’t. He said he would send it again and to please complete it because the survey is tied to his commission! Not a word about if my service issue had been taken care of.This was my last car purchase from him. And I won’t send any more referrals his way. Will he ever know? Does he even care? I don’t have a clue.

Think about your lost sales… Did you lower the bar with out realizing it? Did you maybe, just maybe take that client for granted? It’s never too late- that’s the other beauty of sales. But it is up to you to recoup and set the bar back where it was when you made your first sale with that client. It’s never too late. Define your bar, measure the ROI and watch your sales explode!

I taught interviewing skills today at Northeastern University as I have for several years now, but today was different.  My class was full of Dean’s list students and leaders of their fraternities and sororities.  The level of high achievement was astounding as was their level of sophistication for getting internships to begin their careers. 

What struck me was how receptive they were to learning how to sell themselves in the interview process. The concept of embracing their individual uniqueness and communicating that with confidence resulted in some very cool presentations.

The idea of being conscious of word fills like “like…um..& so… struck a chord.  Selling themselves through examples of past successes (behavioral questions) took the edge off of the unknown.  Understanding their value to the client prospect - doing their due diligence to learn about the prospect prior to the interview made an impact as well.

And the controversy over MySpace and FaceBook was raised.  Is it fair for employers to make hiring decisions based upon those?  I could see by their eyes, and understand by their silence, how sensitive this issue is today.

Selling…whether direct or indirect- interviewing or hiring- presenting or buying- selling is simple.  It’s all about presentation skills, listening and asking the right questions.  I was asked if I could do it all over again what I would do different?

My answer is simple…nothing.  Sales is my passion as it is yours.  If I had had the opportunity to have sales & interview training at the college level who knows?  But I celebrate you!  Because you care enough to learn and relearn the fun of selling.  Sell yourself today!  Take a minute and record your unique pitch!  It costs you nothing and think of the ROI…  Word fills?  Not you! 

Today, sales professionals agree they are experiencing healthy markets with highly charged competition. It is critical for sales professionals to stay ahead of the curve and implement innovative techniques to enhance market and to share and create a platform for long term client relationships. One proven technique for this is the strategic Choreographed Client Visit. Although most sales professionals visit the site of their clients, few are properly trained at leveraging those visits to drive client relationships for increased ROI. Successful sales professionals embrace the art of choreographing client visits.

The results of a face-to-face meeting far surpass communication through any technology. Understanding your clients’ behavior live through their eye contact, body language, tone of voice and presentation style is the greatest opportunity to bond and measure how well your sales approach is resonating with them. Your behavior and presentation skills are keys to establishing trust and credibility.

It is easy to fall into the mindset that while business is booming, there just isn’t time for face to face contact. Proposals and quotes delivered over email or rapidly on the phone has become habit, leaving sales people often feeling more like “order takers” than true consultants.

During the choreographed client visit, the sales person establishes the agenda and empowers the client to participate. The agenda is based on a specific objective necessary to take the client relationship to a deeper level, which will allow the sales person to provide optimal service and exceed client’s expectations.

You need to be able to educate clients to the mutual value and ROI of the meeting. Build your vocabulary to include consultative phraseology. Speak like a consultant: phrases such as “I recommend…” or “My experience is…” say that you are the expert. Clients will be motivated to make the time to meet with you when they understand that there will be gain on their end.

Due diligence is vital. Research your client well, including their C Level team. The agenda is a simple point by point outline of the areas to be addressed in the meeting. It also includes the lead person on each area and the estimated time allocated to each. By choreographing the client visit, your client is fully prepared and on board.

Send the agenda to your client and ask for feedback. Bring hard copies for your client and extras for C Level managers who may join the meeting. Know your own web site and have copies of that. When you choreograph client visits, the relationship becomes a building process as each meeting builds on the other.

Ask lots of open-ended questions during the client visit. Listen carefully to their responses and validate that you understand. Be prepared for objections. Develop a list of open ended questions to ask so that you may learn your client’s “hot buttons” and motivators.

Record or videotape client visits. Aside from documenting meeting details that might otherwise be missed, the videotape makes a great thank you gift. It will set the precedent for future meetings.

Close the client visit strongly. Reinforce your client’s decision to meet with you. Summarize key action items for follow up and pre-close for the next client visit. Send a thank you note recapping the same. By developing a method to choreographing client visits you will have more fun working with your clients while building your business, visit by visit!