Etiquette Out-performs Sales Techniques…It’s a well-known fact
that people buy from people they like.The human bond and sharing of
personal stories is what ultimately leads to a close connection with clients.
I have always found getting to know someone first will more likely lead
to business versus simply jumping the conversation straight to business.
But there is another matter of equal importance that many miss,
and sadly they often miss the business or sale too. American civil rights
leader Martin Luther King used a phrase that best describes to what I
refer, “Content of character.”
Integrity, excellence in follow-up, responses to questions, and
perseverance are all qualities that describe the top performing business owners
and salespeople. Why? Because perfecting these habits let prospects
know that you care and that you strive to deliver excellent customer service.
These are key indicators for how you will perform after the sale is made.
It is a known fact that many sales professionals run after securing the
sale. This characteristic adds to the list of factors as to why salespeople
are not well-liked by some.
Life has changed a great deal for the sale
profession … Electronic barriers, such as voice mail and Caller ID,
give customers the chance to hide and ignore calls. Overall, some would say
people are more rude than ever. I would only say that there is a definite loss
of respect in a great deal of relationships, both business and personal.
So, to help you to be the best sales person you can be, I offer up
a few guidelines s of Sales Etiquette, in no particular order of importance:
While you or your manager is spending time teaching salesmanship,
one topic frequently overlooked is business etiquette, an array of skills that
can set you and your product or services apart from your competition.
I refer to business etiquette as your “secret sales weapon”
because it is not included in most sales training and because it can be the one
element that distinguishes you from your competition. A number of ways to use
your secret weapon are:
1. Begin before you leave home.
Start your day by dressing for the activities on your calendar. If
they range from business casual to business professional, you need a change of
clothing along the way. It is always easier to take off rather than add on. For
both men and women, wearing a jacket takes business dress up a notch. Removing
it allows you to blend in to a relaxed environment. Dress in a professional
manner that meets your customers’ expectations.
2. Prepare for the inevitable first impression.
Each day is filled with first impressions that will last forever
in the memory of those you meet. There is never a day that you can let down
your guard regarding your attire, your grooming or your attitude. You have no
idea whom you will meet, where and when. Don’t spoil an opportunity.
3. Practice listening skills.
Successful sales people are adept at conversation. They love to
talk. Many forget that being a good conversationalist means being a good
listener as well. Paying attention to what your customers have to say allows
you to understand their needs and gives you the advantage for closing the sale
and continuing the relationship. It's hard not to be distracted these
days. We have a plethora of devices to keep us occupied; emails and phone calls
come through at all hours; and we all think we have to multitask to feel
efficient and productive.
But that's not true: When you're in a meeting or listening to
someone speak, turn off the phone. Don't check your email. Pay attention and be
present.Today everyone is attached to a BlackBerry, constantly checking
the influx of alerts. But the Gentleman or Royal Lady stands out by being
both polite and professional …they outshine others…so etiquette is both
courteous and efficient
4. Learn how your customers prefer to communicate.
The best way to do this is to ask, “How do you want me to contact
you?” Some like e-mail; others opt for the phone; and a surprising number of
people favor good old-fashioned face-to-face interaction. What works for you
may turn off your customer?
5. Never leave an angry voice mail—
Keep your frustration in check when on the phone. The rule is that
you will not hear back from someone. The exception is that you do. Regardless
of whether you are pursuing a client or a prospect, be prepared for the long
haul and remember that you can always get angry later. For now, remain calm,
citizens.
6. Never put anything in writing that you wouldn’t want the
client to see—
This one is even more important than the first rule. Let’s say you
write “nit-picky client” on a note to the prepress department. What if that
note gets attached to the file and even the proof? Your customer will be
justifiably irate if he/she sees it. Even when you are adding comments to your
CRM system, show some class.
7. Observe the 'Elevator Rule'
When meeting with clients or potential business partners off-site,
don't discuss your impressions of the meeting with your colleagues until the
elevator has reached the bottom floor and you're walking out of the building.
That's true even if you're the only ones in the elevator.Call it superstitious
or call it polite—but either way, don't risk damaging your reputation by
rehashing the conversation as soon as you walk away.
8. Don't Judge
We all have our vices—and we all have room for improvement. One of
the most important parts of modern-day etiquette is not to criticize others.
You may disagree with how another person handles a specific
situation, but rise above and recognize that everyone is trying their best.
It's not your duty to judge others based on what you feel is right. You are
only responsible for yourself.
We live in a world where both people and businesses are concerned
about brand awareness. Individuals want to stand out and be liked and accepted
by their peers--both socially and professionally.
9. Respect the client’s time—If your appointment is at 10
a.m., be on time. If you are going to be late, call. If the job is scheduled to
ship on Wednesday, see that it does. If your appointment is more than a week
away, call to confirm. On a first sales call, confirm the amount of time the
client has to spend with you. In your follow up, thank him/her for taking the
time out of their busy day. Failure to follow this rule can (and quite frankly,
does) tell the customer, “I don’t care.” Everything you do as a sales rep
reflects upon your company. You can quickly kill a relationship simply by
missing a deadline or waltzing in a few minutes late. Yeah, it’s that important.
10. Communicate with your boss—
You have another internal relationship to manage. If you are
hitting your quota each month, go ahead and skip this rule. If not, you need to
make certain that your boss knows everything you are doing. How many
appointments do you have this week? How much business are you quoting? Any Big
Fish on the hook? Assume that your boss is sitting at his/her desk right now
asking one question about you: “Is my rep doing the job?” Answer that question.
Weekly at minimum.
12. Be supportive of your fellow sales rep—
Sales is a lonely job. Life is easy when you have a book of
business and orders are rolling in, but that doesn’t mean you couldn’t use a
compliment. Conversely, when times are tough the phone isn’t ringing, be a good
friend and offer some encouragement. What goes around, comes around.
13. Be a guide and friend to a new joinee—
Do you remember when you broke into sales? Can you recall the
self-doubt and sleepless nights? The fear...the anxiety...the angst? The
overwhelming majority of sales people fail. Make it a habit to swing by the new
joinee’s desk and offer some support and a few suggestions. “Let me know if you
need anything” is not enough. Be a pillar of emotional support. Trust me on
this one: There is nothing more personally rewarding than getting a phone call
or e-mail from someone whom you’ve mentored in the past and who is now
successful.
14. Thank a client for the appointment or order—
the art of the thank you note should never die. If you have
a job interview, or if you're visiting clients or meeting new business
partners—especially if you want the job, or the contract or deal—take the time
to write a note. “I appreciate the confidence you’ve placed in me.”
“I will take good care of your business.” “Thank you for affording me the
opportunity to be of service.” There. That wasn’t so tough, was it? Every order
and every client is precious. Never assume they know it. Tell them… You'll
differentiate yourself by doing so and it will reflect well on your company too.
15. Know the Names of your Colleagues
It's just as important to know your peers or employees as it is to
develop relationships with clients, vendors or management. Reach out to people
in your company, regardless of their roles, and acknowledge what they do.
We spend too much of our time these days looking up – impressing
senior management. But it's worth stepping back and acknowledging and getting
to know all of the integral people who work hard to make your business run.
16. Follow up. ..the sale begins after the sale
After your arranged meeting or chance encounter, reconnect with
your customer. Your responsiveness will not only help seal the deal, but insure
a continuing relationship. A short phone call or brief e-mail is an immediate
affirmation of your agreement. Check to see if your customer is happy with your
product or service. If there is the slightest hint of dissatisfaction, handle
it immediately without excuse. Letting customers know that their satisfaction
is your highest priority will have them coming back again and again. Not only
that, a contented customer will spread the word almost as fast as the unhappy
customer.
IN CONCLUSION
While you or your manager is spending time teaching salesmanship,
one topic frequently overlooked is business etiquette, an array of skills that
can set you and your product or services apart from your competition.I refer to
business etiquette as your “secret sales weapon” because it is not included in
most sales training and because it can be the one element that distinguishes
you from your competition. A number of ways to use your secret weapon are:
Acquiring a new customer costs more than five times as much as keeping an
existing customer. Research validates the data, but good old common sense tells
you this is true.
WITH BEST
COMPLIMENTS
DR
WILFRED MONTEIRO
www.synergymanager.net
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