Working with sales professionals I have realized that sometimes you are dealing with a really confused lot of people. With so many messages and buzzwords being thrown at them, sometimes, they really don’t know what is the expectation of the customer. The quote really sums up my sentiment – It’s all about serving the customer.

Today, sales is all about how you can leverage your strengths to add value to your customer’s world. It’s not making a quick buck, winning a single deal, or winging an amazing proposition but, about constantly and consistently looking for avenues to serve the customer. In a risk averse, volatile economy, while innovation is an interesting discussion Stability is a basic requirement. Stability of serving, of being the go to person for your customers no matter which field you operate in.

The people factor in selling to the customer is more important than it ever was because everyone looks for comfort and ease of working. So are you easy to work with? Are your proposals easy to understand? Are you easy to communicate with? The basics of serving the customer are about making it easy for them to buy from you !

Yes, Relationships are important in sales, yet the currency of these relationships is evolving. Are you building meaningful business relationships? If you are manipulative the customer can see it, if you play on the weakness of your competitor, the customer starts to empathise with your competitor.

These are all outdated manoeuvres, the point is  Are you providing a ROR ? Return on Relationship is the value that is accrued by a person or brand due to nurturing a relationship (a concept propagated by Ted Rubin). 

Come to think of it, the only Brand worth a sales person is able to build is the customer bank the he / she can develop and there is no other way to build it without investing in serving the customer. So go on, stay curious and alert to find ways to serve your customers, consistently.

“Don’t try to tell the customer what he wants. If you want to be smart, be smart in the shower. Then get out, go to work and serve the customer!” ~ Gene Buckley

Sales is about serving the customer

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