You Are What You Sell

In my continuing quest to get in shape, or as my nephew says, "Get buff," I've taken up weight training...again. I was concerned about getting mangled because it's been awhile since I last used the equipment. So I signed up for a one-hour orientation with the "fitness trainer." I nearly popped a deltoid when she lumbered (not walked) in. She was at least fifty pounds overweight and looked like she had just rolled out of bed. I swear she was moving in slow motion. My trainer certainly wasn't the picture of fitness and my confidence in her credibility plummeted. Although she seemed to know what she was doing, it was hard for me to get motivated about training if she represented the final results.

Ironically, later that day I overheard a conversation between two people who were discussing the fact that they were looking for a new cardiologist. They didn't trust their doctor's advice because he was a chain-smoker who weighed in at about three hundred pounds.
You are what you sell.

For example:
I know a general manager of a radio station who never buys from vendors who drive messy cars. The visitor parking lot is right outside his office window. When a sales rep is calling on him, this manager checks to see if the rep's car is clean. After the meeting, he will even walk the rep out to his car so he can check the interior. If it's dirty and full of fast-food wrappers, he will not do business with that individual. He believes that if a sales rep doesn't care enough to maintain a professional image, he will be sloppy in his service delivery.

People who sell financial products are selling "hope." Their customers are hoping for financial security. That means the financial rep needs to present a picture of success. He or she must be well-dressed in tailored clothing, drive nice cars and carry a classy-looking briefcase.
In my role as The Loyalty Leader, I teach people how to build loyalty by delivering outstanding customer service. When people do business with me, they expect me to practice what I preach--the five keys to customer loyalty:

1. FAMILY
Use your customer's name at least three times in every conversation. Keep it natural sounding. -Remember personal details such as birthdays, children’s names and accomplishments.

2. FRIENDLY
Smile every time you are on the telephone. Demonstrate sincere enthusiasm when helping your customers.

3. FLEXIBLE
Think of yourself as your customer’s partner. Look for ways to bend the rules and remove service obstacles.

4. FOLLOW-UP
A follow-up phone call or handwritten note is a powerful loyalty-building tool. Thank your customers or co-workers sincerely and often.

5. FAST
Time is a person’s most precious commodity. Respect your customer's time and schedule. Regardless of what product or service your selling, your voice quality and personal image are the first thing your prospective customers will judge you on. You must convey enthusiasm, professionalism and clearly support your products through your actions. If you don't--you will not win your customer's trust or respect.

Debra J. Schmidt provides resources, sales training, customer service training and leadership training to help you keep more customers, sell more products and maximize employee performance.

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Debra J. Schmidt, a.k.a. "The Loyalty Leader®", helps companies boost their profits by leading them to greater customer, employee and brand loyalty. Learn more at: TheLoyaltyLeader.com

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