I’m a really big fan of Jeffrey Gitomer a writer who shares his bits of wisdom in caffeinated jolts via his ezine. Sometimes he sends out a bit of advice that not only hits me in the heart, but makes me stop and nod in agreement, because it is so profoundly stated in so few words.
Today’s JOLT of Wisdom came in the middle of a sales information message:
The best way to make a sale is to be known as a valued resource before you start.
I’ve raised four amazing sales reps, who have experience succeeding in a various list of locations. They all four have done retail at different times in their lives, from a variety of different vantage points. Every one successful! (Yes, I’m bragging.)
As a home school mom, I think it’s safe to say that I had a great deal to do with their success in this venue. Work ethic, dedication to service, quality of product and sincerity have been staple topics in our home for their entire lives. I believe the best way to lead is by doing, and they’ve followed that process of thinking.
Last week, my oldest son (an aging replica of 18) shared bits of wisdom with a fellow employee and was overheard by a supervisor of his store. His sister is a manager with the same industry in a different store and just happens to be overseeing that store during an interim manager exchange. The supervisor walked her in the next day and told her, “I over heard Sean coaching the new sales rep and realized I’ve heard someone else who ‘trains that way’. While I was trying to figure out who, I realized… ‘You coach him a lot don’t you!’ because YOU are the person who trains that way.”
Last night, Sean joined me in my office while I worked on editing a book. He was sitting behind me in an overstuffed reading chair, listening to one of our favorite salesmen, Zig Ziglar. He’s probably more familiar with Zig Ziglar’s red head than he is with most of the girls in the neighborhood, because he’s been listening to him talk about her for 18 years.
When the neighbors need a cell phone, or their cell phone malfunctions on a weekend, they don’t rush to the local cell phone shop. They call and ask if Sean is here. Or is Brenna here. They know, if one of them is available, they’ll get a good answer and specific information as to where to go for the right solution to their cell phone issue.
What is your REAL value? Are you a REAL resource in your industry? What is it you do that provides VALUE to others?
I’ve found through years of marketing and sales, that when people come to you for advice, they eventually come back and buy your services if they don’t buy them at the first meeting. They get it. You provide value. You provide information they need and what you do is worthy of their attention.
Some mistakenly assume that profit comes from the actual sale. While that is where the dollars come from ultimately, the vast abundance of your profit comes from your reputation and the value you provide to others. If you’re pushing the sale, just for the dollars, your clients won’t come back and they won’t promote you. Show your customers that you provide value. They’ll come back often, for more value. They’ll promote you, for more value. And they’ll be of great benefit and profit to you, because you’ve been of value to them.
If you’re looking for ways to make a profit, your first option is to be a valuable resource to your market. Make a difference for the people who seek you out and you’ll make the profit you desire. Don’t know how? Or you need some help fine tuning your value message to the client? Call me for a consultation and let’s get your value quotient up, so your business is profitable and VALUABLE.
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