Black Sales Journal

Don’t be confused.  The most effective move to get business preference and stronger relationships is to be the customers expert regarding a subject, discipline, product, or territory!  Experts generate ideas, create confidence, and build interdependence.  Read this, and make a decision on what will make you indispensable to your customer.  If you are not the customers expert…someone else is!

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In our continuing quest to gaining a business edge I want to discuss the advantages of being an expert. In this case we are talking about being either a product expert, or an industry expert, or both. This tactic can not be taken lightly. These can be a game changer!

These tactics for increasing customer and employer confidence are extremely effective. They can be used separately, or together, and either way are powerful. If used together they can reduce the effects caused by both preference andperception.  They don’t change or negate the prejudice that lies deep down in individual, nothing does. But combined, these two items create a “preference” of their own. The preference is real when you have something that others don’t have.

I’m going to touch on both of these for you.

The Power of the Product Expert

Your customers need a product expert. I’m not talking about just having product knowledge; I am speaking of you being a true product expert. The following scenarios note a true product expert.

What a product expert does:

• Is continuously sought out by customers and your own coworkers for advice, opinions, and interpretations
• Knows more than product features and benefits, he or she knows every nuance of the product’s attributes and functionality
• Is knowledgeable about competitor’s products and the competitive landscape
• Is prepared to admit competitor’s strengths and his/her product’s weaknesses when they are well defined
• Researches, researches, researches, then shares the knowledge with deserving parties, even if there is a little self-promotion in the process
• Gets designations, certifications, and degrees if necessary to show the expertise

Product experts are as important to the organization that they work for as they are to the customer.

The Power of the Industry Expert

Attaining status as an industry expert is an equally powerful position.  It involves not being just familiar with the industry (banking, insurance, automotive parts, hospital products, healthcare, telecommunication, etc.), it involves having a recognized ‘database’ of information, ideas, and suggestions built around your prospect, industry, and product.  How do you get there?  You get there by study, research, maintaining logs and notes, participating and hard work.

What an industry expert does:

• Studies the competitive landsccape and knows each competitor’s strengths and weaknesses
• Knows how your product helps the industry, including the niches which fare best with your product
• Knows the economics and financials of the industry
• Is up to date on the legislative environment and any developments
• Is sought out by others for their industry knowledge

A Word of Advice

The most important thing to realize is that most buyers in need of expertise don’t care what color you are if you can help him/her gain a competitive advantage when no one else can. He or she may or may not develop loyalty to you, but will do business with you.  Your job will be to cultivate that loyalty during the course of your relationship to win the buyer over.

You potentially can reduce the effects of two of the racial preference, gender preference, and even discrimination with these two essentials.  Being an expert does not alter racial preference, but can get you a sale. Experts get a line on new relationships with buyers and create a sound footing that can result in deep enduring relationships.

I am looking  forward to hearing your thoughts on this issue.

In the last post we started the discussion, Deepening Your Customer Relationships (See that at the bottom of this page) regarding how to gain customer intimacy.  We talked about the importance of a Customer Profile and the type of information that you could house there.  I had a sales professional write me in the response section and state “…you discussed the Customer Profile, and began to explain it, yet you probably should have given an actual copy.”  I think that person was right!

I am going to give you a copy of a simple template for the customer profile as well as delve into some ways that you can get the information to fill in the profile.

The Customer Profile

As we discussed last week, this is not the Customer Profile that I expect to be in your employer’s database.  Remember my previous statement about whom you are selling your products and services to.  You are selling to an individual, not a company.  The act of forming the relationship over time is made easier by recording your information on this profile and using it wisely in cultivating and strengthening the relationship. You will see this over time.

Here is the Profile template. It is simple and to the point.  I am attaching it as a PDF.  It will will serve as a guide and can be altered  or be used “as is”:  CUSTOMER PROFILE PDF.  Tailor it to your own usage and format.  Make it yours.

Getting the Information

I am going to make some suggestions for harvesting the information as well.  Remember these important points:

• Private Information – No customer wants to have a database out there for a vendor’s use which house information about his/her family, his educational background and preferences.  This is your information!
• The Best Source - The best source of information would be the customer.  We will briefly discuss ways to get that it.
• Other Sources – The more information that you can get from sources other than your customer, the less intrusive it will seem.

Breaking the Ice

Your quest for information begins with the act of “breaking the ice.”  You are the quarterback and you will set the tone for the meeting.

I always started off a meeting with a new buyer by creating a relaxed environment.  The normal pleasantries of weather, traffic, and the state of business were beginning topics.

I would then execute the sales call.  Once business was completed on the call, I would start a conversation with information about me, and then seek information about the customer.

Who am I?

Information about me – I would allow the quick verbal resume to get slightly personal including where I reside, and how long in the area.  I also included how many children I had, and in most cases where they were going to school.   The verbal resume would include my length of time with the company and my years of time in sales.  My objective was to let the buyer know that:

• I am a sales professional
• I am a person who enjoys what I do.
• I have staying power
• Behind me is a family who is important to me

Yes the quick introduction was purposeful, and intentionally personal. Buyers want to know something about you….something that they will remember, something that they can share.  You will be amazed as how it makes a connection.

Who are You?

Now it is the buyer’s turn.  I am willing to bet if it is a good day, he/she will deliver many of the points in the same fashion as you.  You should take specific note of them as you are now looking through a window that might only be open for a short period of time.

Once they had laid that out for me, I felt comfort in asking if the buyer was a native of the area. Which leads to which school he went to, and does he support the Giants or the Jets, or the Bears or the Packers.  With a laugh here or there, we have covered much ground that I can use later to strengthen the relationship.

My most completed profiles would include favorite restaurants, probably because we had a business meal there, and what the customer enjoyed in terms of alcohol.

The Customer Profile in Action

On a cold December 20th several years ago a customer gave me a gift.  It arrived by UPS, and I was flattered.  I did not think we had reached that level yet but it was a fine gesture that I needed to respond to.  The customer profile showed enough information regarding where he liked to dine as well as his hobbies.  In return I got a modest gift certificate from his favorite restaurant and a fishing hat for his upcoming late spring fly-fishing trip.  This information was from my notes.  That fine former customer still keeps in touch.

As your relationship continues, a business entertainment lunch at a local restaurant will give you an opportunity to further your profile in a more neutral setting.

Don’t Force It

As stated in my most recent post, you need to serve up some of your personality so things can get more personal.  If someone wants to keep it strictly business, you will need hope that over time you can get the buyer intimacy that you seek.  Don’t force it.  Be natural and be prepared to “get closer” in the future once the buyer is reluctant at this time.  As the relationship matures he could be more accepting.

A deep enduring relationship happens when there is an exchange.  Be personal and personable.

Above all know your customers intimately, at least the important ones.  I hope this will provide the start.

Tell me what you think.