Black Sales Journal

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.

Think about the best sales professional that you know!  This person does those vital things differently, and does some of them in different amounts.  Overall, they have determined what is important, and they execute them things better. Read this and touch the links to see a great picture of the true sales professional.

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In previous posts of Black Sales Journal, such as Black Sales Journal 12/16/2010, The Seven Success Essentials of the Black Sales Professional, we examined being the Consummate Professional.  Many of you are very professional already, and this will be a refresher.  This is a great step to being the best and most effective sales professional possible!

Let me first advise, being the consummate professional will never be easy, as it involves preparation, study, forethought, and an exhaustive effort to be “the best” at what you do.  The more difficult aspect of being the best is sustainability and consistency.  You will know that you are ‘the consummate professional’ when you sustain it as part of your personal culture.  The Black sales professional who sustains this culture will be successful!

Being the Consummate Professional is Important

The consummate professional is someone who is effective, efficient, relationship driven, and visionary.  Promises are made, commitments are kept, and there is empathy for the problems of the customers.  Solutions are adequate and on time, because the professional has ‘actively listened’ as opposed to having ‘heard’ the problems, and has prioritized the delivery of the response properly.

Here is my version of the Consummate Professional Checklist:

The Consummate Professional is:

• Punctual
• Empathetic
• Attentive
• Knowledgeable
• Organized
• Responsive
• Visionary

This checklist forms the foundation for the most solid professional performance for the sales professional, and it also benefits the customer, and the organization.

Let’s Look at Each One

Punctual – Most of you know this, but the punctual professional is seldom if ever late.  Recognize that there is a psychological advantage to being the one that is on time.  It never hurts to have your prospect or customer start out with a brief apology for their tardiness, as it indicates you mean business.  Be punctual to a fault.  Treat your prospects and customers with respect; value their time.

Empathetic – Be genuine in your empathy.  Know enough about your customer’s business to be empathetic.  Recognize why they need your product, why they are hesitant to buy, and how to rephrase and restructure your product explanations to make a consultative sale.  The customer’s business model, market, or timing could get in the way of your sales process, the more you know the better opportunity you have to show the attributes of your product.

Attentive – This means being an ‘active listener’.  When you couple this with empathy, you get someone who is aware and understands the situation.  This gives a powerful edge.  The sales professional that understands proposes the right solutions at the right time.  Practice listening actively with all of your customers and potential clients.

Knowledgeable – This area speaks volumes.  There are many areas of knowledge that you should excel in:

• Product
• Territory
• Industry
• Process
• Competition

You might think this too much to master, yet it is a continuous process of learning and retaining.  You might refer to Black Sales Journal 12/20/2010, Your Customer Needs an Expert where we discussed being an expert in Product, Industry, and Territory.  Also note that knowing the competition is an extremely effective strategy.  The competitive landscape changes constantly.  The customer may not give you 100% credibility, yet your views will be listened to.

Organized – Being organized is essential.  Plan your appointments, your workday, and your workweek to the max.  Nothing ever goes totally as planned, yet in reality being organized allows one to prioritize well and be more effective.  Prospects and customers know when you are unorganized by the condition of your briefcase, and sometimes by your delivery.

Responsive – This is a big one!  There are many components that define responsiveness.  Many of the issues have to do with communications, timeliness, and solving problems. You need to return phone calls within less than 24 Hours.  This is a must.  Nothing ‘frosts’ a potential customer like not being able to receive a response to a call or email.  Communicate early and often.  Deliver your bad news as soon as you are sure of the response.  Work to find solutions, and when you cannot produce the desired result, frankly and honestly let your customer know.

Responsiveness also involves responding to customer requests for new products, new services, as well as improvements and betterments in the current offerings.   Listening and working to solve issues exhibits responsiveness.

Visionary – The more knowledge you have of all types, and the more understanding you have regarding your customer and your own company, the better chance you have to find creative real-time solutions.  Being able to see down the road is important.  Anticipate your customer’s needs well in advance as your customer’s organization, and your organization changes over time.  As an example, anticipate the move to retail outlets by your manufacturing customer and be prepared to respond.  Forecast your customer’s need to manufacture in less labor costly areas, and give distribution and supply suggestions that will make them profitable, and you a star.

Be up to date on current events here and abroad, and by all means know what is happening with their competition.  This might sound like a lot, yet in this age of electronic media, it can be done.

In Summary

As a Black sales professional, there are few tactics that will have as much impact as being “the Consummate Professional”.  You might want to check out the following items for a little more “in depth” discussion.  These are links to past Black Sales Journal posts that cover them in detail:

• 7 Success Essentials for the Black Sales Professional (12/16/2010)
• Your Customer Needs an Expert – Make It You! (12/20/2010)
• Preference, Perceptions, and Prejudice and Your Customer (12/27/2010)

Always remember, your customer wants to work with a professional.  It can be you!

We would love your comments.