Guest blogger Jeb Blount provides tips on creating a positive impression on your customers by controlling the behaviors you allow them to observe.
In sales, the people who buy from you are watching your every move and making judgments which influence whether or not they will buy from and continue buying from you. Although you may not have ultimate control over what they think, you can take steps to insure that their impression of you is positive.
My brother in law owns a large rental equipment business in Georgia. Prior to becoming an entrepreneur he was a Sales Professional in the computer industry. Because he was in sales he is quick to give the benefit of the doubt to the salespeople who call on him. Recently, over dinner, he told me a story about an insurance agent who made a cold call on him.
This year he bought a new building for his business. Prior to buying this building he had rented. For Brad this was a big move and owning his building is a matter of extreme pride. He even invested in landscaping to make the front of his building look great. He told me how he had personally supervised the landscapers.
A few days after he put in the new landscaping he was standing at the counter looking out at the parking lot through the front windows when he noticed a well dressed lady step out of a late model car holding a briefcase. He said that he instantly knew that it was a salesperson and readied himself for a pitch. But what happened next changed everything. He said the salesperson was holding a cigarette and before walking in his door tossed the unfinished butt into his new landscaping.
Brad told me that when he saw that happen his walls went up. In his words, “after that her chance of selling me anything was zero.” I asked him if he told her what she had done. He said no, “because I really didn’t want to get into a confrontation. I just politely told her that was not interested. The bad thing is that I was actually looking for insurance quotes – but not from her.”
The salesperson walked out of the door clueless. In fact she had probably done this on dozens of occasions with no consequences because no one really cared. However, because she did in on this occasion, with this particular business owner, she missed out on what could have been a big sale.
Now after hearing this story, you are probably thinking, “what a stupid thing to do – I would never do that.” I thought the same thing. In fact, I thought he was making it up until last week when I was sitting in the lobby of one of my clients and observed a salesperson park in the handicap parking spot (because it was close) and then walk through the hedges rather than on the side walk. He walked in the front door, gave the receptionist his card, and sat down next to me. I just shook my head. I bet he repeats this rude, inconsiderate behavior every day and he was clueless that somebody important might be watching.
Again, you may be thinking to yourself, I would never do this and you may be right. But the question you should be asking yourself is what habits you have that could potentially create a negative perception of you with your customers and prospects. It could be your style of dress, a dirty or bent business card, disorganized samples, typos and grammar mistakes in written communication, your table manners at business dinners, a cluttered car, bad breath, talking too much, or behavior that you allow your prospects and customers observe. Think hard, and be honest with yourself. Then begin the process of changing these behaviors.
In sales and business you are always on stage. Everyone from the guys in the guard shacks, to the receptionists, to the decision makers are watching you and based on their perceptions, deciding if they like you or not. Never, ever forget that when it comes to business, employment, and relationships people don’t buy your products, services, resume, experience, or past achievements - People Buy You.
If you want to close more business, advance your career and ultimately earn a higher income it is imperative that you work tirelessly to influence these perceptions; because although, being likeable won’t necessarily guarantee that People Buy You, being unlikeable will almost certainly guarantee that they won’t.
Jeb Blount is the CEO of SalesGravy.com, the world’s largest sales career website. A respected thought leader on sales and sales leadership, he is author of three books, People Buy You: The Real Secret to what Matters Most in Business, Sales Guy’s 7 Rules for Outselling the Recession, and Power Principles. He is the author of more than 100 articles on sales and sales leadership and the host of the top rated Sales Guy Podcast. When you buy Jeb’s new book, People Buy You, today, you’ll also receive thousands of dollars worth of bonus gifts from sales growth leaders – learn more at www.PeopleBuyYou.com.
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