They Are Impressed When You Know This About Them

Being truly interested in the people you call, both from a business and personal viewwill pay big dividends for you.

Every once and a while, a sales rep,

on a follow-up call with me will say,

"So how's the barbeque cooking team

doing?"

"Keeping that golf game sharp?"

"Your kids doing well? You have a

a daughter still in college, right?"

Like most other humans, it makes me

feel good when someone takes interest

in me and my interests. (If they are sincere,

and the situation is appropriate, of course.)

It shouldn't be that uncommon when

someone does it well. After all, with all

of today's technology, CRM, etc., you

would think that most sales reps would

be all over this powerful aspect of human

relations and sales.

But most are not.

If you are, you have an edge.

People buy from people.

People they know, like, and trust.

Building relationships that build

businesses in the process.

And for you, that means being truly

interested in the people you call, both

from a business and personal view

will pay big dividends for you.

Business information, naturally, is what you

should be gathering on all of your calls.

How the business is run, what their specific

needs, wants, and objectives are.

But you should get personal information too.

This takes you to the next relationship level.

Especially if you do any type of account

management, calling customers on a

regular basis.

This includes such data as hobbies, special

interests, family, accomplishments, leisure

time activities, organization memberships,

and special dates such as birthdays. You

can glean this info from several sources.

-From the prospect/customer. Of course

this is your best source. You can be reactive,

listening carefully to any clues they bring

up during the call, and then acting on them.

Like if they mention they're going to be gone

for a week, ask, "Oh, business or pleasure?

Where are you going? What do you like to

do when you're there?"

Or, be proactive, and ask about them

personally, "I'll be spending the weekend at

kids' basketball games. You have any

kids Mike?"

-From secretaries/assistants. They can be

bountiful sources of information for you. Ask

them about the boss. What does he/she like

to do with their spare time? Ask them to

describe the boss' office. What is on the

walls, shelves, and desk? Any photos,

trophies, plaques? When is his/her birthday?

-His/Her Competitors. Don't laugh. If you

sell to your customers' competition, listen

carefully to what they have to say.

-Publications. If you specialize in an

industry, be sure you get the trade pubs

for that niche. You'll learn more about the

industry, the competition, your customer's

business, and maybe even your customer.

-Search engines. Be sure to Google your

contacts periodically to see whatever might

come up. I found out one of my customers

was a marathon runner and it really impressed

him that I knew.

To make recording this information easy,

have special fields set up in your CRM.

At the end of each call, update your fields

with the new info you gather. Set up

reminders to alert you to birthdays each

month.

Using Your Information

There is a wide gap between people

who are perceived as "Product/Service

SALESpeople," and "Buyer's Helpers."

You bridge that gap when you use

custom information. Here are ideas.

-On your calls. As you build your

relationships, try to mix personal information

in your conversations. Get the prospect/

customer talking about their interests,

and you'll also find them talking about

orders. Every phone call doesn't have to

be a business call either. Why not a

Happy Birthday call?

-Through the mails. Send birthday

cards, anniversary cards, notes of

congratulations or thanks, or anything

to mark special occasions. News

clippings about personal or business

interests are always a fine gesture.

The important point here is that every

time your customer receives one of

these items from you, you are amplifying

your image in the customer's mind.

When you use personal, custom

information, you peel away the layers of

business formality and possibly resistance

that exist before most, and during many

sales transactions.

By appealing to personal needs and

interests on a one-to-one basis, you

burn a long-lasting impression into the

customer's mind that translates into

loyalty, appreciation, respect, and mutual

benefit in terms of the business relationship.

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