1 Simple Way to Transform Your Sales Approach to Create Big Results
AIM Training and Consulting International
Companies hire us to create breakthroughs in sales and revenue growth through sales effectiveness training/consulting.
March 14, 2025?4 min read
Have you ever been in a conversation with someone else who was not present? How did it make you feel? Would you do business with that person today if you had the choice? Last year, I was put to the test on all these questions. I went to a speakers conference and after seeing an amazing speaker onstage, I was introduced to the presenter by another speaker colleague after their amazing talk. We exchanged pleasantries, and it was friendly at first. Then, I noticed the speaker looking around me, over me, and then starting to wave to someone else that they wanted to talk to. I felt 'overlooked' and 'unimportant' in the moment. It reminded me of that saying 'people will forget what you say, but they will never forget how you make them feel.' In a second, I lost respect for this speaker, and as successful as they are, I still remember 'how they made me feel' in that moment. It was also a critical lesson for me of what not to do when interacting with others, no matter what their level of success, that I will never forget.
In the world of sales and business, the customer and sales experience is everything. In the book 'The Challenger Sale' (Adamson, Dixon), research demonstrates that the customer experience is #1 reason people buy from us. Marketing, pricing, and delivery were secondary. Creating a world-class customer experience is paramount. It’s not just about the product or service, but the emotional journey you take your customers on. Here’s a guide to creating that exceptional experience your clients will remember and cherish.
Imagine every interaction you have, whether directly or indirectly, as an opportunity to make someone feel important. This principle not only humanizes the sales process but also builds loyalty and trust. When engaging with clients, visualize a sign on their forehead saying, “Make me feel important.” This simple mental note ensures you give each person the attention they deserve, making them feel valued and heard. Also, be easy to do business with.
One of the pivotal behaviors in creating a top-tier customer experience is remembering your roots. Never forget where you started. This humility helps you connect authentically with individuals at all levels, ensuring that you treat everyone equally regardless of their status or your current success. I have a personal passion to help others getting started in sales, speaking, and new journeys. Why? Because I have been new before, and it is a way of giving back to those who supported me when I was new.
Avoid common pitfalls that undermine customer experience, such as distractions from technology. Nothing erodes the customer relationship faster than being more invested in your smartphone than the person in front of you. When you are with a client, give them your full attention—eye contact, active listening, and responsiveness are your tools.
Another critical error is failing to personalize the customer experience. Every client wants to feel understood and unique. Craft interactions based on their preferences, purchase history, and feedback. This not only elevates their experience but also shows them you care beyond the transaction. Tailor your message, conversation, and interaction for the industry, role, and individual you are connecting with.
Mistakes happen, but how you handle them defines your brand. Respond quickly and sincerely to any missteps, turning potential dissatisfaction into loyalty by resolving issues thoughtfully. Do not blame others, including co-workers or teammates. It sets the tone that we are victims vs. being accountable.
Do not burn bridges. Whether it is a tough boss, a company you resign from, or a difficult customer, we all travel in small circles. You never get a second chance to make a first impression. Saying something you will later regret always backfires. Take the high road instead. Take rejection with resilience. I have had tough customers go to new accounts I called on when I was in sales, and they later became my best customers.
By adopting these strategies, you can transform customer interactions into memorable experiences that enhance satisfaction and loyalty. Customers who feel important not only return but also advocate for your brand. Remember, in the world of sales, the journey is just as important as the destination.