Focus on Exemplary Service, and You'll Never Have to Worry About Sales Results

Sales is a sport based on probability of success at each step. Putting a quality product on the field at every step of the selling process enhances your chances of earning the business. Differentiating yourself from those who do the job poorly or even status quo is paramount, lest your results will be poor or status quo. There is no more important element to sales than service.

Service is in your approach when you prospect, it's during the pre-sales process when you are conducting needs analysis, truly listening to the needs of a potential client, being responsive, delivering what's needed and expected and promised, communicating and providing a real solution to match gaps in a customer's process to help their decision to change. It's also post-sales: do you sell a product and run? Or do you stay with the customer, checking in and ensuring satisfaction and looking for other ways to add value?

For, that's ultimately what leads to sales: value.

Value comes in a variety of ways; there are tangible items that you and your companies can provide in the way of results, there is the perception of value based on track record or probability, and there is the value you bring to the equation. You are the X-Factor.

Customers have told me before they knew my price was higher and that the process was a little clunky, but they bought from me because I responded, got them answers, communicated frequently and genuinely cared about delivering for them.

1. Differentiate yourself from the pack (the others who have come before you and either tried unsuccessfully to sell to your potential client or did sell to them). Whether you are looking to displace an existing solution or expose a customer's gap in process that your product or service can serve as the solution for, you must ensure that you give yourself the best chance at being heard. That first impression and how you put your best foot forward will directly correlate to whether you wedge your foot in the door and are able to make it inside or the door is closed in your face. Focus on the attempt to ascertain how you may best be of value to the potential client; what's your angle? Do you have key information about the industry vertical? Do you have experience with others in similar predicaments? Do you have insight about the client that is unique to your position or business? Whatever it is, you must know your angle and you need to position yourself in a way that you exist to add value to the equation. If the customer senses that you can do this, the chance of progressing to the next step is more likely. It's like a board game, and you must roll the dice each time (actions with different probabilities that either determine you go forward or the game is over). You are positioning your service as a solution to their business.
2. Ask insightful questions and truly listen. Customers know when you are scripted. They understand (or tolerate) that we are salespeople, but in order to prevent being treated like many salespeople are when they are shown the door or ignored, we must make the most of our opportunity with a decision-maker or stakeholder: show your mettle with interesting, engaging questions (that will not result in simply a "yes" or "no"). Be able to ask follow-up questions showing you are engaged in the dialogue. Evolve your line of questioning based on experience - trends you are seeing in the industry or at their level or position, what priorities of decision-makers typically are, etc. - and utilize this time like a detective attempting to uncover clues. Your clues will help you understand what is missing in the customer's current process. Once you know this, you formulate a solution. Truly listen to your customers - using their own words to lead in to your next question or to bridge into possible recommendations. Do not make them repeat themselves. Take diligent notes. Take action on things that will benefit them while you are still in the meeting! They love it when not only do you say you will find resources for them or get them answers, but what if you are able to utilize technology to find those answers while you are sitting there? The value you are bringing through this service sets you apart.
3. Be responsive and be diligent. Pre-sales, there is nothing more important than how and how often you follow up (don't use words like "I'm checking in" or "I'm following up" but, rather, "I want to ensure I am operating on your timeline" and "Based on our conversation, we agreed the next step was this and to meet your timeline I want to ensure we are on track" or even "You indicated this was a priority - is that still the case?" when a potential client goes dark. If customers ask you questions, even if you don't know the answer, respond and show you are getting the answers and working on it. Certainly, some customers will use you as a free information bank, but you certainly cannot pinpoint which right out of the gates. Respond quickly when there is any type of need, because you are showing the customer what type of service and value you'll bring. This is your audition.
4. Add many layers of value to your solution. Your proposal is not just that the customer acts and transacts. The customer needs to understand that you are part of this journey and not just one sale, potentially presenting other complementary services and solutions, incentives or perks, and most of all yourself. Certainly, customers buy for a variety of reasons. They trust companies and choose companies for a variety of reasons. Chief among them are customer service. What will transpire if something goes wrong - what's the contingency plan? The customer needs to understand how and that they will be taken care of. What will your role be after the sale is completed? Customers have to make a decision to change - give them as many compelling service-related valuable reasons with which to do so and it will only enhance your chances.
5. Maintain the relationship post-sales. Agree to a cadence with the client - perhaps you check in monthly or quarterly? Perhaps you are part of status meetings at their place of business? Maybe you just send them an e-mail to gauge satisfaction levels and ascertain if there are any steps you can take to add additional value? Even if you would typically sell a client and move on, only to have them work with your support teams, a client you maintain a consistent relationship with built on communication and trust will be a strong referral, a valued partner, a potential lead source, a potential prospect when you have future products or services emerge, and the possibilities go on and on. It's as simple as can be to make a call or send a note to make sure they are satisfied and - if not - to assist them in finding service. That's an investment that could pay dividends in a multitude of ways.

If your top priority is service and adding value at every step of the pre-sales and post-sales process, the results will take care of themselves. Your book of business and your funnel will expand in incredible ways solely because of your attention to the potential client. You will quickly determine if a potential business relationship can flourish or is not viable simply by being respectful, thorough, transparent but being candid with tact.

Focus on service and adding value - to clients, to business partners, to other members of your team and leadership - at each interaction, deliver on promises, communicate, be prompt and take control of the controllables, and you'll never have to worry about a sales result again.

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Carson V. Heady has written a book entitled "Birth of a Salesman" and sequels "The Salesman Against the World" and "A Salesman Forever" which take the unique approach of serving as sales/leadership books inside of novels showing proven sales principles designed to birth you into the top producer you were born to be. If you would like to strengthen your sales and leadership skills, go to https://www.amazon.com/dp/B073HN3SXQ

Heady posts for "Consult Carson" serving as the "Dear Abby" of sales and sales leadership. You may post any question that puzzles you regarding sales and sales leadership careers: interviewing, the sales process, advancing and achieving.

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