Your Customers Want to Hear These Words

I'm sitting in the Northwest Airlines World Perks Club. My flight to England leaves in an hour. I'm not sure how the Captain will greet us.

I like, "Ladies and Gentlemen, we've completed our pre-flight checklist in the cockpit. We're now number two for departure. Sit back, relax and enjoy the flight.” It's reassuring to know that everyone is following procedure.

Nobody knows what goes on behind closed doors unless, the person behind the closed doors tells them. In this case, it’s the pilot.

Of course, it can work in sales, too.

So, what did you do behind the scenes that your prospect or customer didn't see you do? Did you spend three hours working on the presentation? Did you do some pre-meeting research to determine what questions to ask? (And not ask.) Did you hold a brainstorming session with your team to customize a solution?

Let your customers know about the work you're doing for them while they're not looking.

Let them know you're thinking about them, even if they're not thinking about you.

The Captain has a pre-flight checklist and a script for greeting the passengers.

Try using a "scripted" opening that starts with the magic phrase, "In preparing for this meeting I . . . "

Then, list two or three things you did to prepare. Your customers will appreciate your effort. They will also appreciate you more than they do your competitors.

Why? It’s because the number one buyer dislike is lack of preparation. Market your preparation, before you try to sell your product. You'll have a much more receptive customer.