I read that several political hacks predicted that the economy would bottom out by late 2009. Please tell me this: How do you know?
What is “bottom?” and how long until we are at “top?” Answer: They have no idea. Empty rhetoric from people who have never had a real job, much less have run a business.
I have an idea that I believe makes sense, and I’m asking you to try it a few times, and send me feedback as to your results. It has nothing to do with the “stimulus package.” It has everything to do with your “relationship package” and your “customer-loyalty package.”
Spend a day at your customer’s place of business, helping them in any way you can.
One of the reasons you are hurting is because they are hurting.
This idea will work for anyone. You included. If you sell a product or a service, if you sell business to business or business to consumer, if they call on you or you call on them, this idea will work. And it will create amazing and instant results.
Create a name for your offering. Economy Booster Service. Customer Goodwill Mission. Thank You Service to Loyal Customers. Call your best customers and ask if you can work there for a day. Free. No strings attached. Gratis. Por nada. The concept is to help them, not sell them.
The objective is genuine service. One way to define it is a “random act of kindness.” My way would be to define it as a “random act of value.”
There are huge benefits that will accrue from this gesture. And not all of them are in favor of the customer. Yes, they will benefit from your help, your skill, your input, your labor and your outside perspective. They will also get an emotional lift and a morale boost, just by you being there. But you will be the main recipient of value.
Here’s what is in it for you:
• You will get product training that comes from the people that actually use it. Imagine actual on-the-job, at-the-customer training. After a day, you will be craving more. Certainly more valuable than a day in your classroom.
• You will learn how they use and profit from your product or service. Not just the good stuff, but also the challenges. You will discover a wealth of opportunities, and more wisdom than you will know what to do with. Real facts. Relevant facts that you can use to make sales forever.
• You will learn why they bought from you. Customers’ motives to buy are often subtle (even hidden), but they are the most valuable aspect of the selling process. You will also learn how much (or how little) your price figured into the equation. (HINT: way less than you currently believe.)
• You will build a relationship with them that goes all the way to friendship. Your customer will be so flattered, so floored, and so thankful, they will be at a loss for words. Just respond with a simple: “My pleasure.”
• You will eliminate competition. Do they have a chance of even getting in the door after your service?
• You will also have the great feeling that service creates in your soul.
You can sit around and complain how lousy business is or worse, make a few cold calls and annoy people who are busy with their struggle.
If your sales are slow, and you have some time to invest, why not invest it in a sure thing? Your present customers. It might just get you some business, it might just get people talking about you, and it might just get you referred.
It will certainly build your reputation.
Send me an e-mail update with your results to give@gitomer.com. •
Jeffrey Gitomer is the author of “The Sales Bible” and “The Little Red Book of Selling.” President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings and conducts Internet training programs on selling and customer loyalty at www.trainone.com. He can be reached at (704) 333-1112 or e-mail to salesman@gitomer.com
