A good friend invited me to his home for a pizza and a jam session. Although both of us knew that we were long time guitar players and guitar fans, we had never taken the time to jam together and enjoy what we had in common. Upon arrival to my friend’s home, he introduced me to Woodstock and McCartney, his two beautiful cats. No surprise as to what names musicians can come up with for their pets. My friend informed that they are very affectionate cats and are a big part of his family.
I know from experience that cats have their own way of introduction. They usually first check out if you are a friend or a foe to their master and to them. Once you are classified as a friend, some cats may say hello with a soft “meow” and/or rub themselves against you as a sign of “you are OK”. Other cats prefer to keep their distance and just go about their day ignoring you as a visitor. After all, you were visiting their master and not them.
I allowed Woodstock and McCartney to “check me out” and throughout the evening took the time to talk to them, offer a small caress here and there, and just show that I enjoyed their company. Was I well rewarded? You better believe it. I am not too sure if it was Woodstock or McCartney that laid back and asked for a belly rub. He stuck to me, sat on my music sheets, and was playful when we played Beatles songs. He even took the time not only to say goodbye when I was leaving but also accompany me to my car in cold weather making sure I had placed my guitar safely in my trunk. He then took his time to get back to my friend’s house, as to say, “come back again… you are a good friend now”.
That experience with Woodstock and McCartney is a cute story, but it reminded me of the secrets of good salesmanship and the importance of gaining the trust of a prospect and/or client. Showing genuine interest, being real and authentic, and demonstrating that you truly have the client’s interest at heart results in a rewarding relationship. Once trust has been established, you have a “green light” to proceed by asking deep questions, identifying pain points, recommending solutions, etc. You also have gained a bigger responsibility, which is to make sure that your product/service is going to be a real benefit and get the job done.
Too often, sales training focuses on closing the sale, rushing to qualify the client/prospect, and then hammering them with the benefits. As Peter Drucker once said, “The key is NOT to just make a sale, the key is to gain a customer.” I add to that statement, the key is to make a customer for life. Ideally, you want a relationship that gets better with the years. Do not rush the relationship! But once it’s established, you’ll have a client and friend for life.
You may say “that is good Hugh, but this is not applicable to all businesses.” I beg to disagree. For some businesses, a personal or direct relationship cannot be established with a specific person, yes, but it can be established with brand loyalty. Take brands like McDonalds, Coca Cola, Tide, and Pampers, for example. These brands do not know their customers by name but have established that brand trust that translates into lifetime customers. Excellent salesmanship and brand loyalty are not the product of marketing bla-bla, they are the outcome of “customers for life” relationships.
I will update you in due time, on my relationship with Woodstock and McCartney. One thing for sure, on my next visit jam session with my friend, I’ll bring my Beatles song book.
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