Every customer has needs and expectations, and fundamentally, those needs and expectations are the same. The industry doesn’t matter; the product being sold doesn’t matter. What matters is that your customers feel entitled to a certain level of value—and they should. After all, they are paying you for a product or service, and the price you charge must be justifiable.
Sales is not about what you want. Yes, as a company, you want steady, profitable business without problems or complaints. You want growth, loyalty, simplicity, efficiency, and above all, a “Trust-Based Relationship.” Ideally, that should always be the case.
Interestingly, that is exactly what your customers want as well. With that in mind, wouldn’t it make sense to ask yourself, What do I want as a customer? And then, wouldn’t it make sense to apply those same principles to your selling activities? If it’s truly that simple, why are so many companies failing to give customers what they want? Why do so many organizations refuse to service customers in the way customers prefer, yet still wonder why their business is leaving? Do they really believe that cutting costs tied to customer service initiatives will somehow make them more profitable?
I spent many years in sales trying to understand what truly drives a long-term, mutually beneficial relationship. I learned that if you want to excel in sales today, you must convince the customer that you and your organization are unique. This means doing or offering something your competitor does not—or showing your customer that the way you conduct business stands apart. By doing so, you demonstrate that you are not there just to make a sale, but to help them by making the right sale.
By providing a level of service that not only meets but exceeds customer expectations, you create differentiation that motivates customers to pay more for your product or service if needed. Imagine increasing margins simply by giving customers what they want and expect. It may sound simple, but delivering this superior level of service requires a clear understanding of both what your customer wants and what they expect from you as their provider or supplier.
So, what do customers really want?
- Simplicity and Efficiency – Don’t complicate the buying process. If your process is cumbersome or buried in unnecessary administration, customers will procrastinate. Make the buying experience as seamless as possible.
- To Feel Appreciated – A simple, common-sense gesture like saying “thank you” is too often overlooked. Make sure your customer knows they are appreciated every time you interact with them.
- Quick Problem Resolution – Issues happen, and customers know that. As the salesperson, you should be aware of problems long before your customer is. Don’t hide them, bury them, or avoid them. Proactively communicate the issue and how it will be resolved. Customers do not like surprises.
- Uniqueness – “Me too” suppliers are everywhere. To win and retain business, you must differentiate yourself. What makes you and your company different—your service, product quality, industry knowledge, or expertise? Show your customers why you stand apart.
- Information – One of the greatest differentiators is product knowledge. Both you and your customer can demonstrate authority when you share what you know. By educating your customer, you equip them to educate their customers. As you win, they win—that’s what a mutually beneficial partnership looks like.
- Integrity – If you say you will do something, do it. If you commit to a timeline, honor it. If you agree on a price, uphold it. Operate with full transparency. There should be no surprises in the relationship. Integrity must be non-negotiable.
- Service That Justifies the Price – If you plan to charge more than your competitor, you must offer more than your competitor. Customers want everything listed above, and if you deliver it consistently, they will pay more—and they won’t be tempted to leave.
Common sense, perhaps, but subscribe to these service philosophies, and I GUARANTEE by practicing them, you will GET and KEEP customers.
