Selling vs. Serving

Throughout my sales career, I have studied the differences between salesmanship and customer service. And I've come to believe customer servants will win out over salesmen every time. Let me explain:

Salesmen know all the angles. They can often manipulate you into doing what they want you to do, even when you don't want to. They're armed with an amazing array of techniques: the third party close, the bait and switch, the choice close, and many more. Sure, these guys rack up numbers, but they also alienate their customers. Because of this, they don't enjoy repeat customers or referrals very often.

On the other hand, customer servants make friends. They create relationships. They build clientele through referrals. And they can sleep well at night knowing they didn't coerce someone into buying things they didn't need and couldn't afford. Not only do customer servants make more money than salesmen in the long run, they have more fun doing it.

In virtually every sales organization for which I've worked, I have been among the top, if not the top, salesmen. And I did it all with service. As a clothing salesman, I learned early the skills necessary to help customers make wise clothing decisions, gaining repeat business and numerous referrals. As a musical instrument salesmen, I kept detailed files of customers' purchases and future needs, thereby gaining the confidence and loyalty of many studios and bands across the country.

When I helped a friend start a painting business more than a decade ago, he had to learn many facets of running a business. He was an outstanding painter, personally requested by the Smithsonian Institute and the National Trust for Historic Preservation, but he knew very little about running a business. Yet the most important thing he learned was proper customer relations. He learned his lessons well, and today, they gross just over a million dollars a year. All on referrals; they haven't had to advertise or seek business in any way for more than 8 years.

It doesn't matter what business you're in, it's all about service to someone. And the better you serve others, the greater will be your success.

Resource Review

Internet Utility - Google Toolbar

Google is an excellent search engine. And now, you can put a Google Toolbar right in your browser. This not only allows you to enter a search without first clicking through to Google's search page, you can also access any Google Service main page, such as Google Groups for Usenet, and Google Answers for fee-based research by experts. To download this time-saver, go to http://toolbar.google.com if you have 5.x or later browsers from Microsoft or Netscape. For those with 4.x browsers, Google Buttons are still available for you at http://www.google.com/options/buttons.html .

Quick Tip - Stop Using Non-Words

Uhm, uh, well… Stop it! You're all grown up now, and shouldn't talk like a teenager, at least during working hours. This is especially true on the phone - one of the worst, uhm, times for most - because all you have is your voice and your words. If you need time to think before responding, take it. Give a quick initial response - "That's an interesting point…" - to give yourself time to put together a complete sentence. Practice responses if need be. Do you whatever you uhm, have to, to uh, stop using non-words.

You've Got Questions

Q: I've just opened my service business, and I'm looking for clients. Can you give me some ideas?

A: Have you tried the company you recently left? If you made a graceful exit, and your service is related to your role with your previous employer, you may be able to get consulting work from them. Perhaps you could also get a glowing, written recommendation or thank you letter. The letter goes in your portfolio, and gets quoted in your marketing material.

That brings us to another point: marketing. A self-employed service provider should plan on an absolute minimum of 50 hours per week for several months - 60 per week is better. And every hour you aren't doing actual work for hire, you should be marketing. Sales calls, both phone and in-person, are normally conducted during business hours, perhaps just before or after. Because of this, it helps immensely to do your "work" in the evenings and on weekends as much as possible so you spend regular business hours drumming up more business.

Another good idea is strategic partnering. However, that needs more space than I have, so I'll make that the feature next issue.

Thought for the Day:

The idea of time is a convention of thought
and language, a social agreement.
Here is a deeper truth:
We have only this moment.
Dan Millman, The Laws of Spirit

End of Solutions V2003 #3 A Publication of:
Lane Baldwin Business Solutions
Our business is improving yours.™

Copyright 2003, Lane Baldwin Business Solutions. Reprinting or republication of Solutions is prohibited without prior approval.

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