The watering hole where I have partaken a few beers almost every Friday for more years than I care to admit is in the transaction or order taking business; they are certainly not in the sales and service industry. An order taker requires little finesse, ability to communicate or pretence at having a care factor. They are location dependent and if that location has enough walk by traffic business takes care of itself.
Most of us who consider ourselves professional or entrepreneurial hum to a different beat. We are in the communication business or as some would label the sales industry.
Back to my watering hole experience. As a frequent and virtually invisible patron there is no motivation to interact in any manner other than transactional. There is no banter or address by first name, no attempt to guess at what the ‘usual’ order might be in fact the more likely scenario is an admonishment if placing an order a few centimeters away from the designated order space.
We can chase more sales or transactions or we can focus on creating more advocates. An advocate requires nurturing, over delivering, an authentic care factor. The pay off of course is karmic. Advocates share their positive experiences. Advocates become long lasting clients, advocates make us feel good about our industry.
If our mindset were to change from focusing on the nuances of our body language, speech patterns, dress etiquette, closing questions, up sell and cross sell opportunities, referral solicitation techniques to filtering our communication around one core intention, the intention to produce a raving advocate of our service, we might not win every prospect but the ones we earn will be worth it
An advocate emerges when we question more and pontificate less about how great our business may be. When we establish or create a need before we charge in with a discount. When we deliver service beyond expectation.
Advertising and marketing are what delivers us a prospect, what happens next defines us in the marketplace
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