What Customers Crave

For the past couple of weeks, I have been hoping that you have been able to understand how to generate more sales and influence with your customers.

Today, let’s talk about what customers actually crave from us as we sell to them.  What is the customer really asking us each time they interact with us whether face to face meetings, calling customer service, on social media, etc.  What is it that the customer is trying to communicate to us? 

Customers want to be known and heard.  That is right, our customers want to be known by us, called by name, and to know that without a shadow of a doubt that our teams will support their needs!  They also want us to know what they mean when they can’t articulate into words.  So how do we do this for them?

We need to be intentional to reach out to them to figure out what they need.  It’s that simple.  Get out of our comfort zones, stop trying to guess, and actually ask the customers what are their struggles.  What issues do they currently have so we can go to work to resolve those issues.  All of the great customer focused organizations like Amazon, Apple, Google, Zappos, etc are customer focused organizations. 

In the book Invent and Wander, all of the Amazon shareholder letters are shared from inception up to now as to what Amazon is focused on.  The root of all decisions is how can me make doing business with Amazon better for the customer.   Decisions revolve around that one main core value.

Customers were even asked what other products / services they would buy besides books when Amazon started in 1997.  That question led to expanding offerings from books to windshield wipers, to today where you literally are now able to purchase groceries in certain areas.  Asking the customers for their input is powerful and a large task at the same time.

I would also ask customers that we are currently doing business with to understand what issues they have with dealing with us.  When we see common themes we can know where to spend our time to focus on improvements that will actually move the needle.  When customers notice improvements, their confidence does increase.

We also need to make sure that when the customer is buying from us that we make it as easy as possible to deal with us.  That is key because they are already having resistance to parting from their hard-earned money.  They are investing in making their lives better.  We need to help them with that decision and make sure when the customer invests with us customers are taken care of.

Not do we need to make sure our products / services meets the customer’s needs, we also need to make sure the customer experience is exceptional.  Too many organizations make it so hard to do business with in an effort to make sure the organization is showing profits to its shareholders.  Now I’m not saying we need to make sure we are giving everything away.  What I am in fact saying is that we need to make sure our focus is on how to enrich our customer’s transactions, experience, and life with our product / service so that they don’t hesitate to purchase from us again.

Only then will we be able to look back with exceptional growth in our markets.

Check out my online training The Sales Process Uncovered for help with growing your sales.

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

Short Term Profits, or Raving Fans, Which Do You Prefer

Good morning everyone. 

Last week we spoke about customer loyalty.  Today let’s talk about how to generate “Raving Fans” which is what we all want.  Have you ever been to a concert standing next to thousands of other people singing the same lyrics as you as the band performs on stage?  Have you ever been to a sporting event where you and the people around you are cheering for your team and sharing memories of how WE beat the rivals?  How about a restaurant experience that you couldn’t help but tell others that they need to go to?  Wouldn’t it be awesome if we had that kind of following for our businesses? 

In today’s world it is easier to get a company launched and with social media it is even faster to come to market with new products.  Business owners are trying to find the quick ways to generate profits and return customers.

Here’s the secret sauce for doing this.  It takes time!  Sad, but true it takes time to generate loyal customers and raving fans.  As a business owner we need to define what we want.  Do we want short-term profits or long-term success?

When customers buy a product / service from most organizations that is the end of the transaction.  Unfortunately, the 90 days after a purchase are the most crucial for the customer.  They need our help to be successful with this new investment.  If we simply take the payment and say, “Good Luck!”  we’ll be looking at lower sales in the future.  Without repeat customers and customers reaching out to others on our behalfs, we will have to keep pushing hard with effort to grow sales.  We need to serve our customers well, or suffer the consequences of burn out and becoming a commodity. 

The 90 days after a purchase are crucial to make sure the customer is using the product or service to its full potential.  Think about some of the products / services we have bought only for them to be collecting dust because we did not know how to use them properly.  We fell that infomercial we watched late at night lied to us. 

Today with social media being easily accessed a small business owner can reach all customers with emails, videos, and webinars at the click of a button and with low cost.  Why not make sure the customer has all the tools to help them be successful with our products?  What about group events when we travel to a city to invite those customers out to network and offer support?

No magic, just simply focusing on the customer to make sure they are successful.  They are investing their hard, earned money with us so we need to treat them like they are making an investment in us.  Customers are taking a risk on our products / service so let’s help them be successful.  Constantly reaching out with successful tips and trick and not just selling the customer something else is how we serve them well!  

I have read a great book called “Fanology” by the David and Reiko Scott.  They have great insight on how organizations have generated awesome fan bases that sustain long-term success.  One part of the book that really stopped me and made me think was this quote:

“The relationships we build with our customers are more important than the products and services we sell to them.”

If we want to generate more “FANS” for our products / services we need to focus on how we can make them successful with our products / services that we offer.  If we are not focused on serving the customer and building relationships with them, then our products / services become a commodity.  The only differentiating factor in a commodity is price.  It’s also not sustainable for long term growth for your organization because each day there are similar products coming to market for a cheaper price.

Focus on making the customer successful and building a relationship with them.  Wouldn’t it be awesome serving and connecting with customers so well that they become fans and sell our products / services for us?  Who wouldn’t want that a sales force that we don’t have to pay because they are so passionate about our product / service?

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

Customer Loyalty, We Want It Right?

Good morning everyone,

Everywhere you look you see articles on how to build customer loyalty.  Just about every major retailer has a loyalty program.  Offers are given with point systems in hopes of retaining customers.  These are all great things, but there is one area that businesses are falling short.

What about the new customer that does not know our brand and has no idea how awesome we are?  What are we doing today to keep them for a lifetime?  These individuals want to believe that if they join our “club” we are going to take care of them, but they have been taken advantage of so many times they may be a little skeptical.

All of us can be Starbucks and Chick-Fil-A in the future with lines for the drive through wrapping around parking lots and disrupting street traffic flow.  What we need to do is think about ways to serve customers so well that they want to keep coming back.

Both Starbucks and Chick-Fil-A do one thing really, really well.  It’s customer service.  That’s right they are always going above and beyond the call to serve the customer. This is resulting in customer loyalty, a Fanocrocy, and great business success even during pandemics.  People will literally wait in 20 min lines for a cup of coffee, and chicken sandwiches. 

Chick-Fil-A also has one thing they do every time they serve us when we say thank you.  They respond immediately with “it’s my pleasure.”  They literally ingrain each employee to be customer service focused.  It does not matter which location we to go, we still get great consistent service.

When an organization focuses only on profits and not on serving the customers it never ends well.  Doing the right thing consistently over time creates loyalty.  Making sure we have set up a solid customer service focus no matter how long the customers have been doing with us is key to achieving customer loyalty.

Focusing only on maintaining the customers we currently have loyalty with will erode as they expire.  Yes, I have checked the data everyone expires!  If we only focus on those that have bought several products from us to generate loyalty at the risk of making things right for a new customer, we will LOSE!!!

Too many organizations focus on short term profits.  One main driver for this is publicly traded companies focusing on making their stock holders more money as their main goals.  All organizational goals serve this one main goal.  How do we make shareholders more money? 

Organizations should also not focus on helping only those that have pledged loyalty to their brand, but consistently doing the right thing to generate future loyal “Fans.”  When “Fans” pledge their loyalty to us, they tell others how awesome our organization are.  They share stories of how we have helped them and rave about our service.  We have sales people selling for us that are not on our payroll.  Wouldn’t you like that?

Do not take the customer’s payment and walk away from the transaction waiting to see if the customer will buy from us again before we give extra effort.   Give the extra effort up front and every time we engage people and we will be rewarded!

Check back in next week and I’ll help you with a few ideas on how to grow more loyal customers and some ideas of how to gain more fans that will sell your brand.

Have a great weekend!

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

Why You Need To Focus On Relationships With Customers

Good morning everyone,

I remember a story of a successful business owner that had sold his company and stayed on to support the transition.  The new organization had a Chief Financial Officer making the decisions.  This CFO also did not like sales people and had a belief that every sale could be done automatically.  No need for outside sales people.  Salespeople were just an expense to the organization.

If we are not meeting with customers regularly to learn about their needs, then how are we going to build influence?  Sales is influence and the more influence we have the more sales opportunities we have as a result.  A lack of influence will quickly turn us and our product into a commodity!  The only differentiating factor for a commodity is price.  Then starts the race to the bottom where there is no margin and likely no quality.

Some of the most successful business owners that I have had the chance to sit with state that it is imperative to build the relationship with the customer.  The larger the relationship, the more influence we are granted and as a result the move opportunities we have with the customer.  We need to have relationships before we are ever going to be able to sell something to someone.  That is of course unless we are the cheapest price which typically means less value proposition.

I have been able to visit some of my old customers that I have not called on in years.  They will smile, ask me out to dinner, and sit with me for hours to discuss where they are at with their current business situations.  They even have asked for insight on what I might recommend still to this day!  It is a great feeling that I was able to influence individuals enough that they will take time to catch up as well as look for my advice.

These conversations would not have happened had I not worked on the personal side of the business as much as the transactional side.  Knowing our customers on a personal level and understanding their aspirations is a huge benefit.  People want to know that they matter.  Building that relationship is extremely important in helping them achieve their goals. 

It is almost an art form watching an old sales professional work the personal relationship and send birthday cards for the customer’s family, as well as celebrating wins that the customer has had. 

Meetings on the golf course have transacted in large business deals that cannot be instantaneously measured.  Looking back on the sales process and building relationships will allow our business to grow with our customers.   The transactions do happen, but not until we have a level of influence that the customer allows us to show them a better way.  People will not buy from us if they do not know, like, and trust us. 

I encourage you to leverage the personal side of business along with the professional side.  If learning about people was not important than why do Amazon, Facebook, and your smart phones listen in on your conversations as well as track your searches? 

Send a card for your customer’s birthdays, kids’ birthdays, weddings, anniversaries, etc.  It is a great feeling to celebrate with customers and form lasting relationships. 

Remember the first buying decision a potential customer makes is the Salesperson!

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

To Influence We Need To SEE

Good morning everyone,

How many times have you just believed that the people around us should follow us because we have a title that they report to?  If we are trying to gain influence with direct reports based off organizational title to keep the team following our lead we will fail. 

We all want to have influence over those we connect with whether it is family, work associates, a ministry, etc.  If you’ve been reading the past two blog posts, you’ll be following a core to building influence.  It’s a process to get the focus off of ourselves and on to those we are needing buy-in from.

Let’s review the crucial steps to accomplish influence:

Week 1 C.I.A – stands for being curious, intentional, and asking questions.

Week 2 Developing questions to pull out the needs from those we are building influence with

Week 3 Figure out if we are on the right track.

We want to make sure that what we believe the needs to be are in fact resonating with those around us.  It’s time to step out and test our thought process and start getting into activity to find out.  So how to we figure this out?

Today we are going to SEE if we are on the right track to building influence.

The first step is to Set up a meeting or a time to review with those that we are working on influence with.  Don’t do a drive buy ambush to validate we understand their needs.  Let them know that we value their time and respect.  Look at their calendars and set up a meeting with the purpose in the title or go one step further and walk up to them asking for a good time to meet.  I know some introverts will say, but I don’t like engaging people.  Maybe that is a growth step for them.  I am an introvert by nature, and I speak to groups of people because I took small steps each day to grow. 

Show them respect by being prepared for the meeting.  We can also give them a few details we would like to review so they have time to prepare for the discussion.

Be Engaged.  Turn off emails, close doors, and pay attention. Be engaging with this meeting as best you can.  Ask them questions to pull out their needs as you have drafted from last week’s blog.  Let them do most of the talking like a 70/30 ratio with you mainly asking questions and them answering.  Find out deeper needs than just a paycheck and insurance benefits.  Find their WHY they are continuously showing up.

Encourage them to come to us with questions, help, ideas for their growth, and to keep an open dialogue.  Let them know we truly care by encouraging them.  We don’t need to have parties for them but showing them that we care and encouraging them to take steps for growth and reaching out will help us gain influence.

Now if they have needs that we have not already identified from our prep work, then this is our homework to review and make sure that we can answer those needs.  It is better to know that we are not meeting their needs now so that we can either work on being able to meet those needs, or help those that report to us find somewhere in our organization, or another organization that will allow them to find their place best suited for them.  Keeping someone that limits them is not a long-term play and will slow down progress.  Yes, sometimes we may need to help the reports find a better suit for them and look for someone else.

People are not cogs in a machine, but individuals helping to support a vision we have.  This is a concept that far too many organizations fall into because they are just trying to keep moving and not focusing on their individuals and how to help those individuals. 

Helping those that we are influencing know that we truly care will build a great foundation to help us in the future to move further faster together.

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

Want Influence? Understand Their Needs!

Last week we talked about C.I.A. and how using these three letters are essential in growing influence.  Today we are going to really grow our influence with those around us.  Today we are going to find out the needs. 

Whether it is a customer, a team we lead, or the nonprofit we are in charge of.  We need to truly understand the needs of those around us.  Deeper needs than just food, water, clothing, and a paycheck.  People have many different levels of needs.  Some of my therapist friends refer to the Maslow Hierarchy of Needs for personal needs.  It is a great diagram to understand need levels.

There are also business needs that need be addressed.  If we can help people with both of these needs, we are going to be generating high levels of influence.  Now that is the influence I love to have.  Not for the power aspect, but that I am helping people.  That is why I wrote my book and write this blog every week.  To help people understand sales and influence so they can be more effective with others around them.  I want to help as many people as I can get better and serve those around them by helping them get to where they need to go. 

So…how do we begin with that level of influence you are probably asking?  We ask deep questions to really understand what people around us need.  Most people do not think this deep that is why when we ask them how they are doing most people instantly say “good…”  Going deeper with those people we want to address some of the deep-rooted needs they truly have.

For a salesperson they are trying to make sure their product truly answers the needs of the customer.  For an employee that we are leading, they may need to feel a sense of belonging and that they are doing something meaningful.  Without that impact most employees resort to a paycheck being the only differentiator for work.  How is the turn-over in your organization?

We need to take time to understand the needs that our organization addresses to help society, the need our product addresses, the need that our team’s role addresses to help the organization grow stronger.  We need to build list of needs that are addressed. 

Let’s say we are an IT group, that is tasked with monitoring organization computers against cyber-attacks. The features are the software and team members in our group.  The benefits our group provides the organization is protection from attacks and support if someone is cyber attacked.

I remember a phishing scam that had employees giving away their log in credentials and changed the location to where the employee checks were delivered.  The IT team quickly closed the loop on this and saved dozens of employees from losing their paycheck in the matter of hours.  Do you think that people were grateful for that help?

After we have understood the benefits, then we need to understand the needs that are answered by these benefits.  Using the above example, the benefit creates a sense of security and peace of mind for the users of the computers which are powerful.  The users of the computers typically do not understand all of the code used to create a virus and how to remedy.  Our team is also enabling the rest of the organization to function efficiently and safe.  The IT team is like ninjas jumping around saving those they serve. 

Cascading what we are doing for others and how we are helping others is very motivating to our teams.  We need to take time and think of some of the needs that our teams answer.  The larger the need the more we can impact.

Now that we have the needs figured out, we need to structure questions to ask so that we can start finding out if we are answering the needs of those that we lead.  If we are asking the individuals their needs and we are answering their needs our influence will skyrocket!  Keep in mind that everyone is different, so being intentional and sitting down with individuals to make sure we are understanding their needs and if we are identifying them on a deep level, we will have deep rooted influence.

Have a great week everyone! 

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

Why Leaders Need CIA For Building Influence

When Leaders set out to lead a group of individuals, some fall short.  It’s not because these leaders are incompetent.  It’s mainly because they don’t understand how to build influence.

John Maxwell who is the leadership guru of the 21st century has a quote that states “Leadership is influence, nothing more, nothing less...”  If we want to lead others, we need to know how to build influence.  That is where the sales process uncovered comes in.  By applying the principals, people are able to grow influence with others. 

When we are working with others, we need influence in order to move forward with them.  We start by learning about them, their families, their hobbies, etc.  This is the same as building rapport in the sales process.  Unfortunately, rapport is only the beginning of building influence and not the end all. 

Just having rapport gets us in the door to have a conversation, but Influence is a deeper relationship with that individual.  Influence is building up relational collateral like a bank account.  It takes time to high levels of influence in order to get the person jumping all in with us.

When we start taking a deep interest in other people, we will start gaining influence with them.  That person will start to open up in areas that they feel they can share as well as ask for input. 

I use the 3 letters when trying to learn more about others to build influence.  The letters are C.I.A.  No, not the government agency. 

C-stands for being curious.  Be curious like a child that never stops wanting to know more.  Be curious to learn more about our relationships whether they are customers, teammates, family, friends, people we just met, etc.  Be curious to learn about them as much as we can.  People love to talk about themselves and are craving that connection.

I-stands for being intentional.  Be intentional about our relationships.  While we are asking questions do not stare at a phone while the other person responds.  Look them in the eyes and pay attention to what they are saying and how they are saying it.  We’ll learn a lot about a person when we pay attention to their posture, their tones, their words.  Even when someone is saying they are fine… if their tone sounds like they are about to scream, they are not fine.  Pay attention and see if there is a way we can help.

A-stands for asking questions.  Ask a great deal of questions.  This being paired up with curiosity and being intentional helps us really learn about the relationships.  What is really going on with our teammates, our customers, our family members?  Similar to the sales process where we do a needs analysis in my book “The Sales Process Uncovered”, we will ask questions to see if there is a way we can help the person get to where they want to go.  People of great influence are not those that take from people, but are people that give as much as they can without expecting anything in return.  That can be time, money, clothing, etc.  Dale Carnegie, Mother Teresa, Jesus Christ are all people of great influence.  These people started most of their conversations with questions.  These individuals wanted to learn about the situation and where they could help.  They stepped in.

For today, focus on using C.I.A. when you interact with people you come in contact with.  Not for the sole purpose of gaining influence, but for connection and stronger relationships.

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

If You Knew When You Would Die, Would Your Dash Change?

Just like the title asks, what would you do if you knew you only had a limited time left to live. 

Recently someone very close to me was given a diagnosis with a very limited life expectancy and it started my mind into reflection.  What would I do, if I only had a limited time left?  Would I just quit doing this or that, create a bucket list, take up a new hobby, etc.? 

The truth is all of us have a limited time left here on this planet.  A limited number of days to wake up, a limited number of hours to spend with people we enjoy spending time with, and a limited time to live. Time is not something that we can add to or multiply.  We can only subtract and divide. 

When we a head stone in a cemetery, we can see a name, date born, and a date when someone has moved on.  There is this thing in between the dates though.  It’s a dash.  The dash is their life.  The dash is their experiences.  The dash is their impact on this world.  This dash is  significant.

If we are to truly live, we need to make sure we live out the dash.  We need to make sure we take time for the fun stuff and not get super stressed about work.  Work is what we do, but it does not define us.  I do this blog and help people understand the sales process, how it actually helps people build influence, but this is not who I am.

Who I am is a husband, father, son, friend, and someone who steps in to help whenever possible.  Too often people think that their work is who they are.  How many times when asked the  following question, “tell me about yourself”, have we started with our profession to describe ourselves?  We focus on this detail more than the other details of our lives.

Are we mainly defining ourselves because that is what society believes, or do we share that detail because that is what we think we should be defined as?  Why do we lead with that detail?

Why don’t we lead with who we really are?  Do we not really know who we are?  Should we ask others to describe us?  Typically, when we are at funeral services, we get to hear what others think about the person that has passed on, but I think that is a little too late for a reflection like that.

Shouldn’t we be asking what others see about us sooner?  Are we too afraid to ask the question because we are worried about what we might hear?  Are we just not thinking about it, because we don’t want to think about that time when we pass on?

When I am laid to rest, I want that dash to represent a person that loved to help, inspire, and enable people to flip the script for their dash.  If I can do that I will have succeeded at life.

What would you like your dash to represent?

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com

What’s your Coaching Style?

How are you at coaching your team and your family? 

Are you like a coach on the sidelines constantly sending in orders hoping the team will execute?

Business leaders think being a coach means constantly sending in orders like a coach on the sideline.  The leader believes they should tell the team what to do and how to do everything and then the team will just execute.  The issue is that the employees do not learn to think for themselves.  They constantly come to the leader for the answers for everything essentially slowing down the organization.

This style of coaching does not promote effective thought in individuals and does not allow them to grow.  If there is no growth then the business, team, family will suffer.  

What I learned in 2016 from John Maxwell’s Certification is that coaching is not about telling people what, or how to do everything.  Coaching is instead asking questions for the individual to produce their best answer for the given situation.  It’s encouraging them to look within for their best answer.  Not telling people what and how to do things.

Most of the time in business, we are trying to answer questions and get to solutions fast.  Because of the speed at which business is evolving we keep perpetuating the same cycle.  When we arrive home at the end of the day, we are still dictating what needs to happen, how it needs to happen, and when it needs to happen to our families if we are not careful.  Will that help our families thrive?

We may get things accomplished, but we need to grow others around us so that they can make decisions and still move forward.  If we are not coaching these individuals correctly, we are actually hurting them.  I also am learning to not have people do it the way I would do it.  I need to let go of control and let them do it their way.  By doing so they will grow confidence in themselves and their decisions which will make them more efficient their way.

As coaches, we can not be the sole source of answers.  We need to help cultivate a culture in our organizations of aligning with the core mission and vision, and individual solutions that align with that direction.  We have to give them trust and let them have some bumps and bruises at the beginning.  Yes, it’s slower at first, but speed will pick up speed over time.  We need to guide them and coach them before they are free to make those decisions. 

We need to continually ask those thought provoking questions to help individuals come up with better decisions.  Even if those decisions do not align with what we believe is best at the time, we still need to trust the process to help them grow. Over time we will gain that trust of the individual and their decision-making process.  If not, then we will never be free for family, vacations, and our own growth. 

Ultimately, we will expire and it is on us to grow those around us.  If we expire and we leave those that looked up to us without this essential decision-making process, our legacy will be in jeopardy and they won’t be able to move forward.  How do you think that will benefit them?

Sincerely,

Kevin Sidebottom

“Businesses wonder why the majority of their sales teams struggle at winning profitable business.  I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”

www.kevinsidebottom.com