can call other supply houses, so he sends them a personal thank-you note several times a year, along with a gift card.


7. Make suggestions for improv- ing your customer’s operation. Your knowledge base is unique, and your experience can complement your customer’s. Your helpful suggestions give meaning to being a partner.


8. Pass along helpful information. Customers will view you as a resource if you do. Whether it’s an article or an idea, it lets them know you are think- ing of them.


9. Lend a hand. Every customer has a crisis or needs help sometimes. The sales manager of an equipment leas- ing company spends a lot of time at trade shows, but not where you might expect; he’ll be busy working a client’s booth. “They’re always shorthanded,” he says, “and they appreciate the extra help.” He also writes a lot of business that way.


10. Utilize the power of recognition. Whether it’s recommending custom- ers for awards or suggesting they be subjects of news stories, you can play a role in helping to bring them well- deserved recognition.


11. Be candid when asked for your opinion. When a customer asks for your opinion, it’s a pivotal moment. Will you be a wimp or will you be candid? Candor creates respect – even though someone might not agree with you.


12. Show your loyalty. After doing a good job for a customer, one of your customer’s competitors might want to do business with you. Think twice before compromising your loyalty.


13. Don’t cut corners. When custom- ers have been around a while, you might be tempted to put them on autopilot – doing what’s necessary to keep the business, but also coasting. If the customers don’t figure it out


first, a competitor won’t be far behind to move right in.


14. Come to a customer’s defense when you hear criticism. There may be times when silence is golden, but not when someone’s criticizing a custom- er. That’s the right time to make your good experiences known.


15. When something hasn’t gone well, let your customers know what you would like to do about it. Yes, things go wrong no matter how hard we try. When they do, jump on them quickly and tell the customer what you’re going to do to fix them.


16. Respond reliably. A recent survey of buyers found that getting back to them is a must. A highly successful life-insurance salesperson serving wealthy clients credits part of his suc- cess to returning every telephone call and answering emails the day they are received.


17. Leverage the power of free. One insurance agent has prepared a free helpful tool. It’s called “Organiz- ing Your Personal Affairs,” and it’s


SELLING TIP


On Courage Would you like to have more courage? Here are five short rules, which, if you follow them, I guarantee will increase your store of fortitude. 1. Act as if you were courageous. This makes you a bit braver – as if one side of yourself had been challenged and wished to show it was not wholly afraid.


2. Pause to reflect that others have faced and overcome great discour- agements and great obstacles. What others have done, surely you can do.


3. Remember that your life forces move in a sort of rhythm, and that – if you feel depressed and without the power to face life – you may be at the bottom of the trough. If you will keep up your courage, you will probably swing out of it by the very forces that, at the moment, are sucking you down.


4. Remember: You feel more defeated and downcast at night than dur- ing the daylight hours. Courage comes with the sun. 5. Courage is the measure of a big soul. Try to measure up.


– DALE CARNEGIE


SELLING POWER SEPTEMBER/OCTOBER 2022 | 17 © 2022 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


about getting important information together. Others make reports, survey results, and articles available without charge. But remember: “Free” means free – no strings attached.


18. Take the initiative. Step up to the plate and act before you’re asked. Initiative shows you have ideas and are capable of undertaking new and challenging tasks. Showing initiative may be the best way to be viewed as outstanding.


19. Keep your word. If you say you’re going to do something, then do it. If for some reason you can’t, then quickly explain why. It’s easy to get a bad reputation – and difficult to get rid of one.


20. Show respect. Getting too friendly with some customers can undermine the customer/salesperson relationship. There should always be some distance as a way of showing respect.


Individually, each of these customer care actions has value; when taken together, however, their impact can be enormous – even transformative. 


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