Since I no longer work in an office, I don’t need to get a lot of shirts dry cleaned. So, when I walked into my neighborhood dry cleaners for the first time in almost a year, I was surprised to be greeted by name by the owner. Sandra must have hundreds of customers, yet; she remembered my name, details about my family and me and even stories about my mom and Bruce Springsteen. Sandra reminded me why face time means looking carefully at a customer’s face and remembering them.
She told me that many of her customers aren’t coming in as often as they had in the past because they too are either not in a formal job, retired, or moved away. But she said that she once learned that to stay in business, you need to know the name of every customer from seeing their face — such wisdom.
Top Sales Skills Needed
- Do you know your customer’s personal background story? Family, interests, where they went to school, what kind of truck they drive? Do they have kids in college?
- Can you speak to them without notes, and recall that they like their coffee black or only drink Dr. Diet Pepper or that they like Earl Grey Tea with a little sugar and milk?
- When you connect with them, are they talkers or listeners? What do you need to do to engage with them? Talk or shut up?
- Are they all business – or do they like to share stories and spend more time on socializing than to talk business? How do you have to adapt to their needs?
- What do you hear in their voice – stress, feeling rushed – or relaxed and open for conversation? What can you do to be helpful to them?
The best salespeople in the world recall details just by seeing through face time or hearing their client’s voice. They don’t sell; they act human, friendly and compassionate. When they talk, they use the human operating system that involves attentiveness, compassion, and empathy.
Great salespeople are remarkable listeners who ask questions to get the customer to talk. Or, they talk if the customer enjoys listening. They have a high EQ. (emotional intelligence)
EQ
Emotional Intelligence is the ability to deal with other people successfully. By understanding one’s own feelings they can understand and evaluate others. According to Daniel Goleman in his book on the topic, there are five main elements of emotional intelligence.
The 5 Components
- Self-Awareness.
- Self-Regulation.
- Motivation
- Empathy
- Social Skills
Marketing is often thought of as about branding, advertising and telling your story.
In truth, marketing a brand means helping salespeople and anyone who encounters customers to become superb conversationalist who can connect smoothly, and adjust rapidly – without ever selling. Great marketing helps, supports and enables the salesperson to do their job.
But being emotionally intelligent is the critical superpower required. Great marketing can’t fix inept salespeople who lack compassion, curiosity, and self-awareness.
Dirty Laundry
I decided to have more of my shirts dry cleaned next week so that I could spend time talking to Sandra. I figured I’d learn something new about salesmanship, marketing, and nicely pressed shirts. Ridiculous, I know – but selling isn’t about the transaction, it is about the connection.
Great salespeople are light on the starch and heavy on the emotional self-awareness.
Does your business need a marketing coach, guide or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Waldemar Brandt on Unsplash
