Are they helpful or salesy?
Charlie runs my local garage. As it’s just 15 minutes walk away it’s a convenient place to get my MOT done each year. And every year Charlie, or one of his team, sends me a reminder a month before my MOT is due.
I know that it’s now possible to get an email reminder via the .gov.uk website but Charlie has been doing this for years.
That reminder is true customer service because it helps me to ensure that my car is safe and compliant.
That reminder is good marketing because Charlie knows that I will pick up the phone and book my MOT with him. And, whilst doing the MOT, he may pick up additional work. And, as I see him as my regular garage he’s the first person I think about when the Service light goes on in my car.
What can you do to genuinely help your clients that will also lead to a sale?
I started, grew and finally sold my first business all while working just an average of 25 hours a week. Some weeks were more but others were less. Here’s what I focused on to do it:
1. Make it a priority otherwise you’ll drift into overwork habits.
2. Focus on the non-work option. Mine was 2 small kids – see my Balanced 10 Talk.
3. Focus while in work – see my articles on Pomodoro Technique etc.
4. Say no to the wrong type of work – learn about marketing avatars in my books and courses.
5. Set your prices to ensure that you cover your business and living costs – see my pricing articles and webinars.
6. Systemise for maximum efficiency – see Scale Up Blueprint talk and course.
7. Automate where possible.
8. Delegate to free up your time.
Many of us are nervous of appearing too “salesy” but do we end up underserving our clients/customers as a result?
Thinking back to a long lunch with a friend a while ago now. We ordered our food and drinks and enjoyed a good chat. But the food took a long time to come, a minor irritation as we hadn’t been prewarned but we weren’t in a rush. We had, however, finished our drinks and wanted to order more.
There was no server in sight so we became very conscious of the food delay as well as our lack of drinks.
If only somebody had stopped by to ask if we needed anything else we would have continued our conversation over fresh drinks and stopped looking at our watches.
In failing to sell to us they actually ended up underserving us. They could have sold 22% extra (I’m an accountant, of course I worked it out!) AND had very satisfied customers.
So don’t be embarrassed about upselling or cross selling if you think your client/customer needs it (and, if they don’t need it you shouldn’t be trying to sell it to them anyway!).