“You learn it, you apply it, and use it repeatedly. When you gain valuable knowledge and reinvest it back into your sales agenda, you gradually improve the entire process.” – John Di Marzio in today’s Tip 974
How do you serve better your clients?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from John Di Marzio. John is the founder and CEO of DIMARTECH, a steel fabrication company based out of Montreal, Canada. He is a member of three (3) Professional Engineering Associations and the Canadian Professional Sales Association. Here he is:
John Di Marzio: From a sales perspective, it’s so important to recognize the relationship between a sales team and its client because both are intertwined much more than we can realize.
As sales leaders, we are paid to use our expertise and put it to good use to execute our clients’ orders. We must, therefore, consider ourselves the CEOs of their “success department”. Since we are experts in our field and have capabilities that they don’t, the client also expects us to lead them with our knowledge. At our own company, we tend to be very hands-on with the client, and we consider it our duty to 1: serve them and 2. lead them. Our highly specialized teams create an unforgettable experience by simultaneously serving and leading them.
We have found that you can learn so much more by conducting interactive client interviews and after-sales performance reviews instead of random and boring client surveys. Once our clients understand that we aim for win-win discussions, they tend to be more open and honest about what they could have done better for us during the contract. These clients understand that, by supporting us, we can refine our processes that will serve them better for the ultimate win for both parties.
To all of you listening out there, we can honestly say that, although we love our clients, we do tend to overlook their inefficiencies for fear of insulting them. It doesn’t have to be that way, though. By initiating a 2-way conversation to review and agree on improvements and benefits for both, any matter can be raised for discussion through open and informal dialogue.
Then you can commit to following through on what you learned from the client interviews and why they have been so loyal to you.
You learn it, you apply it, and use it repeatedly. When you gain valuable knowledge and reinvest it back into your sales agenda, you gradually improve the entire process.
By doing this annually, we have remained close to our clients and have learned how to serve them best.
We dug deep to uncover what we did well, what we didn’t do well, what could be improved on, and how we could make the client the real hero of the sales story.
By remaining visible (and available) to your clients, even after the sale, you can maintain the status of the trusted advisor and improve your perceived value compared to your competitors. When you can simultaneously lead while serving, you will automatically serve while leading. The distinction is slight, but it’s there. Think about it. Is there really any other better way to serve your clients?
Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!