What Does A Good Customer Look Like?

It only take a couple of seconds to form an impression of someone, doesn't it? But if you are in sales, be alert to the problem of pre-judging. That means making a hasty, negative assessment of a person and then not treating them as well as you might.

Through my career I have been surprised many times by people, who I thought to be unlikely, turning out to be good buyers.

I remember completing the sale of an apartment to two young ladies who were both unemployed! I hadnt thought that deal had a chance of completing, but it did. Another time a man in his early twenties came to our location, looked at the less expensive units and then asked me what else we had. Without much conviction I showed him the penthouse suite and he simply said, Ill take it.

A friend of mine drives a Bentley, owns a highly profitable business but is mostly dressed in jogging pants and trainers. He likes the reverse-snobbery of his appearance. Although hes a big spender, he doesnt look like it.

This phenomenon works in reverse too. I have met and failed to sell to a couple of English lords. Both lived in prestige neighbourhoods but were strapped for cash.

I can keep going with my examples, but lets cut to the chase. If you are a real sales professional, you dont ever give a prospect second-rate treatment.

There are two reasons; one is the simple but powerful one that the world tends to be a mirror. You disrespect a person and not long down the line you find yourself on the receiving end of some shabby treatment.

The other reason to be respectful, interested and open-minded is that you will get sales that you would otherwise miss.

I just read this comment in a sales forum, I was in the mall and a young man promoting mobile phones called out to me What can I sell you today, Chief. He continues, 'Im not a chief or a CEO of anything, I dont like being addressed like that and irrespective of whether I might want to buy a phone, I just kept on walking.

In the UK I feel the same way if a store clerk says, Yes, mate as his opener.

Heres a line from a sales-training book I read years ago, Treat every prospect the way you would your best customer. Thats a hard standard to maintain, were human after all, but I try to keep it in mind and every now and then it leads to a nice (sales) surprise.

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Information on the Selling for Engineers manual and Seminar

Robert Seviour is a sales trainer specialising in business development for technical companies.

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