Do you remember when you told me you loved me? 2 reasons to remember what was said in the past.

In a relationship, we sometimes forget the lovely things we said in the past and how we felt.  In selling, listening is one of the greatest skills.  “What is the connection?” you ask.

Do you have a partner?  When was the last time you said you loved them?  If not so recently, do you remember when you used to say it often?  Well this is not a relationship site and with luck you often reassure your partner but you probably know what I mean.  I just want to draw some parallels.

Perhaps, when with someone for a long time, some people get a bit complacent.  I’m sure you have heard the cry “you take me for granted.”  Hopefully, not from your partner!!  When we think about it we all know how important it is to rekindle the fire and all those good things.

In business, the same is true.

#1  When a customer says “yes” to you, they are laying a heavy burden on your shoulders.  They are saying “I trust you, don’t let me down.” It’s a bit like dating and getting married.  And if you treat them right, the marriage will last.  If you don’t, all you have is a one-night-stand.

For some readers, no doubt a one-night-stand is the goal, but in business it is far more effective to get married and polygamy is acceptable.

So never forget that unwritten commitment you made to your customer when they first bought from you.  It is the link to your future success.  Looking after customers is of course paramount.  But its more than just good service and pleasant smiles.

Consistency is the key.  Your original sale promised a certain delivery.  Associated with this was a set of values.  Was this by design?  Did you pre-determine your company values and does everything you do abide by them?  If not, take time to examine what promise is being perceived by your customers.  It will give you the ammunition you need to keep them happy and keep them coming back.

There is a second situation in business when one should remember what was said.  This is during the sale itself.

#2  When you ask a sales question, avoid diving straight into a pitch when you get the answer.  Sales people who have learnt the first art of asking good questions often fall in to this trap.

“How can I help?”  Prospect “I’m looking to buy a new car”  “Well you’ve come to the right place, we sell cars here.  What sort of car?”  Prospect “A sports car.”  “Oh, good we have a range of sports cars.  What colour?”  “I was thinking of red.” “Yes, we have a red sports car.”  What a tedious conversation, too much talking from the salesman and it doesn’t sound sincere.  A crude but simple example.

Instead of grabbing each morsel of information and responding, store up the information for use later.  For now, keep asking and probing.

We know it is important to ask questions and listen carefully to the answers.  By asking well considered questions we can learn everything we need to know in order to make a sale.  But the timing of using the answers is also critical.

Back to the parallel with relationships.  If you are passing a book shop with your partner and they say, “oh, that’s the book my friend was telling me about, I would love to read it.”  Do you run straight in and buy it?  Which do you think would get the best reaction, to do exactly that, buy it on the spot?  Or would it be more appreciated if you remember that and buy it for an upcoming occasion, birthday, anniversary or Christmas.  Unless there is a time element involved, such as the information in the book needs to be known now, the latter will get the best response, won’t it?

In the sales situation, when it comes to presenting your solution, imagine how you will woo your prospect if you weave in to your presentation the things they mentioned earlier.  “…and over here we have the most popular sports model, in red…which I believe you mentioned was your favourite colour for a car.”

So there are 3 basics to good selling highlighted here.  Ask, listen and remember.  Many relationships could no doubt benefit from these tips.  There is one caveat though in a relationship…if what was said was negative, don’t remember it and don’t weave it in to the conversation.  That doesn’t seem to go down so well.