I’ve known him since 2004, so I know he does great work and we just laughed about it.
Then I considered this morning’s sales call, with me the prospective client. We talked for 10 minutes about a high-ticket item, and the salesperson’s inability to look me in the eye troubled me.
Both these service providers had a customer before them, and neither made the proper impression. It’s a lesson we can all benefit from.
People buy from those they know, like and trust. Someone unwilling to look me in the eye suggests he’s shifty, and I’m not going to readily trust him. A dentist with a gap tooth appears incompetent.
True, the sales guy might have been nervous or distracted, and I’m being judgmental. But his failure to look me square in the eye made me suspicious. He may still earn my trust, of course, but I’m going to move forward cautiously.
As a youth I learned we’re all in sales to a certain extent. Kids need to sell the urgency of getting a bigger allowance, students want better grades, and singles desire convincing that hot neighbor to go out for drinks.
Each requires the art of persuasion, selling someone to accept your point of view. Recognizing this, and regardless of the overall objective of your next conversation, perhaps we can all learn something from today’s events.
As you prepare for your next meeting, consider whether you’re:
- Looking your sales prospect in the eye. If that makes you uncomfortable, look at the bridge of the nose instead.
- Looking your best, including dressing similarly to your customer
- Presenting your most professional image
This last point could mean a realtor driving a fancy car to indicate sales success. And a landscaper better have a REALLY nice garden to show off at home.
But a personal trainer who’s not really fit won’t have much credibility.
Which brings us full circle back to my dentist, whom I advised to fix his image problem lest it negatively impact his bottom line.
Because without visible proof of the quality of his work, claims that he’d improve your smile would appear toothless.
With that said, I wish you a week of profitable marketing.
Put some teeth in your marketing at www.marketbuilding.com.