Change Leadership — Secret # 7
Delivery Trumps Relationship
The ultimate delivery is customer success;
the ultimate price is failure. —Brett Clay
What I Need to Know |
Have you heard the saying, “Buyers buy from people they like”? You will find that statement in every sales book ever written. But is it true? Is sales all about being the smooth-talking, back-slapping personality who is the life of the party?
Well, here is a new saying for you, “Buyers buy from websites they like.”
If it has not happened already, your customer is about to break up with you and start having a relationship with a website. What can a salesperson do, other than sit by the phone and eat comfort food? Deliver!
Today’s Internet-savvy buyers do not buy based on personality and relationships. They buy based on price and delivery. Competing on price is a losing proposition because someone on the Internet will always be offering your product and service at a lower price—probably for free. That’s the allure of the Internet. Your only option is to focus on delivery—delivering the customer’s desired result with the highest quality and lowest risk. In other words, deliver customer success.
Salespeople who develop trust by consistently delivering customer success will have the most valuable long-term clients and the biggest revenue growth.
What I Need to Do |
Forget about competing on “relationship.” Your relationship is not as compelling to the customer as getting the best price and quality from the Internet.
Forget about competing on price. You’ll never make money and you’ll never build a base of loyal, satisfied customers.
Focus on delivering customer success, that is, achieving the customer’s desired result with the highest quality and lowest risk.
Delivery = Trust. By consistently delivering customer success, you become a trusted resource for the buyer.
Trust = Revenue. Once you are a trusted resource, the orders will go to you instead of your competitor.
Action Summary |
|
Social