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Note to Sales #19. Is it more important to know your product or know your customer?

Posted: 1st February 2016

The other day my wife was telling me about her first job in sales.  She was in her late teens and got a job selling audio equipment to retail shops.

Now what she knew about audio equipment you could write on the back of a matchbox; but she was passionate about music and a large proportion of her customers were young guys selling specialist audio equipment, they were passionate about music as well.

She tells one story about two young guys running a shop in Edinburgh where she used to turn up at lunchtime with sandwiches and sweeties.  They used to close the shop and they would all go for a picnic and natter about music.

Needless to say they only bought from her. 

Now, there were a hard-core of customers who wouldn’t buy from someone with such little experience, but she just ignored them and concentrated on the customers where she could build a rapport.  Within two years she was top performer in a team of twenty, most of them older men who had been around a lot longer (and were technically brilliant).

Don’t get me wrong I also preach that you should be an expert in your field, but the above story just goes to show that being close to your customers is as important as knowing your product. 

Our introducers don’t deal with you because you have the best product in the market or because you know more than anyone else, they deal with you because they trust you, and as we know trust isn’t built quickly, it needs to be earned.   

So make it your mission today to pick up the phone to a valued introducer to update them on our new competitively-priced, selective bad debt protection … and talk to them about what they planning for the weekend.

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