man with sticky note on head saying make me feel important.

Note to Sales #39 - Make me feel important

Posted: 16th December 2016

I recently watched a documentary on Las Vegas which focused on “high-rollers”, these are very rich individuals who spend (or lose) millions of dollars in the casinos. Unsurprisingly the casinos love them and spend thousands of dollars on them with free private jets, luxury hotels rooms and probably a lot of stuff we don’t hear about.

The documentary centered on a gambler who ran a mattress business based in Canada.  He was flown in by private jet and stayed at the best suite at the top hotel.  In fact, it was not so much an hotel room but more a villa.  He had his own pool, butlers and chefs and a private PA who organised his entire stay.

Over the next three days he bet on everything; cards, roulettes, craps, even slot machines, but everything was 100 times the value of the bets that you would find on the casino floor.  He bet on his own and in the end he came across as quite a sad, lonely figure.   During his stay he lost over quarter of a million dollars!  But when he was asked by the presenter if he had a good time, he said it was one of the best weekends of his life. 

It got me wondering what this obviously successful man got out of it.  Was he a gambling addict? No, he came only twice a year and didn’t gamble at home. 

It struck me that what he loved more than anything was the attention.  He was feted from the moment he arrived and was made to feel like the most special, important man in the world. His visit wasn’t about money, it was all about the validation of his status in the world.

The implications for customer experience are clear; the experiences we enjoy most are the ones that make us feel important.

So, the obvious question; in a sales environment how do you make prospective clients feel important?

Be interested in their business

Do your research. Look at their website, get a credit report, and look at their profile on LinkedIn.   Be interested in their business (if it’s a factory premises ask for tour), it’s the biggest compliment you can pay them.

Be interested in them

If you focus on a non-business conversation you build a personal rapport with the client. 

Look for common interests.

Show your admiration

People invest a lot of personal emotion in their possessions, traits, and accomplishments. When you admire something belonging to another person, it makes them feel good about themselves. Everyone has positives, and it’s up to you to find them.

Tell them that you want their business

It seems so obvious but the prospects wants to hear is that you really want their business.  This in itself is a huge compliment.


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