|
United Airlines has
had some troubles lately, leading to lots of bad PR and many
dissatisfied customers. Over the weekend they agreed on a new contract
with their pilots, which should begin to solve the problems. Through all of this,
I've remained a loyal United customer. Although I've had my share of
delays and cancellations like most frequent fliers, I've also had many
good experiences. Here's one that
contains a sales point. I
often talk about the ultimate benefits or results you offer, and how
those are the reasons why people are interested in speaking with you,
and buying. While half-listening
to the pre-flight announcements from the captain on a flight, he
authoritatively said, "
... and even if you've heard these things thousands of times before, I
suggest you pay attention, because you might just hear something that
could save your life." THAT got my
attention. And it caused me to ponder about the ultimate benefits and
results we offer as salespeople. What is yours? It's
not the product or service you offer; it's the result. Action Step:
Stop for a moment and write down the answer to this question: "What
ultimately do I help my buyers get, or help them avoid?" MAKING AN IMPACT As if the pilot
already hadn't already done his share to contribute material to this
newsletter, after the plane reached cruising altitude, I glanced up and
noticed the flight attendant hovering over me. "Mr. Sobczak?" Yes. "The captain
asked me to give this to you."
It was his business card with a note on the back. Oh, great. Maybe he
felt I didn't give 100% attention and he was asking me to please leave
the aircraft. Here's what I read. "Dear Mr.
Sobczak, Thanks for being such a loyal customer. We appreciate your
business. Sincerely, John
A. Holveck, Captain, United Airlines." Wow!
I get on planes about 150 times a year (counting all connections)
and have for years. NEVER has the person driving the bird personally
thanked me by name, nor have I expected it. Getting it up and down in
one piece has been good enough for me (with getting there close to
on-time being a real bonus). So what's the point?
Not profound, unless you're doing it: little things mean a lot. Action Step: What can YOU do to make a huge impact with customers who account for lots of your income and revenue, but perhaps don't hear from you too often? Pick out three of those customers today and do something to stay in contact ... a phone call, an e-mail greeting card, a post card, ... anything to stay in touch. Make that a regular habit and you will reap big returns on a small investment. |
