Effective Selling - The Little Things Make All The Difference

Effective selling, as you may have experienced, is also great story-telling. Stories matter, they mean something and help to paint a picture, and ideally, to inspire another person. Real life stories can touch a person’s heart and soul. Recently, as a result of an article I was writing for another publication, I was asked what I have done for a living, and why I’m a big believer that effective contact management is such an integral part of successful selling. Here’s my true story that led this belief.

The Background 

I started my career with IBM in 1975 as a sales guy selling mainframes. It was not yet a PC- or Mac-based world. I cold-called on the CEO of a very large distribution company late on a Friday afternoon. I got to speak with him, but literally for only about two minutes. In that period of time he told me that he couldn't talk then because he was getting ready to leave for a two-week skiing vacation with his family in Colorado.  He said that I was welcome to contact him upon his return. When I left that sales call and returned to my car, I “scheduled” a follow up in my DayTimer for three weeks out and noted two very important things - his executive assistant's name, and to ask him about his Colorado skiing vacation with his family.

The Follow Up

Three weeks later I called him. I addressed his executive assistant by name. Once connected to the CEO, and after identifying myself, the first words out of my mouth were "Mr. Smith, how was your family skiing vacation in Colorado?" Silence, for a few seconds that seemed longer. Then he said, "You know, you're probably a pretty smart guy if you’re working for IBM, and you’re probably assuming that your competitors are trying to sell me a computer system as well, which would be a correct assumption. They have all called on me in the last few weeks as you did, and each of them knew that I was going on the skiing vacation. Since I've returned they have all already contacted me, and you are the last one to do so. But, and this is what stands out, you are the only one who asked me how my vacation went. What that tells me is that you listened to me, you showed that you care about what I say, and that you are a professional. I like to deal with professionals and I like to deal with people I like, so yes, let's set up that meeting." I sold him an IBM computer solution! I never forgot what he said and what seemed incidental, perhaps even trivial, to me at the time. Remembering that personal detail was the key – the key to him buying, and the key to me selling better. Two simple details that were recorded, recalled, and used, in a then paper-based system, had made the difference. Using technology today allows me, and you, to do it even better.

 So remember, little things don't mean a lot....they mean everything! You just never know which detail may be the one to make the difference. How are you managing those details? 

I am always interested in effective selling stories. Please feel free to contact me at [email protected] and tell me yours.