GPI 005 – What can salespeople offer to customers? Discuss the options, and write them out!

When a new sales person starts with your company, he is likely to ask before going on the first sales run, “What do I have to offer or what can I do on behalf of the customer?”  He may ask thoughtfully, “Why should a customer want to do business with us?”  If this happens, everyone on your staff should automatically know how to answer these questions.  If they do not, you have work to do.

If you get unclear answers or more stares than normal, discuss these answers and get them down on paper for your firm.  Writing this list down helps to train everyone in your organization as to what is available and why customers should do business with your company.  Everyone will have ideas, but none know all of the benefits.  If you do not already have this list prepared, do not be surprised how uninformed and unprepared your employees are, especially your sales staff.  It is most important to get started.  Start asking!

Start your discussion and encourage all employee answers, regardless of their accuracy.  Discussing and clarifying this for all your employees will enhance your customers’ experiences with members of your organization.  Take the time and brainstorm with all your sales people. Ask them what they offer your customers to get them into the door or to get to a ‘yes’ for their next order.  Some will come up with great ideas that you will want all of your representatives to try.  You and your employees need to hear and learn all of the options.  How else will they convey them to your customers?

To get started, ask the question, “What are we as employees allowed to provide or give to a customer?”  Ask all your sales people and see what answers come back.  Watch how your people view their job and what they feel they can or cannot give customers.  See what they currently think they are allowed to give to their new prospects and what they are not.  You will get a lot of answers that you can expand upon, approve or disapprove.  You want this documented to ultimately train all sales personnel.  Your firm will come up with its own list, but here are some to get started.  As you run across more, get them on the master list and have it distributed to everyone.  This written list is to be used as a checklist of the tasks one will use to bring in a new customer.

What am I allowed to offer or give to customers?

  1. Product or Service Samples: Never forget to include the most important thing a sales person can do for the customer:  give him samples of your product or service.  You might think your particular business cannot provide samples but think again.  Review the benefits your customers receive when they do business with you.
  • Food snacks from food manufacturers (amounts small enough but also tasty enough hopefully to cause the customer to want to buy more)
  • Production or manufacturing samples (to demonstrate capability, skill and craftsmanship; leather goods, small metal parts, plastic parts, etc.)
  • Music with a radio, stereo, iPad (free music is the sample to help sell the device; it makes your equipment immediately useful)
  • Software with purchase of a computer (free software carries a high perceived value for most buyers who may justify buying the hardware if software gets thrown in; they now think and regard the transaction as one in which they did not pay for the software and they are happy)
  • Oil changes, free maintenance for a period of time after buying a car (this may convince those who dread working with mechanics or anything involved in the repair of the vehicle)
  • Perfume samples (small samples that entice the person to want to continue the experience; enough product to cause them to buy the regular bottle size)
  • Lotion bottles (small samples to lure the customer to buy the normal sized bottle)
  • Sofa cleaning for free to demonstrate capabilities of good carpet and furniture shampooing capabilities.
  • Car wax sample kit, not large enough to wax a car, but enough to clean an area to demonstrate capability and provide a brilliant shine.
  • Complimentary cleaning supplies, (throw in spot cleaning sponge samples, furniture oil samples, marble cleaning samples for countertops, etc.)
  • Hygiene products (toothpaste, mouth wash, soap, acne medicine, etc.)
  • Car wash given away with an automotive detail job or a gas fill-up (50 years ago, a punched card full of gas fill-ups would get you a set of drinking glasses at the gas station)
  1. Product or Service Examples: You need to convince a customer your firm knows what it is doing, can easily do what the buyer wants, and has proof of those capabilities.  You need proof (pictures, slides, samples) of past performance.  You need visual or actual examples of what you have already done well, to hand to the customer.
  • Tell the buyer about others who benefit (customer examples): Given that you have permission to mention a customer’s name, you need to mention well-known companies for which you have worked.  If you want to win a lawn care contract for a business, show them the contract you have with the well-known local country club where you have been a vendor for six years.  Give a lawn-care customer a $10 discount for a month in exchange for posting a great in-yard lawn-care sign (Beautiful Landscaping Job by ABC Co.).
  • Tell the buyer about contracts bigger than his (show capability): If you wish to secure some manufacturing contracts, mention those that you have had with customers far larger than the one in question (larger normally is impressive although not always).
  • Convince the buyer by showing him (demos help sell): Show photos of products you have made (i.e.  Wedding cakes your firm made, tuxedoes your firm designed, lawn furniture your company made from the customer’s blueprints, vintage cars you successfully restored, heavy industrial cranes you manufactured).
  1. Patents, copyrights, associations, industry awards, certifications or pertinent sponsors that provide support for your firm’s capabilities: Think hard because there are a number of things that can be listed here if you dig.
  • Patents and Copyrights: If you have any patents or copyrights, get copies or original copies of these to put into frames for display in the lobby; when your buyers show up and must look at something while waiting.
  • Association Members: You probably have members of industry groups on your company’s staff that might impress potential buyers with their associations.  Take a polling of your managers and accumulate all of their accomplishments in an attractive company resume (i.e.  25,000 industry hours, 300,000 automotive engineering hours, 14 engineering schools, 21 engineering masters’ degrees, etc.).
  • Independent Endorsements: Endorsements come directly or indirectly from a variety of sources.  Consider some of these examples.  If you are endorsed by the Sierra Club, get the benefit of mentioning this where you believe it will benefit your firm throughout your literature.  If the local softball team buys your doughnuts, have their picture on your bakery wall.  If the local doctors’ association endorses your exercise gym and nutrition center, mention it and put their endorsement on your wall.  Hang a photo of the heart doctor using your company’s patented treadmill.

Remember that some of the best recommendations stem from who your customers are/have been (i.e.  You sold sheet metal to Ford or Chrysler, your metal shop did work with Raytheon, your bakery provided all of the baked goods when the Pope came to town, your hair salon was hired to provide professional services when a movie company was shooting in town).

  • Quality Certifications: If you are ISO 9000 certified, print this on your literature; show your certificate on your website (which can be printed) or display a copy on the wall in your front lobby.  Put the ISO logo on your company exterior wall.  Find out the most important of the certifications in your line of business and obtain them either directly or by hiring outsiders, coupled with these awards.
  • Industry Awards and Contests: If you have won awards in your industry or achievements in your industry’s contests, display and discuss them with your potential clients.  If you worked at cost with the local universities, display the plaques they have given to you (feature photos of them on your literature) and get photos of the items you either manufactured or made for these groups.
  • Major Public Contracts: If your firm laid and poured the first highway north of town, bring the photo-book of progression pictures for this impressive project.  If your greenhouse provided all of the flowers for the local ballpark, take lots of pictures to display this recognizable ballpark enhanced by your flowers, shrubs and trees.
  • Known Landmarks in Your Photos: If your construction company built a few of the impressive buildings in town, bring photos of them being built; your buyers may never have seen this so you are sure to impress them with this display.  If your firm built some well-known billboards, take photos of them and their locations which might trigger recognition by your buyers.  If your company provides all of the bread to a school district, show photos of the bread being delivered outside the school cafeteria.
  • Key Personnel or Personalities: If you had the local university dean on your company board, mention him and his role and tenure with your firm, especially if he carries important weight in the community.
  1. Benefits a customer receives need to be fully displayed in brochures and literature: A company should have printed descriptive brochures or pamphlets describing your products or services which lists a full array of benefits that the customer’s purchase brings to them.  Your literature might feature the attributes, but it should fully stress the great benefits a customer derives from the purchase (i.e.  financial happiness, less stress about life insurance, more sex appeal, softer and more manageable hair, safer home security, less constipation and a more ‘regular’ life, beautiful smile, more muscular legs, tight rear end, happy and contented dog, cat or fish, comfortable relaxing sofa, chair or bed that ensures ability to relax, faster or more attractive car, an expensive coat that is made to provide more warmth, powder to stop foot itch, etc.)
  2. List of specific company FAQs (frequently asked questions): This list should be comprised of all of the most important questions you have received from your customers (mail, telephone, email).  Have your sales personnel (inside and outside) submit these questions.  Assign one person to accumulate them and have your sales manager and his designee provide clear concise and informative company answers to these questions.

This list of customers’ questions may discuss:

  • your products and features, services offered, hours of operations.
  • what is covered under warranties.
  • where to buy service parts.
  • where to call for service after hours.
  • what to do in the event follow-up service is needed on the road.
  • out of town, 24/7 customer service help lines.
  • email addresses for assistance.
  • websites for more information or manual downloads.
  • help with operating the product or replacing service parts.
  • where to get a catalog.
  • how to download coupons.
  • where, restrictions on returning products, etc.
  1. Free manuals, guides or instructions: You can provide your customers printed guides or manuals when they purchase your products, or elect to tell the customer that all of the company’s manuals are listed for free download on the company website, regardless of where the customer is located.  No matter what, give the customer a manual in the form he selects.
  2. Free shipping: Your sales people might be allowed in some cases to offer free shipping or delivery depending upon location.  Tell them what can be negotiated without them having to get permission or an exception.
  3. Free installation and setup: You might allow the sales representative to provide or include in-home ‘free setup and installation’ when the customer reaches a sales dollar level.
  4. Free reusable shipping containers: Sometimes products might be sold within a reusable container that holds some perceived value for the customer after the sale.
  5. Free advice related to the customer’s product purchase or service: In some industries, your firm needs to offer further related information to enhance the customer experience with your firm.  You may need to do this in order to stand out or differentiate yourself from the rest of the competitors.

Example 1:  A company that installs furnaces in the attic may be able to offer information for attic insulation improvement to further save the consumer money (although that firm might not provide that service).

Example 2:  The lawn care company that cuts grass or trims shrubs may offer advice to its customers for trimming the trees that endanger the owner’s house.  Although the lawn care company might not offer these services, the owner can notify the customer of this warning to his customer since he sees and knows the yard and surroundings every week.

Example 3:  A company that takes care of brakes, struts and suspension might notice problems with your tires or notice your engine leaking while standing under your car.  This should be mentioned to the owner of the vehicle so they can go have this service performed.  The brake guy might even arrange for coupons to be handed out to the automobile owner to get a discount for a specific tire dealer.

Example 4:  The dentist should notice throat or medical problems of his patient and offer advice for that client to see a doctor.  This is generally expected outside of this country where people see doctors and dentists in the same building.  They work in conjunction with each other.

Example 5:  The CPA firm might notice the cost of electricity for his client ($/kWh) and recommend a list of potential cheaper providers from its audit experience (applicable in a deregulated state).

Example 6:  A company that makes shrink-wrap machines might provide free instructions on how to minimize wasted shrink-wrap material when operating its machine.  After so many turns on the machine, no further additional, structural, strength is added, only costly waste.

Example 7:  A company that offers capitalized leasing also gives their business customers a listing of things to do before final payment is made to the manufacturer of the machine purchased.  (i.e.  Assurance that all parts are received and properly tested, and approved assurance that all manuals and serial numbers are secure and correct, assurance that the machine was fully installed and accepted by engineering personnel).

Example 8:  The firm that protests your property taxes for a fee gives you a list of things to do before yearend in order to minimize your property tax bill for the following year.  It is too late to be given this list at the time of renditions that come due during the 1st or 2nd quarter of the following year.

Example 9:  The tax firm which prepares your tax return should send you various reminder lists before the year ends to cut your tax liability.  (i.e. examples include 10 actions to maximize donation deductions, 15 things to do before closing your asset records, 9 ways to reduce payroll taxes, 4 items to include in W-2 calculations).

If potential customers sign up, they may get email notices to tell them to make quarterly estimated federal income tax payments received a week before those payments are due through the year.  This automatic email may also provide a reminder for sales and use tax filings, state income tax filings, and other tax deadlines.

  1. Free market information/leads: Your sales people may know market information that might help the customer expand his own sales, so providing leads throughout the year may be the one point of differentiation that your firm can use to increase sales.

Bank loan officers sometimes recognize a potential relationship between two of its customers and will provide a suggestion to one of them to follow up.  Insurance brokers will recognize potential relationships between their clients and provide suggested leads to its customers.

These leads are appreciated and may turn into lucrative new contracts for the recipient.  Who would not appreciate the insurance broker who helped to provide a solid lead that resulted in a new $1M per year customer?  The ability to provide this information depends upon the age of your sales personnel and how long they have been in the market, how sharp they are and how many questions they ask in order to make potential connections occur.

  1. Cost Savings/ Product Improvements: If your manufacturing company offers to make parts from specifications provided by potential customers, you may have seasoned and sharp engineers on your staff who can offer cost cutting ideas to reduce costs on the design.  Give them value when they present a blueprint to your firm.  If you perform a service and notice your customer wastes money or could save money buying a different item, material, process or providing a different service, offer this information to your customer as part of the service you provide.  Tell the customers you do this to show them options.  They can take the advice or they can ignore it.  It is doubtful they will leave you once they become dependent upon your good ideas, especially if any of them result in substantial cost savings or an improved product for their marketplace.
  2. Order Information – Quantities, Times and Pricing: You would be surprised how many companies are not well served by their internal operating systems.  Unless they are big enough to hire IT personnel, they may not have very sophisticated reporting, especially information provided to your buyers.  You can help fill in this gap by offering to give a customer his purchasing history by part number when he needs it and when he asks for it.  Offer this service to your customer.

Tell the buyer to describe what he needs from you and you will send him the report he wants when he wants it.  If he wants to know all of the quantities and frequencies of the products he buys from you, give it to him and ask if he wants it weekly, monthly, quarterly or by year.  Design what he wants, make it available to him upon demand and tell him he can ask for it 24/7.  Make it far easier to get it from you than to get it internally; once you spoil him, you will be more likely to receive the orders you want.

  1. Availability for your client to your discounts as a buyer: Your firm has availability of discounts with outside vendors your client does not.  Go through the vendor names you pay each month and list their products or services you buy every day at prices cheaper than those your clients are offered.

Example 1:  Weddings:  Your client wants you to arrange her wedding from beginning to end.  You can get a better price on the custom wedding cake than she can buy direct.  You have been smart and arranged special pricing for honeymoon trips with a local agency when they are arranged as part of your overall wedding package.  You have a special discount with a great florist in town that your client cannot get by herself.

Example 2:  Metal Manufacturer:  You are given an order to make 500 parts for a customer who does not primarily sell metal parts.  You can get a better price on the metal because you buy millions of dollars from the source.  You have precise laser machines that cost $1M each that few machine shops own.  You have an engineering staff of seven people who do nothing but sit all day and take costs out of parts to boost the bottom line.  Your customer cannot afford all this nor does he have the time.  You offer great value to him in one package.

Example 3:  Property Tax Protest Firm:  Your firm has many tax experts that fight property tax assessments every day downtown in your city.  They have seen appeals and those who lost their arguments because of poor planning.  After gaining a lot of experience, they now know the tax officials in your county and know what will work and be accepted to save the client money and what actions will not.  They know the loopholes and areas where there are tax saving opportunities for the client.  They do this all of the time and the client does it once per year.  They sell their experience for their fee.  They notify the client before yearend about what can be done before the year closes how to further reduce property taxes.  They remind the client how valuable their service is by putting ideas in front of them constantly throughout the year.

Example 4:  Insurance Broker:  A broker does not derive his salary from one firm.  He sells for multiple insurance companies and only gets repeat business when the client saves money.  The sharp ones are on the telephone informing their clients where the risks reside in the client’s business and what can be done to reduce this risk (i.e.  Safety training, safety inspections and audits to ensure safe practices and legal compliance, review of drivers’ records, review of workers’ compensation rates, etc.).

  1. Free Fast Replacements For Rejects Or Free Immediate Repairs: Depending upon your industry or product, consider free replacements for a period of time after purchase, or a guaranteed turnaround on repairs (repair within 24 hours, 2 business days, one week, you pick the reasonable time frame to settle down irate customers).

What will you do when your product fails or your service is lousy?

Example 1:  You might consider a loaner car for automotive repairs over $250 or a cheap rental rate ($20/day) for automobiles purchased at your dealership that break down in a warranty period.  This is the real test of your agency; follow-up service.

Example 2:  If you sell lawn mowers, make sure you have a repair service available for the buyers.  It does not have to be part of your company, but no one wants a broken lawn mower with nowhere to get it fixed.

Example 3:  If you were hired to make a product for another company, you will fix the parts that were rejected and promptly send them back at no cost.  You will do this in a reasonable time frame given you have marred your reputation on the first rejection.  The least you can do is respond and fix the problem and recognize time is money; and you wasted your customer’s time.  You also need to consider giving him some free parts (good parts), a credit on the next job or think about sending their buyer some ballgame tickets or a couple of free BBQ coupons to stay on his good side.

Example 4:  If you get complaints about a service that you provided, offer to come to the customer and personally supervise the corrective action.  Give something back to the irate customer unless they are known for being constant complainers regardless of the effort.  Perform the service and then ask the customer if that is satisfactory for him or her.  If they are satisfied, thank them for their patience, give them your business card with your telephone number and tell them “Thank you for your business.” Do it with a smile.

  1. Free Demonstrations: If yours is a business that can allow the potential customer to try your product, keep one or two around for demonstration purposes.
  • Lawnmowers: Let a customer mow part of a lawn.  Turn the machine on and let them push it or allow them to see how easy it is to ride and steer.
  • Automobiles: Everyone knows how hard it is to turn down the opportunity to drive a new car, and once over, how much harder it is to not buy the car if there are great interest rates, easy financing and the sales person is a good one and has matched you with your dream car.
  • Kitchen mixers: If you sell kitchen appliances, ask a potential customer who has shown interest to mix something with your $399 mixer that performs 39 different functions, all laid on a demonstration table in the store in the front of housewares.  Make sure to put something good to eat in their mouth at the end to try and seal the deal.
  • Knives: If you are selling kitchen knives at a demonstration table, allow the customer to see how they work.
  • Sweepers: If you sell sweepers, demonstrate your lighter push model versus your heavier and awkward competitor’s model.  Let passersby sweep up dirt on a carpet and make sure they try both to see the difference and the ease of your model versus that of your competition.
  • Gel Insoles: If you sell gel insoles, let customers put one in their shoe to try so they feel the comfort.  They will want this great feeling in both shoes.
  1. Pricing specials for repeat customers on newer models: As a salesperson, you might use your knowledge of a customer to sell another product sometime in the future.  The one advantage he has in coming to you is the special pricing you can deliver to him as a repeat customer.  Here are a couple of examples.
  • Computers: If you, as a sales person, sold a new computer to a customer three years and a new far superior model has come out, invite that customer to come in for a demonstration because you can offer a repeat customer a special deal.
  • Automobiles: If you sold a new car to a customer three years ago and a newer model he might like has arrived, send him a postcard and give him a special deal if he will come in and test drive a new model.  Of course, if he likes the new model, you can give him a superior trade-in value on the old car which you know well because it has been serviced at your dealership the entire three years.
  • Appliances: If you sold appliances to a customer a number of years ago and can get his attention, you can try to convince him of the energy savings the new models provide if he is interested to come in and browse.  Of course, if he chooses to do that, you can offer him the store’s best pricing for a preferred customer such as himself or herself.