Set yourself apart from your competitors and win the sale…
I experienced really good selling recently, and I wanted to share the experience with you because I think it can be applied to your business and my business. It’s a really great lesson to remember. We’re putting together our 2nd annual Service Autopilot Conference. It will be in November. We’ve pretty much finalized everything at this point.
About a month ago we were finalizing the hotel that we were going to hold the event at, and it’s an expensive proposition. We’re signing a contract with the hotel for about $125,000 to put on this event. We went, 5 or 6 of us, and we toured the final 3 hotels that we had decided will work for us.
One of those hotels is pictured on my screen. You can see it in the back, it’s the Anatole Hilton in Dallas. We went and they did a first class job. As soon as we walked in the door they had several people waiting for us, and then they ushered us into the hotel and took us to one of the 6 restaurants. They had desserts and drinks and all kinds of things set out for us. The lady that was essentially running the show, and she had 5 or 6 people there with her to help answer questions, she was asking us all kinds of questions about what we cared about, what were our top concerns, what kind of problems did we have last year at our conference at a different hotel, on and on. She was fact seeking. She was looking for selling points, all while we enjoyed drinks and dessert. After that, they did a fantastic job showing us the property.
Somewhere in the course of that conversation, it was mentioned by John, my business partner … In one of the auditoriums that we looked at there were some candies sitting in a little bowl on one of the tables, and he made an offhanded remarkable about “Oh, this is a great hotel, this is my favorite candy.” That was it. We spent a couple hours with them. They gave us gifts on the way out, and that was it. We went on to the next hotel.
About 2 hours after we got back to our office, and our office is a good ways, it’s, I don’t know, 10 or 15 miles away from this Hilton, a courier came to our office with this big bag that you can see on my screen, and a thank you card. They filled this bag with tons of these candies that John loves, and they delivered it with a thank you note. You can see Ashley was running the show on this one, that’s why her name’s on it, but then you can look inside the card and you can see that she wrote a card to us, and was thoughtful enough to send these candies.
We were really happy with the hotel, but we also have 2 other really good contenders, and almost immediately it was like “We want to do business with them.” It completely re-framed how we were thinking about them and where they stacked up in the line-up of the final 3. Like, “If they do this trying to make the sale, what might they be like when we actually do business with them? Maybe they should get the contract.” It was dramatic how through the rest of the day the way we talked about them as compared to the 2 other hotels changed.
Why I wanted to share this with you is what is it that we as business owners and as salespeople can do to change the way our potential customer looks at us? What are these like things? This cost them 20, 30 bucks in courier fees, some candy and a few minutes. Nothing, something really small. That would even be worth it if your sale was only a 1000 bucks; in this case it’s 125,000 dollars. Even if it’s a small sale, that’s hardly any money to spend to really put yourself in a position where there’s a high probability that you’ll win that deal. It’s really smart business, and she did a really smart job of paying attention and probing for what our needs were so that she could answer objections and put herself in a position to win the business.
The other thing I’ll mention, I think I’ve said it before, is over the years at Service Autopilot we’ve received tons of cards. I’ve received a bunch of, and other people have received a bunch of gift cards to local restaurants. We’ve received catered-in lunch to our company from our clients. A lot of clients have sent us all kinds of gifts and said thank you. The clients that do that are known by our team and they’re remembered by our team. Our support team and our training team almost feel differently and see them differently because they become more human, it becomes more personal. Of our thousands of customers that we have here at Service Autopilot, those that actually do things like that, they suddenly stand out. Our whole team knows who they are. That’s a really great lesson. How can we as owners and salespeople do that so that we stand out among the pack?
I hope this helps and I hope you can find a way to apply it to your business.