When I was growing up, there were certain words and phrases we were not allowed to use (and no, not just the four letter ones. This was the 1960s and those words were not invented until George Carlin came along).
I’m talking about words like:
- Bored — we were not allowed to say, “I am bored.” It showed a lack of creativity and imagination and my mother simply would have none of it;
- Pissah — this word typically was preceded by “Wicked” and was a stable in the suburbs of Boston as a way of describing something extraordinary. Mom just didn’t like the word so that one, too, was off-limits.
But the big one, the one that got both mom and dad riled up the most was, “Shut up!” My parents believed it was unacceptable to say this to each other.
So, this was my framework when my own children were born. Fast forward 30 years or so.
The girls were brought up in the electronic age so they were never bored. There were too wrapped up in the Spice Girls to pick up, "Pissah.” But I did carry on my parents’ tradition and not allow the kids to say, “Shut up” to each other.
Instead, we call them “unspoken thoughts.” Emma, the middle and most exuberant baby, spent very little time thinking. Most times, she would work something out while she talked.
And talked and talked and talked and talked. Emma had no unspoken thoughts.
And neither should you, but for a different reason.
When was the last time you brought an unsolicited idea to a customer? When was the last time you looked at an upcoming repeat order and thought to yourself, “I wonder if there’s a better solution”?
These are the kinds of unspoken thoughts you must practice in order to remind the customer why they buy from you.
While you are reading these words or watching the video, someone is making a sales call on your account. If they listened to one of my sales tips, they’ve heard me say how important it is to prepare by doing research on the company and speaking to the business needs. By providing a steady flow of ideas, you ward off any competitors. Your customers are comforted knowing that you are continually and constantly working for their business.
Further, you need to inform your clientele in no uncertain words how your unspoken thoughts are your way of saying, “This is why you buy from me.” Point it out to them as they might not see it on their own.
This tip might just save you from losing an account.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at firstname.lastname@example.org or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.