Increased Aggressive Selling = Increased sales
Increased Aggressive Selling = Increased sales
opened in my market I thought, “It cannot get any more competitive.” I was wrong. In the 1980’s the big box
discounters came to town with bigger and brighter stores. As I watched my sales start to decrease and my
customer base start to erode I knew I had to do something to stop the bleeding and start gaining sales and profitable
customers quickly. I could not out advertise the competition. They had what seemed to me unlimited dollars to spend. But I could outsmart them. Outsmart them by becoming a more aggressive marketer and seller.
Marketing is how you get the customer in your front door or to call you.
Selling is how you get the customer to exchange their money for your products and services.
To make sure our people did not become in-your-face aggressive, you know like the perception of the used
car salesman, I created 100% Customer-Centered Aggressive Selling: 100% Customer-Centered means
everything you do and say is about the customer, not about you or the business.
Regardless of how you feel about Wal-Mart you’ve got to believe that Sam Walton was onto something when he
said, “There is only one boss: the customer. And he can fire everybody in the company, from the chairman on
down, simply by spending his money somewhere else.”
Think about it. Every employee in your business, from the person who signs the paycheck to the person who
sweeps the floor and cleans the restrooms, ultimately reports to the same boss: THE CUSTOMER. All the
customer has to do to figuratively fire everybody is to simply take his or her business somewhere else. If enough
customers actually do take their business elsewhere – then everyone, including the owner could soon be out of a
job.
My sales increased immediately and my business grew quickly when we became “Aggressively 100% Customer-
Centered.” Simply stated, being 100% Customer-Centered means that everything you say and do is about serving the customer. “Well, of course,” you say. “Everyone knows that focusing on the customer and taking good care of the
customer is what successful business is all about.” If this is such a fundamental truth why has the American
Consumer Satisfaction Index actually declined in four out of the last five years? And why isn’t every business
person rich?
Fact # 1 People Love to Buy, But Dislike to be sold.
Fact # 2 People buy when they feel they are in control.
When you, your business and your employees are 100% Customer-Centered
The customers feel:
1. Valued, respected and appreciated.
2. In control.
They come back to buy from you over and over again.
Being 100% Customer-Centered has to come through in every aspect of your sales, marketing and advertising.
Even though something as seemingly insignificant as your telephone message.
For example, here is a phone messages that is NOT 100% Customer-Centered:
“Thank you for calling The Consulting Co. I can not take your call as I am on the phone or away from
my desk. Leave your name and number and I will return your call.”
Contrast that messages with a 100% Customer-Centered messages:
“Hi this is Bob Janet, Sales Growth Now. I am sorry I cannot take your call, Please leave your name
and number and I will return your call and help you increase your sales and profits. Guaranteed.
Thank you.
Simple test to tell if you are being 100% Customer-Centered.
If the Customer can say either of the following to anything you say or do you are not being 100%
Customer-Centered.
“What’s in it for me?”
“So What?”
By being 100% Customer-Centered you will differentiate your business, in a very positive way, and build loyal
and long-term profitable relationships.
Once my business became aggressively 100% Customer-Centered and everyone was thinking in only one point of
view. The customers, I realized four things the customer was always asking me for.
Like yours, my customers were busy with driving the kids to and from school, the kid’s social activities, their own
clubs, meetings and social events. Not to mention the hundreds of things they are doing to maintain a household
all while holding down a full time job. To save time your customer is a regular at fast food outlets, ATM banking,
fast checkout lines, pay at pump gas stations and many, many more time saving facilities. All this time saving
activity tells us the customer wants sellers to aggressively:
1. "MAKE IT QUICK FOR THEM. They do not have time to waste.”
Business names with words like “Quick,” “Jiffy,” “Instant,” “One-hour,” and “Speedy” are common.
Jiffy Lube International, which offers a ten-minute oil change, has grown to over one thousand
outlets. Even overnight mail is not fast enough for your customers. Facsimile machines and email are
now widely used to transmit documents across the world in seconds. Your customers constantly
patronize fast food restaurants, drive through banks, and drive through car washes.
2. “MAKE IT EASY FOR THEM TO UNDERSTAND YOUR BENEFITS"
Aggressively listen to your customers. Listen to what they want the product to do. Listen to their
problems they want solved. Tell them the benefits they will obtain from buying your product or
service. Tell them why they cannot live without your product or service.
3. "MAKE IT EASY FOR THEM TO BUY"
Be aggressive with flexible options for them to pay by cash, finance, use charge cards or lay-a-way.
Have flexible delivery schedules to accommodate their schedule.
4. "DON'T LET THEM DOWN"
Aggressively do what you say you will do. Deliver on time. Make the paperwork easy.
Be easy to get in touch with. Give the good service you promise.
For years the # 1 Rule in Selling was: The one who solves the customer’s needs and problems the
easiest for them will get the sale.
In today’s highly competitive markets it is: The one who aggressively solves the customer’s needs and
problems the easiest and fastest will get the sale.
So what is aggressive good service?
The best explanation I ever heard of delivering aggressive service came from Reggie Jackson, the great home run
hitter for the New York Yankees. During a keynote presentation when Reggie was the spokesman for Hitachi
Electronics he told the audience how he became a great home run hitter, even though he was not a top-notch
athlete, and how he always succeeded in everything he attempted, even though he was only of average intelligence
and ability. Reggie Jackson’s father taught him to always practice W.I.T. Whatever it takes! The story he told
that evening was about how one of his duties as a young boy of 10 years old was to purchase his father a pint of
Neapolitan ice cream (vanilla, chocolate and strawberry) every evening. His father would give him a quarter and
off to the corner grocery store he would go. One evening the grocer was sold out of Neapolitan ice cream.
Did little Reggie go back to his father and tell him of the problem? NO. He had learned to be aggressive. He
went to his uncle’s clothing store a few doors down from the grocery store, borrowed fifty cents and purchased a
pint of vanilla, a pint of chocolate and a pint of strawberry ice cream.
Aggressive W.I.T. Whatever it takes to deliver the customer the very best service they have ever experienced
is what the top sales producers practice.
I never want to be remembered for the products I sold my customers.
My competition sells the same products.
I want to be remembered for the great
To become “100% Customer-Centered Aggressive” all you have to do is increase the level of service you
provide your customers and always look at everything about your sales process and business from only one
point of view—The Customers point of view.
Increased Aggressive Selling Increased sales - To learn more about this author, visit Bob Janet's Website.
Like this article? Share it with your friends
In the 1970’s as more and more mom and pop businesses selling the same products and services I was selling
opened in my market I thought, “It cannot get any more competitive.” I was wrong. In the 1980’s the big box
discounters came to town with bigger and brighter stores. As I watched my sales start to decrease and my
customer base start to erode I knew I had to do something to stop the bleeding and start gaining sales and profitable
customers quickly. I could not out advertise the competition. They had what seemed to me unlimited dollars to spend. But I could outsmart them. Outsmart them by becoming a more aggressive marketer and seller.
Marketing is how you get the customer in your front door or to call you.
Selling is how you get the customer to exchange their money for your products and services.
To make sure our people did not become in-your-face aggressive, you know like the perception of the used
car salesman, I created 100% Customer-Centered Aggressive Selling: 100% Customer-Centered means
everything you do and say is about the customer, not about you or the business.
Regardless of how you feel about Wal-Mart you’ve got to believe that Sam Walton was onto something when he
said, “There is only one boss: the customer. And he can fire everybody in the company, from the chairman on
down, simply by spending his money somewhere else.”
Think about it. Every employee in your business, from the person who signs the paycheck to the person who
sweeps the floor and cleans the restrooms, ultimately reports to the same boss: THE CUSTOMER. All the
customer has to do to figuratively fire everybody is to simply take his or her business somewhere else. If enough
customers actually do take their business elsewhere – then everyone, including the owner could soon be out of a
job.
My sales increased immediately and my business grew quickly when we became “Aggressively 100% Customer-
Centered.” Simply stated, being 100% Customer-Centered means that everything you say and do is about serving the customer. “Well, of course,” you say. “Everyone knows that focusing on the customer and taking good care of the
customer is what successful business is all about.” If this is such a fundamental truth why has the American
Consumer Satisfaction Index actually declined in four out of the last five years? And why isn’t every business
person rich?
Fact # 1 People Love to Buy, But Dislike to be sold.
Fact # 2 People buy when they feel they are in control.
When you, your business and your employees are 100% Customer-Centered
The customers feel:
1. Valued, respected and appreciated.
2. In control.
They come back to buy from you over and over again.
Being 100% Customer-Centered has to come through in every aspect of your sales, marketing and advertising.
Even though something as seemingly insignificant as your telephone message.
For example, here is a phone messages that is NOT 100% Customer-Centered:
“Thank you for calling The Consulting Co. I can not take your call as I am on the phone or away from
my desk. Leave your name and number and I will return your call.”
Contrast that messages with a 100% Customer-Centered messages:
“Hi this is Bob Janet, Sales Growth Now. I am sorry I cannot take your call, Please leave your name
and number and I will return your call and help you increase your sales and profits. Guaranteed.
Thank you.
Simple test to tell if you are being 100% Customer-Centered.
If the Customer can say either of the following to anything you say or do you are not being 100%
Customer-Centered.
“What’s in it for me?”
“So What?”
By being 100% Customer-Centered you will differentiate your business, in a very positive way, and build loyal
and long-term profitable relationships.
Once my business became aggressively 100% Customer-Centered and everyone was thinking in only one point of
view. The customers, I realized four things the customer was always asking me for.
Like yours, my customers were busy with driving the kids to and from school, the kid’s social activities, their own
clubs, meetings and social events. Not to mention the hundreds of things they are doing to maintain a household
all while holding down a full time job. To save time your customer is a regular at fast food outlets, ATM banking,
fast checkout lines, pay at pump gas stations and many, many more time saving facilities. All this time saving
activity tells us the customer wants sellers to aggressively:
1. "MAKE IT QUICK FOR THEM. They do not have time to waste.”
Business names with words like “Quick,” “Jiffy,” “Instant,” “One-hour,” and “Speedy” are common.
Jiffy Lube International, which offers a ten-minute oil change, has grown to over one thousand
outlets. Even overnight mail is not fast enough for your customers. Facsimile machines and email are
now widely used to transmit documents across the world in seconds. Your customers constantly
patronize fast food restaurants, drive through banks, and drive through car washes.
2. “MAKE IT EASY FOR THEM TO UNDERSTAND YOUR BENEFITS"
Aggressively listen to your customers. Listen to what they want the product to do. Listen to their
problems they want solved. Tell them the benefits they will obtain from buying your product or
service. Tell them why they cannot live without your product or service.
3. "MAKE IT EASY FOR THEM TO BUY"
Be aggressive with flexible options for them to pay by cash, finance, use charge cards or lay-a-way.
Have flexible delivery schedules to accommodate their schedule.
4. "DON'T LET THEM DOWN"
Aggressively do what you say you will do. Deliver on time. Make the paperwork easy.
Be easy to get in touch with. Give the good service you promise.
For years the # 1 Rule in Selling was: The one who solves the customer’s needs and problems the
easiest for them will get the sale.
In today’s highly competitive markets it is: The one who aggressively solves the customer’s needs and
problems the easiest and fastest will get the sale.
So what is aggressive good service?
The best explanation I ever heard of delivering aggressive service came from Reggie Jackson, the great home run
hitter for the New York Yankees. During a keynote presentation when Reggie was the spokesman for Hitachi
Electronics he told the audience how he became a great home run hitter, even though he was not a top-notch
athlete, and how he always succeeded in everything he attempted, even though he was only of average intelligence
and ability. Reggie Jackson’s father taught him to always practice W.I.T. Whatever it takes! The story he told
that evening was about how one of his duties as a young boy of 10 years old was to purchase his father a pint of
Neapolitan ice cream (vanilla, chocolate and strawberry) every evening. His father would give him a quarter and
off to the corner grocery store he would go. One evening the grocer was sold out of Neapolitan ice cream.
Did little Reggie go back to his father and tell him of the problem? NO. He had learned to be aggressive. He
went to his uncle’s clothing store a few doors down from the grocery store, borrowed fifty cents and purchased a
pint of vanilla, a pint of chocolate and a pint of strawberry ice cream.
Aggressive W.I.T. Whatever it takes to deliver the customer the very best service they have ever experienced
is what the top sales producers practice.
I never want to be remembered for the products I sold my customers.
My competition sells the same products.
I want to be remembered for the great
To become “100% Customer-Centered Aggressive” all you have to do is increase the level of service you
provide your customers and always look at everything about your sales process and business from only one
point of view—The Customers point of view.
Increased Aggressive Selling Increased sales - To learn more about this author, visit Bob Janet's Website.
Like this article? Share it with your friends
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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