Little Things Make Big Differences Wisconsin

I've observed quite a few great salespeople over the years. I make it a point to pay attention whenever anyone's trying to sell me something, and some of what I've learned from these observations has been incorporated into my own selling style. They say imitation is the most sincere form of flattery. I say life is about learning. Either way, anyone who's serious about selling should be serious about learning how to do it more effectively.

Here, I think, is my most compelling observation about great salespeople. What sets them apart is not some big thing. It's really more that they master the little things that can make a big difference.

No Problem!

Here's one of those little things. The phrase "no problem" has crept into modern vernacular, and every time a salesperson says it to me, I start to get worried. More often than not, it seems, some problem develops and I don't end up getting what I wanted. I remember an experience, though, when a salesperson used a different strategy. It was a situation where what I was asking for was very reasonable, and there was plenty of time to get it done, and I think 99 percent of the salespeople in the world would have said "No Problem!".

"I'm 90 percent sure we can do that," is what this salesperson said. "But let me check to make 100 percent sure, and if I see any problem, I'll call you before the end of the day."

At around 4:00 PM, my phone rang. "Mr. Fellman," the salesperson said, "I promised I'd call if I found any problem with getting you what you want when you want it. I checked with my people, and unless something completely unforeseen comes up, we'll have it to you then. In fact, if it turns out that we can get it there sooner, will you be ready to take it?"

Think about what transpired here. First, the salesperson differentiated himself by not giving me a shallow, typical, salesperson response. Second, he implied that I'd only hear from him if there was a problem, but then he called anyway to confirm that everything looked good. Third, he qualified his response by saying "unless anything completely unforeseen comes up." Fourth, he presented an early delivery as a possibility without making a commitment to it, setting up the situation where he could "under-promise then over-perform."

Fifth, the last thing he said to me was: "Okay Mr. Fellman, don't hesitate to call me if you have any questions between now and then, and you can be sure I'll be calling you if anything unforeseen comes up." As it turned out, he didn't have to call me with bad news, though he did call me the day after the delivery to make sure that I was happy.

To me, that's a story about six little things that added up to one big thing—a happy customer!

David M. Fellman is the president of David Fellman & Associates, Cary, NC, a sales and marketing consulting firm serving numerous segments of the graphic arts industry. Contact him at 919-363-4068 or visit his website at www.davefellman.com.