How to stop the Buddy’s, Chiefs, Champs and Mates (your clients) being asked if they’ve been fixed-up.
We all know that we never get a second chance to make a good first impression. As part of an assignment to increase sales and margins with an agribusiness, we conducted mystery shopping surveys and documented over 30 different client greetings!
Two of my favorites were: “G’day mate, have you been fixed-up yet? My sense of humour is not always funny so I refrained from replying, “No, but my wife’s been on my back about getting it done.” The other memorable greeting was, “Hey Chief, do you need a hand?” This may have been an appropriate greeting if I was wearing a head dress made of feathers.
The promotional (or communication) mix is one of the four P’s of marketing: Product, Price, Place, Promotion. When prompting and selling consumer or retail products, the order of importance is:
However, when promoting and selling the majority of agricultural products, which is business-to-business selling, the order of importance is:
Best Practice: remember and use client's names
The first step in establishing a relationship with another person is to remember and use their name or accepted nickname. If though, a client rides into your store on a horse, wearing a head dress made of feathers, then you could call him Chief.
The benefit of setting personal selling standards
Reason #1: Improve outputs by improving inputs.
As general rule, improving business outputs – gross profit, sales, client satisfaction, low levels of rework etc. – is dependent on improving business inputs in sales. We have helped clients improve sales and margins by agreeing on and implementing sales improvement and margin protection standards, policies and procedures (inputs).
Reason #2: Not everyone is the same and the majority of clients would rather we use their names and not call them mate!
When it comes to dealing with clients you should just treat them how you want to be treated. Right? No, wrong. Not everyone is like you. You wouldn’t develop a marking plan based on a random sample of one survey, would you?
We encountered a sales person in a rural supplies store who was discounting most of their sales. He explained that he was just treating clients how he wanted to be treated when he went shopping!
Set personal selling standards.
You could meet with your team to discuss and agree on standards for:
What you could do with the personal selling standards once staff have signed off on them:
So then Chief...all the best in setting personal selling standards for your team and stopping the 'Buddy', 'Darls', 'Mates' and your clients being asked if they've been fixed up!