No matter who they speak with in your business – in their eyes they are all ‘the company’.
In a pre-digital world, there were salespeople and everyone else. Now a prospect can understand a business across a myriad of social media channels before they speak to anyone in your business. They read comments posted online, they judge the quality of your content, the reviews of your products and how the company responds. This is all before they speak to a ‘salesperson’.
No matter who they speak with in your business – the receptionist, customer service, someone in the delivery dock, an engineer – in their eyes they are all ‘the company’.
The client doesn’t care about the job titles of the people they come into contact with. What they will notice is whether everybody in the organisation is in synch with the ‘brand’ or not. Being consistent across every touchpoint builds trust.
So everyone in your organisation has a shared accountability for how the business is represented and how attractive the company is for people to want to buy from them.
When it is understood that every person in your business is in sales, it becomes obvious how customer experience and customer service is the new sales.
To be in synch means everyone in the business understands:
- Exactly what the business does,
- How it delivers value to its customers,
- The commitment the business has made to service its customers,
- How imperative it is to HELP a customer or prospect,
- What it means to BE the brand.
When everyone is ‘singing from the same hymn sheet’ it supports:
- Customer satisfaction and retention,
- Staff alignment,
- Stronger teamwork and
- Business growth!
Imagine if every person in your business had the same training as a salesperson. How valuable would it be if everyone understood the power of?
- Active listening
- Insightful, open ended questions
Next time anyone says ‘but I’m not in sales’ – ask them what they think a salesperson actually does. Because salespeople don’t just sell, they build relationships, they build trust, they listen and solve problems. They help people. Isn’t that the philosophy that everyone should be adopting so customers want to buy from you and stay with you?
Sales training for the entire business. Now that is evolutionary!