I saw a great quote from a local tradesmen in the paper this morning criticising cold calling and praising the 'personal aspect of sales'. This tradesman is a very knowledgeable, successful local businessman who has built up such a reputation, he recently ran for parliament, gaining a significant number of votes for an independent candidate.
The stand out quote for me was 'in my mind empathy is what sales is all about.' That's something I've often preached on this blog, understanding the pain of the customer and reacting to the problem rather than just selling what you have. People expect more than just a sell, they expect businesses to cater for their needs, to understand the trials and tribulations of their market.
Empathy is a great way of describing this. There is now no excuse for not empathisingwith your customer. There is enough press and information out there to gather and contextualise pains and desires and pick the right time to call and offer your assistance. Why take a shot in the dark, when it's just as easy to turn on the light switch?
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