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    Monday
    Jan072019

    In 2019 Work on The Intangibles

    I’ve always taught that the intangibles make a big difference in business. This is particularly the case when it comes to selling. Take for example, retail environments. Customers will pay steep prices when the right words are used by you and your staff.

    Usually those words are linked to the intangibles in the mind of the prospect. When the wrong words are used, you’ll have a difficult time getting basic price points. Here are five examples of words to use during sales interactions.

    “It’s My Pleasure,” a phrase popularized by the Ritz Carlton organization remains one of the best examples of how you can set the stage for any sales conversation. Many young sales professionals will adopt phrases like “No Problem,” which is all too common, and does not convey a high-level interaction. Don’t use it.

    “I’ll Be Right Back With Your Change,” is another phase that is appropriate. In restaurants today it is common to hear servers ask: “Do you need change?” This is an offensive question where the focus is more on the convenience of the server than the service of the patron. It is in fact an approach designed to speed the tipping process. Don't do this either.

    “Thanks for calling. Sara, I’m wrapping up with another customer, and I want to give you my full attention. Can I call you in a moment?” Many sales people make the mistake of offending in-calling customers by saying, “I’m with a customer,” or worse, asking the caller to call back. In an active sales environment, you will certainly have times where you cannot handle multiple customers. The key in this situation is to make the incoming customer knows you are “wrapping up” shortly, to reinforce their value as a customer, and to take responsibility for calling back.

    “I was just about to get in touch with you.” This is a great way to let customers know they are on your mind, and pre-empt any concerns about you not getting in touch with them fast enough. This phrase can set the stage for a great connection.

    "Welcome Sir. Welcome Ma'am." I was recently at a business luncheon and witnessed a young supervisor instructing a member of the wait staff. The young server turned to her supervisor and said, "Yes, Ma'am!" The supervisor yelled at the young person and said, "I am not my mother. Stop calling me Ma'am!" I felt bad for the young woman who was part of the wait staff and the supervisor because terrible instruction was begin given. Today it is common to have servers and just about everyone refer to clients as "Guys," an overly familiar, and in my view, disrespectful wany of addressing clients and customers. One intangible you can address this year is finding another way to address your customers and clients -- unless you run a bar or pool hall, don't say, "Guys!"

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