Jim Estill, Author (Time Leadership) and Blogger(CEO Blog-Time Leadership), and CEO and President of Danby, The Leader in Refrigeration and Specialty Appliances based out of my home town of Guelph, Ontario, Canada, has been in the local news a lot lately for his generous funding (personal donation of over one million dollars) and efforts to help over 50 Syrian refugee families settle in Guelph.
But what some may not realize is that Jim started a computer business EMJ Data Systems and later Synnex which he took from 0 – 2 billion dollars.
I have had the pleasure to meeting, connectng and being mentored by Jim on several occasions (as well as following his career from Guelph to New York and back to Guelph).
He shares several of his secrets and insights in this efficient and effective (just like Jim) Ted Talk.
If you own a business, run a business or even work in a business, and want to learn at the feet of one of the masters, it will be well worth the time investment.
He rolled his eyes and thought, “Here we go again.” And as the salesperson droned on and on about his company’s history and about how great his products are.
Here is a tip for all salespeople (and we are all salespeople, selling something) that will dramatically increase your chances of making the sale.
“It’s not about you.”
Your customer doesn’t care whether you have the best product on the market with the most wizbangs and doo hickeys (both technical terms). And they could care less that your company has been in business for 80 gazillion years and that your founder started the company out of dirt and determination.
But what your customer does care about is how those wizbangs and doo hickeys are going to help him do his job better, easier, more efficient and effective.
In short, “Your customer’s don’t care about you or your products, unless you can convey to them how it will help their company and them personally.”
So next time you are in front of a customer and are tempted to spew all kinds of features and company history on them. STOP!!!
Stop and think of how they will benefit from what you have to offer and speak to them in that kind of language. Because that kind of language is music to their ears and will lead to dollars in your pocket.
After writing the post titled: The Key to Reducing Employee Turnover https://relmes.wordpress.com/2008/08/24/the-key-to-reducing-employee-turnover/ I found this quote from Mary Kay Ash founder of Mary Kay Cosmetics http://www.marykay.ca/en/, one of the largest and most successful direct selling organizations in the world:
“Of course I’m concerned about profits and losses. I just don’t give them top priority. If you treat people right, they will work more efficiently and the profits will come in.” – Mary Kay Ash
It sounds like smart advice from a very smart business leader.