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scottcrone-blog · 8 years ago

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Sales Tips From An Unlikely Source

This may just be the strangest article you have ever read on sales and customer service. My story revolves around an unlikely tutor, a liquid waste technician. You may know it more colloquially as a “honey wagon” man.

I live in the country and as such do not have access to municipal water or sewer service. For people who live in the “sticks”, we use septic tanks to handle all our waste water from sinks, showers and toilets. Septic tanks, depending on the size of the house and people in it, generally need to be pumped out every three to five years. My tank was due and I called the same guy who had serviced it for the past 12 years.

Pumping out septic tanks is not the most glamorous job there is. Nor do I imagine there is a line-up of people clamouring to take it on as a career. The profession can attract a variety of characters with varying degrees of professionalism. My particular septic serviceman has consistently impressed me. I think of myself first as a “sales guy,” I am always thrilled when I receive great service in a store. Conversely I have a short wick for people that deliver poor service or act as “order takers”.

I’ve been telling my septic guy for years that I could do an instructional video on him. If the gang from the Fish video could make it work – surely my guy would be worthy. Unfortunately he doesn’t want the attention or fame. For the purposes of this story I will keep him anonymous.

I have tried to break down his approach to seven steps. These steps are so basic and common-sense to the sales process that they often are overlooked.

Step One: Pre-visit qualification and expectation setting

When I phoned in the request for service, his staff asked me some pre-qualifying questions just to make sure they were truly needed or if it was a simple fix that I hadn’t considered. This built trust as I knew they weren’t quick to just grab my money regardless of need. After it was determined that I did indeed need a pumping out, they arranged the first available time and I was given a window of when to expect him to my house. Secondly, I was told to clear the openings to the septic tank so that it would be ready and he could efficiently deal with my problem. It meant a little shovel work on my behalf; I needed the exercise.

How many of us go to meetings or pitches only to find out the prospect really didn’t need what we were selling? Asking a few questions ahead of time eliminates that risk. As well, good questions provide great insight as to what the prospect may need and you can tailor your visit accordingly. Setting expectations prior to the call is critical. If you need your prospect to have certain documentation ready or whatever the case may be – it will save you time and make the meeting run much more smoothly.

Step Two: Make a great first impression

Many septic tank pumping services embrace the whimsical and have fun with what they do. You’ll see funny slogans on their trucks like “Honey Wagon” or “Stool Bus” and the ever popular “We’re #1 with #2.” But not my guy, he played it straight – because that works for him. I’m not saying don’t be funny, but do what works for you.

My septic guy shows up and his truck is pristine. It glistened in the sunlight. The paint, the chrome it all sparkled. Not a trace of dirt anywhere. And when he stepped out of his truck he was wearing navy blue pants and a crisp white shirt with his name on it. There were embroidered patches of the Canadian and American flags over his left shirt pocket. Viewed from a distance he could have passed for a naval officer. My first thought was, “this guy is serious and takes his business seriously.” So ask yourself, what do your prospects or clients think when they first see you? Do you project the image you need to? Are people left with the impression that you deserve their business?

My septic guy greets me with a firm handshake and presents me with his business card, as would a lawyer, real estate agent, insurance broker, or any other professional for that matter. He then put on a pair of white cotton gloves and got me to show him where my tank was.

Step Three: Make a connection

I remember the first time I met my septic guy, he was asking me all sorts of questions. What did I do for a living, how long have I lived at my current home, where did I come from, etc. He was trying to find commonality and wanted to understand me better. As well, he did something really important; he kept using my name during our chat. As Dale Carnegie noted in his book “How to win friends and influence people,” there is no sweeter sounding word than that of your own name.

Another tactic he used was the compliment. He told me what a beautiful home I had. Compliments used sparingly endear you to your prospects or clients. Shower your clients with too many compliments and they look insincere.

Step Four: Leave your client smarter

While pumping out my tank, the septic guy pointed out a build-up of residue left behind by certain detergents. He asked me what I used in the dishwasher and laundry. Apparently my brands were known to leave behind heavier build-up and could impact the effectiveness of my tank. He took a moment to educate me on the virtues of some other brands of detergent that would not have such a detrimental impact on my tank and were better for the environment.

I came across some research that indicated that 61% of insurance consumers said that it was very important to get advice or have their policy explained to them. Again, something simple but educating your clients adds value and elevates you in their eyes as a professional. Don’t just be an order taker – share your knowledge with the people you serve.

Step Five: Give 100% and ensure satisfaction:

Most septic tank pumpers would normally come in, drain 98% of the tank and be on their way. Not my guy! He not only drained it but he hosed down the interior and made sure every last trace of sewage was removed. He didn’t have to do this but it was almost as if he was compelled by some obsessive compulsive urge to leave my tank spotless. It quite literally looked as clean as the day it was installed. He almost giggled when he said “we’ll put a sparkle on it for ya!”

He was thorough and wanted to make sure I was happy with what he had done before he closed up the lid again.

Too many sales and service people are quick to grab the sale and run. Buyer’s remorse can be a killer in sales. A statistic provided by AutoTrader.com: 69% of consumers have experienced buyer’s remorse after purchasing a vehicle. That is a shockingly high rate of people who questioned their purchase. Determine what your client’s needs are early on in your meeting so that you can sell to that need. When concluding, be sure to review those needs and how you meet all of them or at least most of them.

Step Six: Promote others

As we were wrapping things up, I mentioned that I had an electrical issue and did he know of anyone who could fix it. With lightning speed my septic guy reached into his pocket and pulled out a stack of business cards and he thumbed his way through the stack and pulled one out. He said, “Give this man a call, he knows what he is doing and won’t rip you off. Tell him I sent you.” He also had cards for contractors, plumbers and anyone else related to concerns I might have with regards to home ownership. He was so quick to promote others and I was curious as to why. I was told he likes to help people and being no fool, he was sure that his gesture would be reciprocated at some point. The lesson is to align yourself with people who compliment and do not compete with you.

Referrals are the most effective and least expensive forms of advertising today, take steps to make sure you are getting your share.

Step Seven: Establish next steps

As we concluded our business transaction, he thanked me for my patronage and asked me pass along some extra business cards to friends and neighbours that might need his service. Then he told me to mark on a card or a calendar for a follow up visit three years forward.

Surprisingly, too many sales people forget to follow up or keep in touch. Your existing client base is your best source for future sales. They’ve already proven they have bought into whatever you’re selling and secondly they should be a rich source of referrals. Nurture your clientele and they will take care of you!

Conclusion:

Congratulations for making it this far. It was with some trepidation that I wrote this story not knowing how it might be received. I admit my septic guy is an unusual source for sales skills. Nothing written above is new. Early on in my career I did sales training so I probably pay greater attention to how I am treated by sales representatives than most. My septic guy gets it. He took a very stale service transaction and made it professional. And I’m sure he’s not alone.

Ask yourself, when was the last time you looked at your sales technique? What could I do better? Or why should someone do business with me?

Depending on your product or service, you no doubt compete with some form of online platform. Your edge is that you can connect personally with your clients and build deep lasting relationships. Most online retailers experience higher return rates than traditional brick and mortar stores. For some categories at Amazon.com the return rate exceeds 25%. That tells me there are plenty of unsatisfied online clients.

Whether you’re selling cars, insurance, or perhaps you are a lawyer starting out in a practice – sales is about people and how you relate and treat them. You’ve trained and studied to get where you are, don’t flush it down the drain because you refuse to self-improve.

Bonus Tips:

1. Commit yourself to continuous improvement - My septic guy didn’t start out a fully formed professional. He has been in the business for 33 years. He kept refining his approach and improved upon it over the years. He read up and talked to others to learn what they did to stand-out among the crowd. Wayne Gretzky always practiced till the day he retired. No matter how good you are, continual self-improvement is essential.

2. Have the right tools – showing up to the pitch without all your tools is a confidence killer. For some their tools are a pry bar or a shovel, for others it might be a laptop or rate table. Don’t be caught without the proper tools at your meeting.

3. Know what you’re worth – my septic guy refused to haggle, not that I tried; because I felt he was worth every peso. I know this doesn’t work all the time and doesn’t always translate across cultural lines. My septic guy refused to budge on price, he knew what his time was worth and would not cheapen his service. If you establish yourself as a professional, act as one. To sell for less is to diminish one’s self.

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