Many years ago, when I worked in insurance, I used to have to make appointments for my manager to come and see customers with me. When I told certain customers I would be bringing my manager with me, they used to say something like “Oh no, don’t bring him – he’s always trying to sell us something!”
They felt uncomfortable because they thought they were going to be sold to. But they were right to feel that way, because that was exactly what my manager was thinking – “What can I sell them?”
The question is, when you talk to your customers do you do the same as my old manager?
WHAT CAN I SELL THEM?
If you do, then you are looking at your customer through the wrong eyes – you are looking at them with tunnel vision. In other words, you are only seeing the potential of the immediate sale and little else!
If you’re just thinking about the sale, the chances are you will find yourself talking too much about your products and services – in fact you will find yourself just talking too much!
This “tunnel vision” thinking will hamper your opportunity to build a more fruitful business relationship.
Sure, you might succeed in securing a quick, low-value sale. But will they be buying from you for the right reasons? Will it be because they are certain you can help them get the long-term results they want for their business or themselves, or will it be to just get you off their radar?
And if they are simply buying from you to get you off their radar, do you really think they want to buy from you again in a hurry?
It is important to be more wide-screen with your approach. Don’t think what can I sell to them?
Instead, think how can I help them get the results they want?
Ask more questions about their overall business/personal goals (wide-screen) and talk less about your services/products (tunnel-vision)
“What aims do you have for growing your business over the next year?” (wide-screen)
“We do the full package of brochure design, re-branding, and web-sites.” (tunnel-vision)
So, when you next talk with your customers, make sure you’re seeing them in glorious wide-screen, and not limiting yourself to tunnel-vision!
Looking at your customers through the right eyes will help you grow your business for now and the future.