Saudade is a wonderful Portuguese word that has no direct translation into English, it describes a distinct sense of longing for something that doesn’t actually exist.
It’s an ‘emptiness’ – as if someone or something should be there – an absence you can feel.
Your prospects and customers are suffering from a form of Sales Saudade, a problem you can cure (and get ahead of the competition) with the 3 Rules of Customer Service.
If you are unaware of these rules, let me start with Rule Number 1 - the rule that everyone seems to know,
“Treat others the way YOU want to be treated yourself!”
Fabulous, quite right – and so you should, it’s a fabulous place to start.
Unfortunately that’s exactly where most people also stop, which is a shame because….
Rule Number 2 explains that – as commendable as Rule Number 1 might be – it falls painfully short of the mark.
Because nobody else is YOU!
Which is why Rule Number 2 tells us to;
“Treat other people the way THEY want to be treated!”
Which – if you think about it – might be completely different to the way YOU want to be treated.
Bryan K Williams calls Rule Number 3 the Double Platinum Rule and explains it with this story;
A guy goes out to his car only to find that the front right tyre has been stolen…completely gone! So he puts the spare wheel on, and drives to the garage.
After explaining what had happened, he orders a new tyre. The attendant takes the order and tells him it’ll be in the following day.
On his way out, the manager stops him and asks if he got everything he needed.
He says “yes thanks“ and then goes through the events of his traumatic morning - to which the manager asks,
“So you’ve ordered some wheel locks now have you?”
The customer has never heard of a wheel lock so the manager explains that they prevent tyres from being stolen and he really should consider ordering some.
Of course he should – that’s a great idea – if he’d had them this morning none of this would have ever happened.
On his way out he goes to see the attendant who took the order,
“Why didn’t you recommend the wheel locks?”
And the attendant says, “I gave you everything you asked for!”
And that neatly brings us onto Rule Number 3 which is;
“Treat other people the way THEY DON’T EVEN KNOW they want to be treated!”
And your prospects feel it all the time.
The feeling you get when something isn’t right, but you don’t know what would make it better – just a distinct sense of longing for something that doesn’t appear to exist.
No amount of searching on the internet or meetings with your peers can deliver the answer – because you don’t even know the question.
It’s like feeling a dream you can’t quite remember.
Your prospects desperately need YOU to find THEM – to cure their Saudade,
It’s not an easy job.
Strangers – especially sales strangers – are a tough crowd to let in.
But just because they don’t recognise you as the answer to their problems right now shouldn’t put you off forever.
As Zig Ziglar wrote;
“Customers don’t change their mind. They make a new decision based on new information which produces a new feeling.”
Until next time
This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on 0844 293 9777 or request a call back by going to our Contact Page HERE.
You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.
We create bespoke sales training days from as little as £185 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.
0844 293 9777
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