Motor oil. Some dude puts it in your car and you forget about it. Then 5,000 miles later you get it changed by another dude. While there are lots of brands out there, no matter how many additives are added, oil boils down to that stuff that gushes out of the ground--its all basically the same.
My dad sold Pennzoil, a premium priced motor oil for 35 years. He beat the pants off lower priced sellers by flipping burgers to sales.
All salespeople say they want to help a company out. Their product will help a company make a profit, show ROI, you name it. What ever it takes to get the sale. It's almost like a politician trying to get elected. And you wonder why prospects think all salespeople are the same?
Talk is cheap. Walking the walk takes creativity and effort. That's why my dad started grilling. The first time paying for everything out of his own pocket. He didn't just say he was there to serve a dealership, he made the effort to prove it.
Car dealerships can have close to a hundred employees. When my dad showed up with his "grill team," everyone got in line for a home made free lunch. Who is this Pennzoil guy? "Man, he's great!" How many times have you shook hands with EVERYONE at a company that buys your products?
Not only would my dad shake hands with everyone, the owners would line up for a burger, too! What makes more money for a company than happy employees? The owners, the guys with the purse strings, weren't just happy, they were grateful. They were happy to meet with my dad and learn how Pennzoil could help them make lots of money. And they bought lots of the commodity that is motor oil at a premium price.
It wasn't long before dad's territory with just one car dealership using Pennzoil, exploded to be the dominate market leader. Competitors tried to cut their price, but it didn't work. Because service and value always trump a cheap price. Besides if you are quick to cut your price, what does that say about your product quality even if it is a commodity like oil?
So the big question is: What are you doing to show you truly care about your prospects and customers? Taking donuts to their office? Bagels maybe? Please. Any rookie can do that.
The only way to truly dominate your industry is to be a unique, sincere, personal servant. It's as simple as flipping a burger. You just have to do it.
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