It’s easy to get caught up in the financial realities of our jobs: revenue goals, profit margins, quotas, pipelines. But at the end of the day, we need to ask ourselves, “What is the common denominator of all these?” The answer? People.
It’s essentially people that build your revenue goals, profit, quotas, and pipelines. The people who are your customers. But we all know that everyone we meet each day does not become our customer. They may choose to postpone a decision, select another vendor, do it internally, or simply not have a need for our services at the time. And while there is no guarantee that anyone will become our customer, it should never dictate what we provide for them. In other words, each interaction with a potential customer should have one goal – providing value. Value can be provided in a number of ways:
- Helpful tips
- A connection to another professional
- Industry trends
- Unsolicited validation of their current status
- Honest feedback
- A referral to a free resource
Providing value will elevate your status in the eyes of those you meet. It will build your credibility as someone who actually cares and isn’t just trying to “close the sale.” It will have a ripple effect, too. People will share with others what value you provided them, which in turn will keep you visible. That person may not become your customer at that moment, but by adding value you have left a permanent mark in their lives. They will remember you. And chances are they will come full circle, right back to you – as your new customer.
Keep it personal.