1. Awareness | Soul of Sales - The Nine Universal Laws

To progress in sales, awareness is the key that unlocks the first door to success. You need to amplify your awareness that sales is all about service excellence. It is critical for you to realise that the only reason you are in your role is because of the customers you serve.

Sales cannot exist without service. In other words, a salesperson needs and has to be customer focused rather than transactional-focused. You are correct in thinking without the transaction the business will stop but without the customer, the business will be non-existent i.e. will be dead.

As a salesperson, your role is about creating a positive customer experience and a journey that they remember with great appreciation. When you create such an experience and journey you enter the realm of Soul Based Service Excellence.

According to a study by NewVoiceMedia, US companies are losing over $62 billion per year due to poor customer service. In fact, 67% of customers have hung up the phone out of frustration because they could not get through to a real person. This highlights the critical role that customer service plays in retaining customers and driving sales.

To be successful in sales, you must have a deep awareness of what it truly means to excel in customer service. Your success in this field depends on your ability to put your customers first and focus on creating a wholesome experience for them.

It's essential to understand that sales and service are intimately connected. Without customers, there can be no sales, and without sales, there can be no business. As a salesperson, you are in a unique position to serve your customers, and by doing so, you can drive the growth and success of your organization.

Businesses that prioritize customer service tend to see a significant impact on their bottom line. According to a study by American Express, 60% of customers are willing to pay more for a better experience, and customers who have positive experiences with a brand spend 140% more than those who have negative experiences.

When you focus on providing exceptional customer service, you elevate your role from a transactional salesperson to a provider of Soul-Based Service Excellence. This means that you are not simply attempting to make a sale; you are there to create an experience that your customers will remember and appreciate for a long time.

One company that has excelled in providing excellent customer service is Zappos. They have built their entire business around the concept of delivering exceptional customer service. Their mission statement is "to provide the best customer service possible," and they have developed a reputation for going above and beyond to satisfy their customers.

To achieve this level of service, you must be customer-focused rather than transactional-focused. This means that you should take the time to understand your customers' needs and wants, and then work to provide them with the best possible experience. By doing so, you can build trust and establish a long-term relationship that can lead to repeat business and referrals.

One story that illustrates the importance of customer service in sales comes from the hospitality industry. Ritz-Carlton is a luxury hotel brand that is renowned for its exceptional customer service. One of their guests, a businessman who was staying at the hotel for a week, accidentally left his laptop charger in the room when he checked out. He called the hotel and spoke with a staff member who promised to look into the matter. A few days later, the guest received a package in the mail containing his charger, along with a note from the staff member thanking him for choosing Ritz-Carlton. This simple act of going above and beyond to assist the guest not only created a positive experience for him but also ensured that he would be a loyal customer in the future.

Research and real-life examples demonstrate the importance of customer service in sales. Companies that prioritize customer service tend to see higher customer retention rates and increased sales.

Here is a framework for building awareness in sales:

1. Know your customer: The first step in building awareness in sales is to understand your customer. This means understanding their needs, wants, pain points, and preferences. Take the time to do your research and gather as much information as possible about your target customer. This will help you tailor your approach and communication to better resonate with them.

2. Know your product/ service: In addition to knowing your customer, you also need to have a deep understanding of your product or service. This means knowing its features, benefits, limitations, and how it compares to your competitors. The more you know about your product, the more confident you will be in selling it to customers.

3. Be confident: Confidence is key in sales. Believe in yourself, your product, and the value it can bring to your customer. This will come across in your communication and build trust with your customer. Remember, confidence is contagious, and it can help you close deals and build long-lasting relationships with your customers.

4. Build relationships: Sales is all about building relationships. Customers are more likely to buy from people they trust and feel comfortable with. Take the time to get to know your customer on a personal level. This means asking questions, listening actively, and being empathetic. By building relationships with your customers, you can establish trust and increase the likelihood of repeat business.

5. Continuous learning: Finally, to build awareness in sales, you need to be continuously learning. This means staying up-to-date with industry trends, learning new sales techniques, and seeking feedback from your customers and colleagues. The more you learn, the better equipped you will be to handle different sales situations and the more successful you will be in your role.

By following this framework, you can improve your sales skills, build long-lasting relationships with your customers, and achieve sales success.