"I'm the Bug Guy" - How Small Differentiators Can Get the Sale

When the phone or door bell rings around dinner time, often the individual on the other side of the phone or door is usually trying to sell something. I don't know about you, but unless I immediately recognize the voice or the individual (e.g. neighborhood kids on the latest fundraiser) the first words out of my mouth are focused on ending the conversation before the salesperson has a chance to begin.

Recently, I had a unique experience with a door-to-door salesman selling extermination services. There was one, very small thing he did to interrupt my "defense mechanism" when I opened the door. Rather than the usual introduction such as, "Are you the man of the house?" "Are you Mr. Reed?" "Hi, my name is John with xyz company", this individual opened with, "Hi, I'm the bug guy."

Now, I'm sure a lot of exterminators refer to themselves as "buy guys," but starting the conversation in this manner interrupted my automated "get rid of this guy fast" routine and allowed him a few critical seconds where I was actually listening to his words. Aside from his introduction, there were two small, but critical things he did to turn me into a customer.

First, he showed a pictured brochure with fourteen specific steps in their extermination process. I didn't know it took fourteen steps to kill a bug, but the presentation was effective in creating credibility and competence in my mind for this salesperson - two of the three critical factors in building trust. At the same time, while I had dealt with many bug companies in the past, no other company had thought to describe their process.

The other critical "thing" in his sales process was one of the fourteen steps. In addition to spraying for various bugs, they also went around the entire inside and outside of your home with a broom to remove cobwebs. Again, a very small thing that only takes a few extra minutes, but something no other exterminator has offered in the past.

Regardless of the product or service you offer, a few keys to remember:

• Each customer interaction consists of dozens of small actions or opportunities for action that differentiate one product/service provider from another.
• It is the small things you do or don't do during a customer interaction, and how these actions are perceived, that will significantly impact whether you win or lose the sale.
• Always focus on the small actions or steps you can take during the interaction that will increase customers' perception of your credibility, candor and competence.

by Rob Reed  web: www.Terrakon.com   blog: www.MarketingCentricity.com

Comments

[Alex Bellinger]

Good stories, like this one, are always the best way to get a point across. There's an argument for saying the traditional says process needs to be shaken up a bit. Subconciously or otherwise I think most people are now wise to the typical sales pitch. Time to jolt a few expectations, like the bug man. I'll certainly use this example. Thanks for sharing it.