The RockStar Success Library: Enlisting Your Customer's Help

The RockStar Success Library

A collection of articles to help business owners, entrepreneurs, and salespeople become RockStars in their professional lives!

Enlisting Your Customer's Help

Sales streaks are a lot of fun. A lot more fun than sales slumps, that's for sure. I remember when I was selling Cutco knives and I had an awesome sales streak. I went for a month and a half in the fall of 1997 (I'm getting old) without having a no-sale. And it wasn't like I was doing one presentation a week. I was meeting with 7-10 customers a week.

I'd like to think it was my charming personality, great communication skills, and high-quality product that led to this streak. I'm sure they all helped. But I think what really propelled my success was the fact that I was trying to become one of the top sales reps in the country. You see, Cutco had a scholarship competition for its reps who were in college. To win, you had to be in the top 25 in the country.

And I really wanted to win a scholarship. Northwestern University wasn't cheap and every little bit helped. But this isn't an article about finding the inner motivation. What I feel was a main factor in my streak was that I told every single one of my customers what I was trying to accomplish. At the beginning of every presentation, I told my customers, "Thanks for seeing me, you don't have to get anything today, but if you see something you like – let me know, because I'm trying to be in the top 25 in the country." And then I'd show them where I was in the standings.

Customers are like pitchers that you have to fill up with reasons to purchase. Obviously, every reason doesn't hold the same amount of importance for the customer. If you can give them enough value, though, they'll go ahead and act. I doubt that any of my customers spent good money just because I was trying to win a scholarship; but I'm sure that there were a few who were on the fence, and the little bit that pushed them over was helping a college kid (me) pay for school.

In the same way, you can let your customers share in your goals. Do you want to become the biggest retailer of widgets in your area - tell them. Do you want to provide their insurance for the rest of your career - let them know. Are you trying to win a contest in which the prize is a trip to someplace you've never been - share it with them.

The secret here is to be sincere. You can't ask someone to do something they don't want to do just to help you out. The goal is to help give them reasons to do what they already want. Instead of making this a you vs. them situation, you are getting the customer on your side by sharing a little of your "story" with them. Bring them in to the loop, and let them share in your success.

Ten years later, I still have customers ask me about my scholarship competition. And they are excited to hear that I won, because they had something to do with it.

What can you share with your customers?