Three Principles for Building a First Rate Reputation

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Three Principles for Building a First Rate Reputation

Written by Stu Schlackman

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A Push in the Right Direction

There's one type of customer that many salespeople lack on their target lists. Salespeople can work so hard at selling that they forget about creating this unique sales relationship. It's a proven method for accelerating career success. The impact to the bottom line is huge. Statistics show the investment in this relationship returns the company's investment at a ratio of 6:1. If you guessed the mentoring relationship does this, you're right. Here's how you can incorporate mentoring into your selling success.

What is mentoring today? Menttium Corp. is a nationwide mentoring company that matches mentors with mentees. The need for formalized mentoring came when the company founder, Ms. Gayle Holmes, identified the characteristics of successful people. She found they had access to continuing education, had a support system and had a mentor or mentors. Ms. Homes recognized that many companies lacked a formal process for mentoring. That's when she established her company with its mission to facilitate mentoring. Mentoring is a sustained relationship between more experienced and less experienced people. The mentoring relationship is based on reciprocal knowledge sharing. It's a mental investment rather than a financial one. Ms. Brenda Bonin, a director with Menttium, points out that with mentoring today the mentee drives the relationship.

Where are mentors? To find a mentor, the mentee first needs to do a critical self-analysis and identify specifically what skills are needed for career development. Saying you want to learn more about business is too vague. Identifying a need for more negotiation skills is more specific and on target. Other skills could be to learn how to 'manage up' and do a better job of promoting oneself while maintaining humility. Ms. Bonin points out that it is better to look for mentors who are one step away from people you know. She says, “Look for mentors in different industries and functions so you can ensure they have a different perspective from yours."

The job description. The job description for a mentor is to be a good listener, be honest, and be committed to the process. This means making time for regular meetings. Ms. Bonin adds, "Mentors need not have all the answers, they should be able to ask a lot of questions which guide the mentee." While the mentee sets the agenda and follows up, the relationship can develop into different ways of working together. Some mentors and mentees read books together and discuss points to implement. Other mentors have their mentee 'shadow' them so they show their mentee what to do rather than tell them.

It may appear that the mentee is the one who receives all the value of the relationship. Ms. Bonin reports that it truly is a benefit to both parties. Many mentors are at such a high level they lack the day-to-day contact that keeps them in touch with their true customers. Their mentees have this access and provide the information. Seeing the joy of helping someone develop new skills is especially satisfying to many mentors.

Both skills and strategies are key to drive salespeople's success. You can work on them by yourselves, but working alone makes it hard to have all the answers in the areas you need. You need customers for your sales success. If you have a mentor for a customer, you can almost guarantee your career success.

Winning companies are the ones that give power to the employees to make decisions that are in favor of taking care of the customer. Does your culture put the customer first, does it empower the employee to solve the customer’s problem, are your terms and conditions fair, do you follow up in a timely manner and how quick are you to resolve issues and make decisions?

Developing Your Reputation

Customers buy for a variety of reasons and one of the most important is your company’s reputation. Your reputation is a state of being held in high esteem. It’s the core of who you are and what you represent. The question becomes, how did you get there? How did you develop your reputation – being highly thought of and sought after by your prospects and customers?

There are 3 principles for building a first-rate reputation:

Exceeding expectations

Strong return for the investment

Your company’s culture

Exceeding expectations: What expectations do you set with your customer or prospect that gives them an appreciation about how you conduct business?

How are you different from the rest of the pack?

Do you deliver greater service than expected, faster turnaround on delivery, better than expected response time on the phone or onsite?

Make A Lasting Impression

When you exceed expectations, your customers are elated. This is what they will come to expect. When you are impressed with how you are taken care of, do you tell a colleague about it? Most certainly, and since we all want our friends and colleagues to reap the same benefits we’ve received, we give a referral which naturally adds to our own credibility. Sometimes it’s the little things in life that make the huge difference. Your health club opening up 10 minutes early or waiting on hold for the next operator and they say the waiting time is 5 minutes and they pick up in 20 seconds and you’re impressed. Or your CPA says you will owe approximately $750 this year in taxes but due to his diligence, he calls one week later to say that you are getting $250 back. It’s all about being better than the expectations you set. Where can you exceed expectations?

Strong return for the investment: A strong return on investment is tangible proof that your solution provides value. Yet can you quantify the return for the customer? Will spending $5,000 in new software reap a return 5 times greater over the next 2 years? Will it be in revenue, expense savings, customer response time or an increase in productivity? If you can quantify their investment, your customer will have a sound reason to buy. Customer testimonials are one great way to demonstrate your value, and you’re letting your customer tell your story. Nothing is more powerful than reference selling and referrals.

Your company’s culture: maybe intangible, but it’s powerful. It’s how you view your customers. How do you conduct your business, what’s your attitude towards customers, how can they expect to be treated? Winning companies are the ones that give power to the employees to make decisions that are in favor of taking care of the customer. Does your culture put the customer first, does it empower the employee to solve the customer’s problem, are your terms and conditions fair, do you follow up in a timely manner and how quick are you to resolve issues and make decisions? World class companies let customers know what it’s like to do business with them. There is very little red tape. Just look at how Southwest Airlines operates and yes their latest commercials have a ball of red tape rolling down the terminal. Great companies have a reputation for being decisive, having a goal that is always win-win and have a foundation formed with their customers based on trust.

If you want your customers to admire your reputation in your industry, make sure you exceed their expectations, convey a strong return for the investment and show them how your company operates to maximize the customer relationship.

Good selling!

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Stu Schlackman
		About the author:
		Stu has spent over 25 years in sales management, sales and sales training with world class companies like Digital Equipment Corporation, Cap Gemini and EDS. His focus is on “the application” of the skills and techniques he shares. He is the author of Don't Just Stand There, Sell Something and Four People You Should Know. .