People Buy from Who They Know

I recently listened to an audio recording on dealing with customer’s resistance to additional work. I figured it would help me whenever that came up and some tips to lessen the chance of that happening in the first place.

After 15 minutes of those customer situations, I stopped it. I asked myself: How did he get stuck in those positions in the first place? Heck, I SELDOM do! I figured I’d be worse off after listening.

If your customers are saying no to you, you’re doing something wrong. Or, they really don’t have the money – this month. But they will next month. Or the next month. And what’s the problem with that? You are probably working on someone else’s car who postponed something from last month. Heck, I plan out the customer’s repairs for the next six months and many customers decide to do more of those repairs now! Yep, they’re telling me to do more work on the car!

They have the money. Or can get it. Or put in on the credit card. That took me years to believe.

Meaning, the transaction is all about the relationship, the trust, not the money.

Tough question: How much do know about your customers? Do you know where they go on vacation? Do you know what they do for work? What their kids do? In school? Sports? Yes the interaction takes longer, but “your friends” trust you enough to say yes to needed repairs – and refer people to you.

Example: after a short conversation with a first time customer that touched on health, I told her to take a picture of the ingredients on her cereal box before she comes in for the first time so we can talk food labels. Which she did. It ain’t about fixing the car, it’s about the relationship, the trust. If you’re “all business,” “to the point,” or blunt, you’re boring. We are in the “experience” economy now. People want to chat, at least a little bit. There’s a sales expression: we buy from who we know, like and trust.

A customer in the money business told me that her clients were her “fake friends.” Until her wedding. She invited several to attend. She realized they had become friends.

How to interact with your customers

  • Ask (personal) questions
  • Look at them, not at your monitor
  • Listen. Nod. Jot down notes if necessary
  • Use their name
  • Show some enthusiasm. Make it an enjoyable “experience.”
  • No jokes about money

If you adopt this approach, and apply my call-back phone call tips, you’ll be pleasantly surprised at your success rate. You may even look forward to that phone call.