Rehumanize Your Business

CHAPTER 5Nine Stories of Sales Acceleration and Better Customer Experience

“I consider myself to be in sales in the sense that my students are my customers,” says Dr. Daniel Smith, PhD, CRC, NCC, LMHC. An adjunct professor at the University of Buffalo and Canisius College, Dan says that a simple webcam video from his desk “allows me to stand head and shoulders above other teachers because I can reach out and create a relationship with my students.” Of course, he shared that with us by sending a personal video, something he's done more than 1,400 times.

Because he's an online professor, Dan teaches counseling and therapy to students across the United States and around the world. He rarely meets any of them in person, so he takes care to communicate face to face in his emails. To start a semester, he sends an introductory video to the entire class. He puts a face with the name and lets the students know with warmth and sincerity that he's available whenever they need him. What a great start to a working relationship.

When a student makes an inquiry at any point during the semester, he promises a reply within 24 hours. Instead of typing out long responses, he clicks “Record” and talks to the student. When he gives feedback on exams, papers, or other significant projects, he doesn't just provide a letter grade, some marks in red pen, and a few margin notes. Dan delivers feedback rich with nonverbal communication to inform and inspire in a way that rewards high performing students ...