Slow Down, Sell Faster!, 2nd Edition

CHAPTER 10

The Teacher

Teach Customers to Achieve Maximum Value

In Chapter 1 I described my meetings with three different financial planners as each of them attempted to persuade me to choose his investment advisory firm. Each was extremely effective at building rapport, making me feel comfortable, and creating a perception of caring—so much so that “relationship” became a non-factor in my decision because all three seemed to care.

I suspect the same is true for most customers today. The perception that a salesperson cares about the customer is not nearly as important a factor in making the initial decision as it used to be, because most salespeople can give that impression (even if they don’t mean it).

However, caring is still a critical factor ...