It's not just about your customer!
It's about your customer's customers...

It's not just about your customer!
It's about your customer's customers...
October 21, 2024

Here's an easy quiz for you. Do it quickly. It's not complicated. List five of your most significant customers. If you are like most of us, you don't have to go to your phone, computer, a written list, or anywhere else to recall your best customers immediately.

Here's the second question. You may find it a bit more challenging. Name five of your customer's most significant customers. Better still, can you describe how your products and services impact your customers' customers?

If you've been to any Sales Concepts classes, you know we stress focusing on your customer, not yourself. We regularly see salespeople talking about their company and their products and services. We believe it's about your customers, not you. People would instead buy than be sold. Most of us want our customers to agree with us, but what changes when we agree with our customers?

When you tell prospects something, their choices are to agree or disagree. There's little room for them to elaborate and be involved in the process. If you ask prospects about their needs, they can go on at any length. When you hear something that matches your company's solution, you can agree with them. Chances are this point applies to you as a buyer. No one likes to be sold. We all want to buy to be our idea. So, if that's good for you, why isn't it even better for your prospects?

Since you had no trouble listing your most significant customers, how'd you do when you tried to list your customer's most significant customers? How about describing how your products and services help your customers help their customers?

Try it sometime. If you don't know, find out who your customers' best customers are from your best customers. Who are the prospects they'd like to turn into customers? How can you help make that happen? You see, as wonderful as it is when you focus on your customer instead of yourself, it's even better when you focus on your customers' customers.

When you connect your products and services to your customers' ability to win more business from their customers, your solution financially justifies itself. In your customer's eyes, you become a critical resource, not just a vendor.

When I think of the sales of which I am most proud, I almost always discover it's because I helped my customer help their customer. It's ironic, but the farther away you get from focusing on yourself and your company, the more rewards you earn.

ycc.png
Subscribe to our newsletter!
Get tips and ideas to help you sell more.

Stay updated on our news and events! Sign up to receive our newsletter.