As sales people we are taught to focus on the engagements that we have with our clients. There has been a prolific amount of content developed regarding how we are to focus attention on the transaction aspect of selling. Something happened yesterday, however, that gave me a new perspective.
Yesterday I went to eat at one of my usual lunch destinations. When I arrived at the restaurant, I found myself talking to the owner of the establishment. He was behind the counter. We talked about the weather, how his sales were coming, and the special of the day. It was great to connect with the “vendor” of my lunch. It was a Cheers moment: “people want to go where everyone knows their name”. I had a great lunch as usual. I got up after finishing and began to head for the door. As I approached the door, I found myself turning back to the counter to say goodbye to Paul, the business owner. Paul was busy working the counter and helping other customers as they were placing their orders and paying for their lunches. I paused and waited for him to look up. Like most good salespeople he was engaged in the transaction, selling the food. Standing at the door, I was going to give him a simple wave goodbye to acknowledge that lunch was good, and that I would see him again soon. Paul never looked up. I left the restaurant a bit disappointed that I didn’t get a chance to reconnect after the meal. Then I realized that for me, as the customer, the deal business transaction wasn’t completed at the counter but at the door.
It was an Aha! moment for me. I asked myself the question. How many times have I as sales professional thought that a deal was over when my customer still wanted to connect with his vendor. When I think a deal is done might not be the same as when my clients think a deal is done. In the future, I will take an inventory regarding when I mentally check out after a deal to make sure that I am not checking out to early. I need to consider my customers. Are they standing at the door waiting for me to look up so that they can reconnect and say goodbye? To create customers for life, keep your eyes on the door and not just the counter!
