Nurture Your Network

Knowing something about your customer is as important as knowing everything about your product, says networking and sales expert Harvey Mackay. He turned a floundering envelope company into a company with $100 million in sales annually.

Here are three of his secrets behind his success:

1. Know your customer. “When you know some of their special interests or characteristics, you always have a basis for contacting and talking to them. After all, you can’t talk about business all the time.”

To help support and enhance company-customer relationships, the connection requires listening to, noting of and, later, referring to personal information your client shares with you offhand. This will ultimately transform the relationship and put it on a deeper and more genuine level. In your discussions, pay attention, be sincere, and capture personal and business information important to your customer—you and your product’s chances of becoming irreplaceable just skyrocketed.

2. Know what your customer really wants. “Maybe it is your product, but maybe there’s something else, too—recognition, respect, reliability, concern, service, a feeling of self-importance, friendship, help—things all of us care more about as human beings.”

How do you make your clients feel important and catered to? Precision marketing can help by identifying your target audience and creating a marketing plan that is customized strictly to them. A major question to ask yourself: What do my customers want? With all the social media, email tools and advertising available today, your options are almost limitless to reach your customers—and give them what they want. Don’t fall short after the marketing strategy takes off. Respect and recognize those clients that do join you, because customer loyalty and their power to advocate your product is a vital asset to your company’s success.

3. Be likeable. “People, not specs, will always be key in determining who gets the sale. People buy from other people they like based on the chemistry and people skills—people who are genuine, pleasant, sincere, easy to talk with and friendly.”

Personality and charisma—don’t have ’em? Get them. Or your success as a salesperson is already on its way downhill. If you want to make a sale, you have to get a personality. Nobody likes a Debby Downer, and that includes your customers—a simple smile and confident attitude (along with sales skills) will draw people to you and your business.


Jessica Krampe is the digital managing editor for A graduate of the Missouri School of Journalism, Jessica has worked for news, entertainment, business and lifestyle publications. Outside of the daily grind, she enjoys happy hours, live music and traveling.

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