If you sell more to each person, you will increase your income without increasing your work, right? Great idea. But there
are two ways to approach this.
• Up-sell each customer. Get them to buy more. Increase the transaction: “You want fries with that?”
• Up-serve each customer. Make them even more satisfied with their purchase decision. Increase their satisfaction. “And
here is another benefit we will provide for you!”
Many years ago, I was asked by Joe Willard to conduct a seminar on goal-setting for his insurance agents at their annual
retreat. Being a relatively new speaker, I did everything I could to give the best seminar possible. I did my homework, showed
up early, took an interest in each person, memorized their names, participated in their social events and made myself available
for individual coaching on-site. This not only pleased the audience but also impressed Joe, and he asked me to come back in
a couple of months to do another seminar for his staff.
When I arrived to discuss the next seminar, Joe said he had changed his mind. He wanted me to move into their offices and
become a part of their team. I told him that I didn’t want an insurance career; I wanted to be a speaker and trainer.
He countered, “Well, you have to office somewhere. Why not here with us? You can set up shop here in our penthouse
suite, use our conference room, kitchen, full-time cook and even our office machines. In return for your help in training
my agents, advising me and doing some personal coaching, I will provide for all of your overhead expenses and pay you a small
I almost fainted. This was a dream come true. Not only would I have an elegant office and all the resources of a large consulting
firm, but I’d also have my own team of protégés to train and develop. I jumped at the offer.
That contract lasted six years and led to my being hired for seminars by the home office, as well as 30 of their other agencies.
That led to more training for hundreds of clients in the financial services industry. Why?
Because I had up-served Joe’s agency from the first time I worked for them. I didn’t let the newness of the contract,
nor the small initial fee, influence me. I simply looked for the optimum ways to be of service to them.
The problem with most sales thinking is that it focuses only on the sale or purchase, not on the value of the customer. Change
People who pursue money often produce money, but they don’t create an ongoing flow of money. Customers sense your intentions.
When the money is your main focus, they know it, and they don’t see any reason to cultivate a connection with you. After
all, you’d only be a vendor to them, not a business friend.
But when you up-serve them without requiring an added purchase, their sales resistance drops, and they will not only tend
to buy more, but also seek youradvice on other decisions. They will feel more deeply connected with you and grateful to you.
That increases your edge over any potential competitors who might merely offer a lower price. Price is always relative to
the value received. So, by increasing the value you deliver, you increase the satisfaction of your customer and their resistance
to your competitors.
Ask yourself, “How can I do more for this customer without adding extra cost for them or me?” Up-serve them.
To practice Up-Serving first take a look at each step in the sales cycle. Then ask yourself, "How could this step be made more satisfying for our customer?" This simple process is what the world's finest service organizations have done in order to earn the top ranking. It sounds deceptively simple and it is but it is not easy, except when you do one step at a time. To transform your company, find every opportunity to Up-Serve and become the "Four Seasons Hotels" of your own category. For more ideas, visit Cathcart.com.