Dec 20 2007 9:38AM | Permalink | Email this | Comments (0) |
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I just returned from a business trip to Australia … and learned a lot. Nothing I wasn’t aware of, but definitely worth the trip. Sales people in Australia know what they are doing. Matter of fact, they’re years ahead of us. Ahead of us in one particular area … making their customers comfortable.

Comfort is one of the most important parts of the sales process … but one of the parts that’s most often skipped. Not in Australia ... just in America. Comfort comes before Rapport … and before Trust and before a Relationship. Comfort is what a customer needs to feel good. They need it to feel good about “where they are” … and “who they are dealing with”.

Comfort is what causes a customer to quickly talk to a sales person . Matter of fact, it’s all customers want. Especially when they’re not yet if they even like what you have. Australian sales people know this … and are focused on it … rather than being focused on something that’s something’s that’s two steps down the road .

Customers don’t want rapport … or trust … or a relationship unless they get past the first step in their shopping process. Unless, for instance, they like you enough to want to spend more time understanding “what you’re all about”. 

Trying to achieve something that your customer isn’t interested in is a waste of your time … and their time too.