The Power Of Customer Service Selling

The Power Of Customer Service Selling
by Matthew Gillogly
A few years ago, I had an amazing revelation on how to close more customers.

I want to share it with you, but first let me tell you a story.

The Secret To Selling In Today's Economy

In the roaring 2000's, before the great mortgage meltdown of 2008, selling online was easy.
Get names, make bold offers and sell em hard.

It was not uncommon for companies to sell on the first contact with a prospect. Make big bold promises and make a killer offer. Everyone had money to burn. It was easy to sell.

That all changed in the summer of 2008. It all dried up overnight. Credit disappeared, customers got skeptical and businesses started struggling.

After waking up from the punch in the mouth, we discovered a simply strategy that has worked for us and our clients.

Instead of focusing on the sale first, and the relationship second. We turned it around. We focused on relationship first.

This took some getting used to. Our lists were burnt out. People were shell shocked. Everyone was struggling.

We decided to become a beacon of hope in the marketplace. We spent more time listening to the problems of our customers and less time showing solutions.

Building virtual relationships with our customer base. We shared our personal experiences and personal struggles in business.

We became 'TrueFaced' as noted by a good friend of ours.

At first it was extremely uncomfortable. Our clients and prospects were used to us having all the answers. All we had were questions. The same questions our prospects were having in their business.

In a world where bravado and chutzpah rule, we decided to take off the masks and be real.

What happened amazed us and it will amaze you as well. Our prospects started responding. With their own stories of challenges. We had long conversations with our customers.

When we started being real, others felt it was okay to share their struggles with us. In a very open and real way.

For the first time, we engaged our prospects in real conversations. We no longer assumed what their problem was. Nor did we assume the solution.

We listened. We build relationships.

The next thing that happened is we started sharing real solutions. Sharing what worked and what didn't work. (Sharing what doesn't work and your failures is 10 times more valuable than sharing your successes.)

Guess what happened next. Without us asking, people started buying again. It started slowly, but picked up speed and continues to this day.

We get sales without asking for the sale.

This goes against everything I've ever been taught and practiced as a business owner.

The next thing we did, was train our phone staff. Changing them from sales reps to customer service reps. Coining the phrase 'Customer Service Selling'.

We decided to keep the prospects best interests first. In many cases, we didn't bring on a client, because it wasn't the right time for their needs. We didn't shut doors, keeping the lines of communications open.

Close More Customers By
Building A Relationship First

At last, we felt great about the service we provided our customers. Not that the services were good before. Now the services were in line with our customers wants and needs.

Here's the secret to this new process. You have to be authentic. If you decide you are going to build the relationship so you can get more sales. Then you are missing the boat.

You don't build relationships to get more customers.

You build relationships because you care about your customers. And if they buy from you, they buy from you.

I know this sounds silly. I have to admit, this was difficult at first. Then I remembered what Zig Ziglar used to say:

"If you help enough people get what they want, they'll help you get what you want."

And what could be better than that?


Matthew Gillogly
Chief Marketing Officer - Partner
Capstone Strategic Partners