February 19, 2008 

 
 
Dear ,
 

What are People Really Buying 

 

(Hint: it’s not your products or services) 

 


Stop selling. Start helping.

- Zig Ziglar

 

You may find this hard to believe, but no one actually buys your products or service.  They don’t buy your implants, suture, or capital equipment.  They don’t want your consulting or other services. So what are they getting from you? The truth is there are only two reasons customers buy from you.

The first is they want a solution to their problem. Your customers buy your products and services believing they will solve a problem, and with predictable results. They usually don’t care how it’s accomplished, along as it resolves the issue. What you provide is the “how to” do it, the process or means you use to provide solutions and results.

Would you buy a top-of-the-line wide-screen HDTV just because you wanted a new television set? How about a new computer? How about visiting your accountant? What you are really looking for is a solution to your problem. In the end, you are looking to buy results. If they didn’t solve your problems and delivered the desired results, you wouldn’t buy a HDTV, computer, or visit your accountant.

Now imagine if all you told your customers was how your product and service works and what they are, but not what it can do for them.  At the end of the one-way conversation (if they are still interested), they may have a decent understanding of what you offer, but they'll still wonder what problems you can solve for them, and what results you will deliver.

It is extremely unlikely that customers will buy from you if they don’t know what problems you can solve for them. However, when you understand their problems and the results they need, you will be able to focus on what people are buying and why.  Then you will be able to present the best solution for their problem. I promise you that your chances of closing more sales will improve dramatically.

The second reason customers buy, is you. When a customer decides they have a problem, they usually want it resolved by the person with the best solutions for them. If the conversation centered on all about your how and what your products or services do, your customers may feel that you are thinking about you and your needs.  They will start believing you are merely trying to sell them something, and all sorts of warning signals will go off in their head.

However, when you listen to your customers and understand their problems, they feel that you have their best interests at heart. Only then, will the actual sales process start. They will start to trust you, open up, and share their problems with you.  At that point, they’ll come to a decision that you’re the best person to provide a solution for them. This quote from Stephen Covey sums it up nicely when having a sales conversation, “Seek first to understand, then to be understood.”

Ultimately, sales is all about having meaningful conversations with your customers and focusing on understanding their problems, not talking about your products and services. The most successful sales professionals spend more time listening than they do talking. The more you spend on your customer’s needs, the more they will trust that you are the one they should be working with.

  

 

Waiter's flawless service is rewarded

 

 

 

 

 

Receives a full scholarship from Endicott College

By Peter Schworm, Globe Staff  |  February 4, 2008

BEVERLY - A full scholarship to a $34,000-a-year private college for a waiter? Now that's a tip.

Two years ago, Marvin Burchall was working the lunch shift at a luxury beachside hotel in his native Bermuda when he waited on an administrator from Endicott College, just north of Boston. To him, Lynn Bak was just another customer, another tourist visiting the island getaway. But Burchall's service was impeccable, and his attentiveness and amiable manner caught Bak's eye.

Bak, who coordinates Endicott's School of International Education in Bermuda and stays at the Elbow Beach Bermuda resort every three weeks or so, gradually got to know Burchall, a 23-year-old who had dropped out of college during his sophomore year to work at the hotel.

The better she knew him, the more she was struck by his poise and potential, and she eventually recommended him to Endicott president Richard Wylie as an excellent candidate for Endicott. In October, Wylie wound up sitting in Burchall's section while in Bermuda for a graduation ceremony and was similarly impressed. In short order, Endicott offered Burchall a full, four-year scholarship, room and board included, which he eagerly accepted on the spot.

"How could I say no?" Burchall said of the highly unusual offer on his first day of classes last week at Endicott, where he plans to study hotel management. "I knew this was a once-in-a-lifetime chance for me. I knew I had to take this and run."

Burchall, an outgoing, well-met sort, said he is deeply grateful for the college's belief in him and said he continues to be stunned by the random chain of events that changed the course of his life.

"I had never heard of Endicott College, and now look where I'm sitting," he said at a student lounge between classes. "I was just doing my job. It's kind of surreal, really."

Wylie and Bak said they were thrilled Burchall had decided to accept, and said they were confident that he will reward their faith.

The college often recruits foreign students for its hospitality program to give the classes a more global perspective, Wylie said.

"He had a professionalism beyond his years," Wylie said. "You could tell right away this was a young man with a lot of potential and promise, and we thought that with an education he could do so much more."

Burchall, the second youngest of five children, had enrolled in Bermuda College after high school, but soon found himself bored with the insurance courses he was taking, and decided he'd rather give the hotel business a go. Working first as a housekeeper, then a waiter and assistant bartender, he eventually pulled down $700 a week.

Burchall was happy, but dreamed of running or even owning a hotel and knew he'd eventually have to return to school. And Bak brought up the issue as often as he refilled her water glass during her lunch meetings.

Burchall arrived in Boston recently with his father, and spent the first few days sightseeing and getting his dorm room set up. Buying warmer clothes is on his to-do list; the transition to New England weather has been tough, and he wears a warm winter hat even indoors.

"I've got to sacrifice our lovely sunny weather for four years," he said.

Burchall admits to some nervousness about starting classes, saying the scholarship carries a lot of pressure. But he said he will work hard and believes he'll do well once he gets his bearings.

Burchall's previous visits to the United States have been brief, but he said he wasn't too concerned about adjusting to a new culture. Working at the hotel, he met customers from all over the world, he said, and he prided himself on being able to talk to all sorts of people.

In some ways, Burchall said, he is ready for a clean slate. The last few years has brought some misfortune, he said. He was hospitalized for several weeks when he was struck from behind with a baseball bat in an unprovoked assault, and four years ago his mother died of brain cancer.

"She's smiling over this," he said. "Trust me."

 

 

How will your customers reward you? 

 

Sell with Purpose and Passion,

 

 

 

Steve Porcaro

"The Surgical Sales Coach"

 

Steve@14AllCoaching.com

  

 

About The Cutting Edge
The Cutting Edge Newsletter is published monthly by 1·4·All Coaching, LLC, an international coaching company, to provide strategies, inspiration and tools for authentic, passionate, and creative people who want to sell more of their products, services, and ideas.
 

Newsletter Archives

 

 

 

 

In this Issue

 

What are People

Really Buying

 

Waiters Flawless Service Rewarded

 

Upcoming Events

 

Worksheets, Tools & Tips

 

Surgical Sale Link
 

Sales Quote

 

Press_Room

Press Room

 

 

 

Upcoming Events

 

2/20/08

Finding and Keeping the Best Employees for Your Team -Speaker, West Hartford CT

2/21/08Guest Speaker,  Exchange Club, Glastonbury CT
2/26/08Guest Speaker, Rotary Club, Broad Brook CT

3/7/08

Motivational Speaker,  Association of Residency Coordinators in Orthopaedic Surgery (ARCOS) National Conference, during the American Academy of Orthopedic Surgeons Annual Meeting (AAOS) in San Francisco, CA

3/18/08

Strategic Alliances - Leveraging your Business, Speaker, Middletown CT

4/9/08Guest Speaker, Exchange Club, Windsor CT
5/9/08Motivational Speaker, Richmond Association Of Coders, Richmond VA
  

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Worksheets, Tools & Tips

 

What Is Your Purpose?

Clear purpose is the glue that holds a meaningful life/work together and binds emotions, perceptions, and motivations, forming a narrative that impacts the entire trajectory of your life.

The person who knows why they live, work, or lead is much more likely to perform in alignment with and in support of that purpose. But how can you be sure what your purpose is?

Take this free online assessment to rate your sense of purpose at work.

What is your Purpose?

 

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 Surgical Sales Link

 

Medical Sales Recruiter

 Medical Device Sales

Tips & Quips

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Sales Quote

 

Quality in a service or product is not what you put into it.


It is what the client or customer gets out of it.
 

PETER DRUCKER

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