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Get To Know Your Clients Outside The Office

     The practice of entertaining customers is one of those issues that needs to be rethought. First, let's consider whether or not you should entertain your customers. In these days of e-commerce and internet communication, is there a place for this age-old practice?

     Consider my experience. I had a high-potential account that did not respond to my efforts. Months went by, and I got nowhere. My company owned four season tickets to the University of Michigan football games, and it was my turn to use them. I invited the head of the purchasing department from that account and her spouse to join me and my wife. We spent the afternoon together, first enjoying a traditional tail-gate meal, then a great college football game.

     Immediately thereafter, however, I began to do business with that account. Business grew continually until it became my largest account. The football game was the turning point in the relationship. It wasn't that I gained inside information. We didn't even talk about business. But, my customer came to know me better, and, in so doing, became more comfortable with me as a person. That made all the difference. This was not the first, nor the last, time I had the same experience.

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TOP SHELF TIP NO. 103

"All the so-called 'secrets of success' will not work unless you do."

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Get To Know Your Client

     There is an important truth -- people like to do business with people they know. The better they know you, the more likely it is that they'll do business with you. When they spend time with you out side of the business setting, they come to know you better. It really is that simple. This doesn't mean that you can charge 20 percent more than your competitors, nor does it mean that you can sell an inferior product, or that your company can get away with second-class service. The relationship doesn't stand in place of quality, price and service, but it can provide a competitive edge.

     In this time of high-tech communication, powerful personal relationships provide the high-touch for which many people are subconsciously hungering. Even in this high-tech world characterized by voice mail, e-commerce and instant messaging, face-to-face relationships are necessary. Is there, then, a place for entertaining your customers in this high tech sales environment? Absolutely.

     Source: Dave Kahle is a consultant and trainer who helps his clients increase their sales and improve their sales productivity. He speaks from real world experience, having been the number one salesperson in the country for two companies in two distinct industries. Kahle is the author of more than 500 articles, a weekly e-zine, and five books. His latest is 10 Secrets of Time Management for Salespeople.