Why do companies marvel at the obvious? That is, why do some businesses act surprised when they discover that successful selling is the result of customized and accurate communication with clients? There is nothing shocking about the importance of engaging consumers; it is an elementary fact based on respect. For example: we enjoy meeting salespeople who take the time to learn about our interests and needs, the kind of professionals who are genuine. To repeat: genuineness is an expression of legitimacy, a sign that you, as a salesperson, will invest yourself in helping me.
Great brands practice that philosophy with gusto. In fact, the greatest gift companies can give themselves – which would be blessing to us as clients, too – is to make sincerity a necessity. This holiday season, honesty is the best policy – and the best present a client can receive.
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