Personal information leads an relationship and lots of sales.
To establish the ultimate long term relationship, to be memorable in the service you perform, you need personal information about your prospect or customer. Information that provides insight. (And, oh yes, lots of sales.)
What do you know about what impacts your best customers and prospects? Ask any great salesperson their secret for success, and two things will be in their answer: A positive attitude and a computer full of personal information.
The famous “Mackay 66” brought attention to the importance of gathering personal information in the selling process. It’s a form that asks the answers to 66 personal and business questions. But a closer look at this strategy reveals that information is only good if it’s the right information. And that you use it to your advantage once you obtain it.
The difference between making a sale and building a relationship lies in your ability to get this information and what other information it leads to.
“What do I need to know,” you ask? Here are Gitomer’s 40.5 InfoBits that build a relationship. To start you must develop an information form or screen for your contact management program (InfoBytes) to gather the following data…
1. Favorite sports teams
2. Favorite participant sport
3. Type of car owned and liked most (may be different)
4. Type of pet
5. Hobbies (special interests that are done with passion)
6. Favorite magazine
7. Favorite movie
8. Last books read (both enjoyment and personal development)
9. Leisure activities (weekend things)
10. Last vacation where? why? Next vacation where? why?
11. Courses taking now personal development
12. Favorite Restaurant
13. Favorite Food
14. Last seminar attended
15. Office status symbols note and discuss awards or unique items.
16. Prime 1994 goal personal
17. Awards won
20. Present place of residence
21. Marital status (name of significant other)
23. Key views on important issues
24. Type of humor (if any)
25. How he or she got started in business
26. How he or she got started in their career
27. College(s) attended
28. Country Club member of
29. Other places lived
30. Other places worked
31. Belief or faith
32. Number of kids (in school? which one? studying what?)
33. Children’s achievements
34. Children’s activities
35. Prime 1994 goal business (biggest issues)
36. Biggest competitor
37. Trade publications read
38. Trade association involvement
39. Civic/community organization involvement
40. Previous personal experiences and dealings with your type of product
40.5 Hot Buttons The first 40 pieces will give you the longest list of hot buttons you’ve ever had.
This may seem like a lot of stuff to know about someone. You’re right. It is. How do you get all this information? You have to gather it subtly, slowly. A little at a time as the relationship grows. You can get this information from lots of places. Secretaries, brochures, annual reports, and employees of the company (especially other salespeople). Take notes constantly.
The more information you have, the better (and easier) it is to establish rapport, followup and have something to say, build the relationship, and gain enough comfort to make the sale.
If given a choice, people will buy from those they like and can relate to. If you have the information, and use it to be memorable, you have a decided advantage. Or you can decide “It’s too much work, I can make the sale without it.” This philosophy gives the advantage to someone else your competitor.
FREE GitBit… Want to learn the formula for using personal information to make a sale? A 10.5 step method for landing more sales than your company can handle. Just go to www.gitomer.com click FREE STUFF then click GitBit register and enter the secret word, “FORMULA“.
Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. President of Charlottebased Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be reached at 704/3331112 or email to email@example.com
1999 All Rights Reserved Don’t even think about reproducing this document without written
permission from Jeffrey H. Gitomer and Buy Gitomer 704/3331112