In today’s slower economy, the tension between a salesperson’s need to close a sale and the customer’s concern over buying the best product at the best price is more pronounced than ever. But creating positive first impressions and demonstrating a sincere willingness to help a customer — whatever the outcome — are critical steps to longer-term success, according to new research by the business thought leadership organization, The Forum: Business Results Through People.
The report, “Sales Employee’s Attitude Directly Affects Sales Outcomes,” is the latest in a new series of targeted and concise research packages designed for sales executives. The researchers, Frank Mulhern of Northwestern University, together with Don Schultz, Heidi Schultz, and Robert Passikoff, studied the relationship between employee attitudes and customer perceptions of a major international hotel chain and associated customer spending behavior.
They found that out of four key psychological drivers exhibited by employees, the most important attitude valued by the customer was the employee’s attempt to try and help the customer (“tries to satisfy”).
The research summary offers several important messages for sales leaders to communicate to their sales force in the areas of creating a positive first impression, establishing trust, and finding a tactful balance between persistence and patience in dealing with customers.
Although the study was conducted for a well-known hotel chain, the researchers say the findings are applicable to any business, particularly in the area of sales, where the sales force is the face of the brand. “Whether in the field or back in the office, the attitude must be, ‘I am here to listen and to see if/how I can be of assistance.’ It is not, ‘I am here to sell you this widget,’” the report states.
The Forum: Business Results Through People is an organized trust that is associated with Northwestern University and promotes people-centered leadership. The full report and others can be accessed at businessresultsthroughpeople.org.
