It is such a simple law, but it is amazing to me how many sales people, and frankly companies in general, don't use this knowledge to create an emotional experience for their customers.  There are a few who get it.  Look at Starbucks for instance.  If it was just about good coffee, I'm not sure they would have a solid model.  It is absolutely about an experience.  The smell, the music, the paint on the walls, the furniture in the room- all adds to what you want in a coffee joint.  But we all know that example.  Not every company can revamp their footprint to create an atmosphere like our favorite coffee shop.  But there is something we all can do.

The law states that we buy with emotion.  So, why do your customers or prospects choose you? Did they find you on the web?  Someone refer them to you?  Are you the only game in town?  No matter how they got there, what are you going to do once they are there?  

Every member of every team has the opportunity to create an emotional experience for our customers- good OR bad.  We know them as "touch points."  I remember years ago hearing a story from "Neutron Jack" at GE. The story goes that he stood in front of all his shareholders and said "I spend billions of dollars on sales and marketing to bring the best messaging and talent to the market.  I spend billions of dollars on R&D to bring the best products to the market.  I spend billions of dollars on manufacturing to bring the highest quality products to market. But, if at any moment, from any employee at any level of the organization- the interaction with the customer is bad.  My billions of dollars go away."  That's the critical moment. Every touch point is a critical moment.

Creating great touchpoints does not start at the bottom of organizations.  It starts at the top.  Peter Drucker once wrote- and I'll paraphrase- fish rot from the head down.  If you are wondering if you can do better with your critical touchpoints, look in the mirror first.  How do lead my team?  How do I react? How do I claim my attitude everyday?  How do people see me?  A leader needs to be the change they want to see in others.  

You can spend billions or you can take the lead to make every moment with a customer, an incredible critical moment!

80% of all health care purchases and decisions today are made by women.  I work with practices everyday who are owned by men, set up by men, function like a man would want them to function (effecient use only), and when you leave the experience you can sometimes feel, well, man- handled!

If you want to maximize your optical department you are going to have to figure out how to sell sex.  The opposite sex. I STRUGGLE with some doctors today who are so focused on perfecting the "medicial model" when every day all we hear is how managed care is tightening the noose around their necks.  Margins are getting squeezed by HMO's forcing doctors to get creative on testing and coding in hopes of higher reimbursements. What percent of margin is actually falling to the bottom line for all this effort? 

Meanwhile, most doctors own a "retail space" that lives happily in front of their buidling yet garners little or no attention from its owners.  In a "normal" practice of about $1MM in sales, 60% of total revenues are driven off of medical, and 40% from retail.  So why is the retail space- which drives a higher margin of profit (typically) left to be managed by folks who know so little about marketing, merchandizing, sales or creating an exceptional experience for patients?

If I had a $1 million dollar business I sure would be making decisions that focus on those who will contribute to 40% of my income; women over the age of 50.  Men, sex sells... sell to women.

First, I remain committed to the ideals that the profession of sales, while some think very complicated, boils down to one simple premise: we need to have a "conversation." And, there is a process to having an effective conversation.  Second, as I speak and train across the US, I have learned one thing; as much as people have read selling books of all flavors and types, I am amazed that how little folks spend on honing the basics.  The basics are the foundation in which all others are built.  While we chase the newest fad in sales training, we cannot add to the founding principles of sales unless we are sure of our footing.  Third, no question the world has moved to Sales 2.0 (in some industries), and our "conversations" as sales professions need to change. However, it is all about what you say, how you say it, and the process you follow to earning the results you desire. 

KCo is expanding into three areas of expertise.  The two new areas are in marketing and leadership.  You will find blogs, white papers, links and other fun things in these two areas in the near future.  I have spoken and been published in these new areas, but haven't devoted much time on the site.  That will be changing in the very near future.  Also, look for a new voice on this blog as the company is growing to meet demands!

Thanks for checking out the new site.  Click on the Selling by Design button and view the videos that support my book of the same name! Thanks again for checking out the "New" Karlsrud Company site and please spread the word and check back often!