Getting to Know Your Customer Is An Imperative Selling Skill

I've talked about the ideal 'before-the-call' preparation previously. 

Now, you get to discover in detail what every step entails.

Shall we begin with getting to know them? 

Of course, we shall. 

We're following 'the order'... remember? 

Let's get started...

Gathering information about your customer can be a 'walk in the park,' or it can be 'rocket science.' 

It's your call. 

But I highly recommend you do it simply and effectively. 

How?

First, get the right resource. 

For this, in my years of working in this industry, only 3 resources get on to my list:

1. Your company database. It can also be your distributor's database (as in the case of Malaysia). If your company has none (I knew a giant nutrition company that has this issue after years of operating... duh!) too bad. Try your 'friendly' competitor's database (good luck on that one)
2. Your customer operation surrounding. Immediately tells you who's been busy...who have come... who are yet to come... open your eyes widely and look around. The posters, the banners, the brochures, the fliers, the newsletters, the papers, the mags, and on and on and on (what do they tell you?)
3. Your customer support staff. First hand. Up to date. You can even get some intimate info if you know how and who to ask. Significant resources indeed but heads up on the reliability. Such info has a tendency to be biased in nature (just being human I guess).

By no means, these resources are the only resources. 

You can get more if you dig more. 

I just listed the one I frequently use during my pharmaceutical selling rep time (not too long ago). 

Can you come up with better resources? 

Sure you can. 

I often get info on dentist lists, vet list in my inbox for a price! 

Heck! 

If you think of spamming...lay off!

Essential resources are too valuable to be treated that way.

Honor your job, honor your customers, honor your resources, and your 'income' honor you.

I recalled an interview I went for a managerial post here in my hometown. 

The interviewer took the pleasure to do a phone interview (screening interview) with me before proceeding with face to face.

During the phone call, he asked, "Mister, maybe before our interview this Tuesday, you can prepare something for us to discuss."

"Sure. What's that?"

"Can you list me your top thirty customers and describe to me a little bit about them?"

"Huh. Are you serious?"

"Yep. Why the question?"

"Well, I interview people before. And asking who their top customers before you even begin employing them... that's unthinkable! What makes you think I want to do this?"

"Well, it's a point of discussion."

"Ok. Unless I'm already a part of the company, I won't have this kind of discussion. It should end here."

That was the last time I heard from the company, and I have no regret.

I honor the company I work with. I admire the job. 

And I acknowledge my customers. 

These are all resources I can bring along, no matter which Pharmaceutical companies I work with... yesterday, today, or tomorrow.

You should too. 

Know your customers and honor them. 

Period.