Customer Delight, Yard Sale Negotiations, Recruiting Top Performers

Dive into the eighth issue of Hacking the Sale

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Drive More Sales with Customer Delight

Are you actively working to get referrals from your happiest customers each month? If not, you’re not taking advantage of one of the best and easiest ways to connect with new leads and close more deals: word-of-mouth recommendations from the people who have come to know and trust you and your business.  

One way to start driving more referrals and word-of-mouth from your customers is by incorporating more customer delight efforts into your customer lifecycle strategy. The concept of customer delight is pretty simple: it’s all about going above and beyond to show your customers that you appreciate them. It’s about doing little things to surprise them, keep them happy, and exceed their expectations. Customer delight is about working proactively to build and maintain long-lasting, meaningful relationships with people—long after you’ve made the initial sale. 

Not sure where to begin? Here are five simple ideas you can try this month:

  1. Send handwritten thank you cards – Send a personalized, handwritten card or note to each person or team that becomes a customer. Take the opportunity to show your appreciation and tell them how excited you are to have them as customers. 
  2. Send swag packages – Send t-shirts, stickers, and other goodies after your customers reach a certain milestone (example: 6 months as a customer). 
  3. Make a phone call – Pick up the phone and personally talk to your customers from time to time. Ask them for feedback, find out if they need help, or just simply take the opportunity to learn more about their business, their team, or their personal interests and hobbies. Work to develop a meaningful connection and relationship with each of your customers. 
  4. Buy a lunch – Buy lunch for your customers once a year by sending them a gift card or ordering delivery for their office from a local restaurant in their area. 
  5. Send a 1-1 email – Take the time to send personalized, plain-text, non-automated 1-1 emails to your customers. Make sure they understand that their business matters to you. 

Small acts of kindness like this will help you strengthen relationships with customers, differentiate from competitors, and drive more word-of-mouth referrals and eventual sales for your business. 

SALES GLOSSARY: Complex Sale

A complex sale is one that typically involves multiple stakeholders or decision makers. In the B2B world, the sales cycle of a complex sale can take months to complete as opposed to days or weeks and can require various levels of approval from compliance, legal, or technology departments.

The World's Longest Yard Sale

 Planet Money is a podcast series about work and the economy from NPR.

In episode 860 of the series, hosts Nick Fountain and Karen Duffin document their experiences traveling along the ‘World’s Longest Yard Sale’. It spans 690 miles all the way from Alabama to Michigan, up Highway 127, and runs mostly through small towns.

The two hosts start at the very beginning of the route in Gadsden, Alabama and travel through small towns peppered with yard sales over the span of three days. Their goal? To learn from the sellers and buyers they encounter along the way. To hear how negotiations progress and deals unfold. To find out why this annual sales event exists and how it came to be. 

They travel through Alabama, Georgia, Tennessee, Kentucky, Ohio, and Michigan to meet the people who keep this unique event alive year after year, and in the end, even do a little buying and selling on their own.

It’s a lighthearted episode and a fun reminder that the sales, communication, and negotiation tactics you’re learning and using in your sales role now can be practiced everywhere.

LISTEN TIME: 25 MIN
Want to read the transcript instead? Click here.

How to Recruit the Best Salespeople

Want to recruit and hire the best of the best? Keep the following 6 tips in mind:

  1. BUILD A GREAT BRAND & PRODUCT – To attract top talent, you need to start by building a brand and product that people love and trust. At the end of the day, your salespeople will only be successful if they truly believe that your product is the best solution for your ideal customer. They also need to believe that your company is the best place to work and grow. 
  2. ASK YOUR EMPLOYEES FOR HELP – Before turning to job posting websites and expensive recruiters, ask your existing employees if they know anyone who might be interested in working for you. Salespeople typically stay well-connected throughout their careers and have a good idea of who might be looking for new opportunities. They also know who the top performers are. Leverage your sales reps by offering incentives in exchange for successful referrals. 
  3. START RECRUITING BEFORE YOU NEED TO – Don’t wait until you are desperate to find your next hire. Doing so can force you into rushing the process or choosing someone who might not be the best fit for your team. Always be in recruiting mode, even if you don’t have an active role that you’re looking to fill. 
  4. KNOW YOUR FUTURE – Help prospective employees make the right decision by telling them about your goals for the team and what the future of the company looks like. Help them understand how they fit into those plans and what kind of impact they can make while working for you. 
  5. KNOW WHAT MATTERS MOST TO THE PEOPLE YOU WANT –Salespeople are motivated by compensation plans, bonuses, and other perks. If you are trying to recruit a specific individual, try to get a good understanding of what they want and what matters most to them. Figure out what they need from you in order to leave their current job for the opportunity you’re presenting to them. 
  6. MASTER THE INTERVIEW PROCESS – Develop a consistent interview process that you can take candidates through. Know the questions you want to ask, the exercises you want to take them through, and the other people on your team that you want to participate. 
  7. BE COMPETITIVE – If you want the best salespeople, be competitive when it comes to compensation, commission, bonuses, and perks. Know the market, know your competition, and know what gets your local sales professional community excited about moving from one opportunity to another. 

To learn more about how to recruit the best sales reps, check out these resources:

News Stories Worth Reading

5 Ways to Create a Crazy-Successful Sales Campaign [+ Templates]
Looking to level up your outreach efforts? This resource from HubSpot offers a handful of helpful tips and templates that you can use to improve your outreach processes, emails, and overall team success. It also includes a nice mention of Rambl in the first tip!

The Fundamental Stages in Building a Sales Pipeline
This article from Pipedrive helps readers understand the basics of building and managing a sales pipeline. It’s a great resource that both new and seasoned reps can leverage to improve processes and move more deals forward. 

Share your feedback!

We hope you enjoyed the eighth issue of Hacking the Sale

If you have any feedback on this edition or want to send article or topics ideas our way, just reply to this email. Your feedback is greatly appreciated! 

// Rob Wormley and the team at Rambl

Rob Wormley

Rob Wormley

Rob has nearly a decade of experience as a successful growth and product marketer. His specialty is working with early-stage startups to create brand awareness, boost traffic, drive conversions, and build customer loyalty.
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