Attention Sales Leaders... Are Your Salespeople Providing A First Class Experience?

Jul 12, 2020

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” - Warren Buffett

Often times, we hear and intermix the word 'customer' and 'client', but what does it mean?

When it comes to the experience they receive the same can be said.

According to the American Heritage Dictionary, a customer is someone who buys goods or services from a store or business. The word client can also mean customer, but it has a separate definition as someone who receives professional services.

In the context of business, the two terms are often applied differently based on the types of relationships built. Customers are typically people who buy products or services you supply. Conversely, clients buy and seek out your personalized advice to their particular needs.

When it comes to the experience they receive this can be based on quite a few elements, but I believe it boils down to perception. It's the perception your clients have of your salespeople, your company and the services they receive that determines sales fate.

"Is your sales team building a customer experience or are they building an outstanding client experience?"

Think about this one for a moment... Do you and your team view your customers as customers or are they viewed as clients? How many on your team view them as clients but treat them as customers?

Would you even know?

Right now, would you know when a customer becomes a client, or the other way around?

When a client becomes a customer, this becomes a problem.

The key is when a customer walks away, thinking ‘Wow, I love doing business with them, and I want to tell others about the experience. - Shep Hyken


Are your salespeople going the extra mile to create a first class experience for your clients?

How many on your team are providing the white glove and bottle of wine experience with their clients?

To grow and prosper, your team must pursue new business which often means taking advantage of competitors’ complacency or mistakes in providing an enhanced experience to their customers.

In an ever-changing competitive landscape, sales leaders must look for smart answers to an extremely urgent question:

How can your team protect your client base from erosion as competition intensifies? 

Simply stated... true loyalty breeds true loyalty. If you want your clients to give their hard earned corporate dollars to your company, your team must give of themselves first.

If you want your clients to be forever committed to your company, then ensure your sales team is endlessly devoted to them. It’s straightforward and that simple.

Here's a secret... all of your salespeople have a first class seat and so does the competition.

The question becomes...

What are your salespeople going to bring to the seat?


Stop imitating and start innovating!

When it comes to delivering an outstanding client experience, far too many in sales are content and complacent.

According to the Forrester analysis published in the Harvard Business Review years ago:

“13% of companies said that they’ll settle for nothing less than having the best customer experience across every industry — in other words, these companies want to be the next Apple, Disney, or Zappos.”

This leaves a whopping 87 percent of companies who will settle for less than the best when it comes to their customer experience!

How many of your sales reps talk about the outstanding level of service they will provide but ride off into the sunset once they get their commission check?

You must be committed to coach your team to build sustainable relationships with your clients who value their professional advice, rather than finding customers who make a one-time purchase.


It doesn't take a lot for your salespeople to go the extra mile. They just have to show they care! This is the core foundation of what it means to sell from the heart (check out Selling From The Heart). It's all about bringing the human approach to sales, making it about your clients and what’s important to them!

Your clients are willing to pay for the experience. Go no further than Starbucks! What's the difference between a cup of coffee from Starbucks and that of a competitor? Simple, the experience.

What are your sales reps bringing to the business table to differentiate them from the competition?

Your sales reps are the experience!

If you want your sales team to maximize profit, then they must be prepared to provide the white glove experience.

In providing a first class experience, I guarantee the following will happen:

  • An increase in profit margins
  • An increase in loyalty
  • An increase in more referrals

"Believe it or not, a customer or client frustration can become an opportunity to create new loyalty. What is loyalty? Simply a feeling of trust."

Horst Schulze, Excellence Wins


What is the one special and unique thing that each one on your team can provide to their clients? I urge you to uncover what it is because this is what will differentiate them from all the empty suits.

Start getting your clients talking about the experiences they have with your salespeople.

Encourage your salespeople to bring something amazing to the business table. It's them that makes the difference. It's not your products, your service or your company; it's your salespeople!

"Providing an outstanding client experience should be a pleasure not a headache"

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I understand, I get where you all are coming from. Every day, I walk in your shoes. I am fully committed to helping your sales team integrate social aspects and heartfelt strategies into your current sales process to grow new business. I want you to get results. This is why I am passionate about doing this the right way, the genuine way, the authentic way! It's about understanding value before visibility.

Selling From the Heart is making a difference! I poured my heart into every page of this book and I think you're going to love it. You can find it on Amazon in paperback, kindle and in audio. You can click on the book image below and this will take you to Amazon.

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You can find more material inside Selling From The Heart.

In a world full of empty suits, I'm passionate about helping sales reps succeed by getting valuable before they get visible. I help sales teams understand the true value they bring to the market. 

I appreciate getting the opportunity to share my stories. Integrating the use of social and sharing my story on LinkedIn was my “game-changer” in the highly competitive office technology world. With great pride I transform, challenge, coach and inspire sales teams to grow new business by helping them share their story and how they communicate it out by integrating the use of social inside the sales process. You can follow me on LinkedInTwitterFacebook and on my podcast by clicking on Selling from the Heart.

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