HARDISON’S TIPS – SEPTEMBER 2, 2021 – Why Customers Don’t Return Your Sales Calls

HARDISON’S TIPS – SEPTEMBER 2, 2021 – Why Customers Don’t Return Your Sales Calls

Potential customers don’t care about your product or service.  That’s right, they couldn’t care less!

As a business owner or salesperson, you obviously care deeply about the product or service you sell.  In fact, you’re probably in love with your product, as you should be.  After all, your product is amazing, and your service is superior.  How can you not love it?  How can everyone not love it?  But your customer doesn’t care.

Your customer has far more important things on their mind!  Like what you ask?  They’re consumed with themselves, as we all are.  They’re focused on their own unique problems, goals, and aspirations.  That’s what they care about.  In fact, most of their waking moments on the planet are likely consumed by such thoughts.

Yet as businesspeople, owners, and salespeople, we want and need to talk about our “baby.”  We’re consumed with our magnificent products/services.  Sure, our products/services have shortcomings, but as with our children, we still love them flaws and all.  We feel compelled to share the specifics of our products/service(s) with anyone who will listen.  Most often we do this by vomiting numerous facts and figures upon our unwitting customers.  And the customer certainly doesn’t care for that!

This unfortunate situation is lived-out with alarmingly frequency every day in business.  The proverbial ball-bearing manufacturer needs to talk about his beautiful ball-bearings.  He must! But the customer doesn’t care.  The customer is instead focused on his own problems, challenges and unique pain.  That is what they are truly interested in.

Regrettably, most salespeople are more interested in their products/services than they are in their customers.  This sales mistake has a distinct odor my favorite author James Muir calls “commission breath.”  Too often our customers are quickly relegated to second-class citizenship, by the very salesperson in front of them.  When the focus becomes the product/service, not the customer, the sale is doomed, and failure is near. A waste of time for both parties.  Can you blame the potential-client for “ghosting” the salesperson after such a meeting, unwilling to return phone calls and emails?

What if, on the other hand, the sales professional really (and I mean really) took the time to focus on the customer?  What if your salespeople took time to understand the issues facing each unique customer?   It’s the customer who buys your stuff, right?  Customers (not products/services) are the ones who control the buying-decision, right?  Yes, it’s all about the customer.

People and organizations buy things in order to get a certain result, solve a problem or eliminate a unique pain.  So, moving forward, ensure your sales professionals are focused on your customers! Make sure they position your product or service in a way that focuses on your customer’s unique problems, challenges, and aspirations.  Those are the issues the customer really wants solved!

And the process of resolving those issues often begins with a few well positioned questions, not a bombardment of product features and benefits.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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