Every once and a while, a sales rep, on a follow-up call with me will say,

"So how's the barbeque cooking team doing?"

"Keeping that golf game sharp?"

"Your kids doing well? You have a daughter still in college, right?"

Like most other humans, it makes me feel good when someone takes interest in me and my interests. (If they are sincere, and the situation is appropriate, of course.)

It shouldn't be that uncommon when someone does it well. After all, with all of today's technology, CRM, etc., you would think that most sales reps would be all over this powerful aspect of human relations and sales. But most are not.

If you are, you have an edge.

People buy from people.

People they know, like, and trust. Building relationships that build businesses in the process.

And for you, that means being truly interested in the people you call, both from a business and personal view will pay big dividends for you.

Business information, naturally, is what you should be gathering on all of your calls. How the business is run, what their specific needs, wants, and objectives are.

But you should get personal information too. This takes you to the next relationship level. Especially if you do any type of account management, calling customers on a regular basis.

This includes such data as hobbies, special interests, family, accomplishments, leisure time activities, organization memberships, and special dates such as birthdays. You can glean this info from several sources.

-From the prospect/customer. Of course this is your best source. You can be reactive, listening carefully to any clues they bring up during the call, and then acting on them. Like if they mention they're going to be gone for a week, ask, "Oh, business or pleasure? Where are you going? What do you like to do when you're there?"

Or, be proactive, and ask about them personally, "I'll be spending the weekend at kids' basketball games. You have any kids Mike?"

-From secretaries/assistants. They can be bountiful sources of information for you. Ask them about the boss. What does he/she like to do with their spare time? Ask them to describe the boss' office. What is on the walls, shelves, and desk? Any photos, trophies, plaques? When is his/her birthday?

-His/Her Competitors. Don't laugh. If you sell to your customers' competition, listen carefully to what they have to say.

-Publications. If you specialize in an industry, be sure you get the trade pubs for that niche. You'll learn more about the industry, the competition, your customer's business, and maybe even your customer.

-Search engines. Be sure to Google your contacts periodically to see whatever might come up. I found out one of my customers was a marathon runner and it really impressed him that I knew.

To make recording this information easy, have special fields set up in your CRM. At the end of each call, update your fields with the new info you gather. Set up reminders to alert you to birthdays each month.

Using Your Information

There is a wide gap between people who are perceived as "Product/Service SALESpeople," and "Buyer's Helpers." You bridge that gap when you use custom information. Here are ideas.

-On your calls. As you build your relationships, try to mix personal information in your conversations. Get the prospect/customer talking about their interests and you'll also find them talking about orders. Every phone call doesn't have to be a business call either. Why not a Happy Birthday call?

-Through the mails. Send birthday cards, anniversary cards, notes of congratulations or thanks, or anything to mark special occasions. News clippings about personal or business interests are always a fine gesture.

The important point here is that every time your customer receives one of these items from you, you are amplifying your image in the customer's mind.

When you use personal, custom information, you peel away the layers of business formality and possibly resistance that exist before most, and during many sales transactions.

By appealing to personal needs and interests on a one-to-one basis, you burn a long-lasting impression into the customer's mind that translates into loyalty, appreciation, respect, and mutual benefit in terms of the business relationship.

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