Do what you do so well they will want to see it again and bring their friends – Walt Disney
The restaurant industry is relatively unique in sales. Here is a business model which invites you in to their business, allows you to experience their service and the quality of their product – and then asks you to pay for it. Not only do they ask you pay for it, the front of house staff often recieve a tip over and above this based simply on how the client was dealt with. Based simply on their service.
They take a risk. They take the risk that you will like their environment, service and product enough to pay (or, in some cases, won’t be bold enough to raise a complaint). The wait staff live on tips – they take a big risk that they have done enough to earn one, but it is left entirely up to the client.
Most sales models aren’t like this. Most of the time in B2B sales, we provide advice and ask for payment upfront and allow the client to experience the benefit of it. If the client complains, we often already have our payment.
Imagine for a moment that your clients get to experience your salesmanship, use your products and services, see your promises fulfilled and then decide how much to pay you based on how satisfied they are. Imagine if they tipped you?
Imagine if price was off the table – would you do anything differently in that sales model? What would change?
- You would possibly spend far more time in the discovery phase to really understand what the client does and how you can make a difference.
- You would make sure you understand their objections, their ‘must haves’ and their key buying drivers.
- You would ensure you understand their definition of satisfied.
- You would also probably spend the same amount of time in delivery and execution to ensure that you meet this brief perfectly.
- You would follow up to ensure that the client is satisfied and no loose ends were left untended.
- In short, you would spend time in the qualitative side of the sales process. It would just be about product and service, it would be about relationship and value. This is what drives satisfaction. This is what drives the tips.
Quota’s wouldn’t matter as wouldn’t many of the other factors often distracting sales people from ensuring their clients are satisfied. Your clients satisfaction would be your sole focus. But shouldn’t it always be?
It is satisfied clients that helps business meet quotas, cross sell ratios, referral targets and extends customer life and loyalty. The issue is, in business, client satisfaction is hard to measure reliably and even more difficult to build in to a sales force remuneration structure. But, this never means it isn’t important to a business. It always is or should be.
So, whilst this may never be how you are remunerated in your job, it should be how you perform.
Do you earn your tips?