5 values in creating a lifetime client

At the start of 2020, Rob Brady, Innovationist at Iceberg Digital, Co-Authored ‘Sales Genius 2’ which became an Amazon #1 Best Seller in ‘Sales and Marketing’ & ‘Sales Techniques’.

The book delivered smart cuts on branding, lead generation, click funnels, marketing, sales, sales techniques, sales management and selling, from 21 top worldwide sales professionals who shared their savviest thinking on winning more target customers and driving revenues.

In Rob’s contribution he provided insights into his decade long career in estate and letting agency where he became a multi-award winning agent, transforming an existing ageing brand with 300 properties under management, reinventing their entire internal systems and processes which increased their portfolio to closer to 700 properties within a matter of years.

In the book he wrote about 3 client experiences which helped acquire 36 properties to let, and his 5 values in creating a lifetime client. The values below are an extract from the book.

Become a wealth of knowledge on your market, not just your products. This will enable you to explore opportunities with your clients far greater than your competitors. The client will always call you over a web search which will enable you to explore future opportunities.

If you try to split your personality between your personal and your business persona, you will never be able to reach a deeper level with your clients. In your work environment, be yourself, seek your knowledge and don’t fear to become your own person, with your own journey, where others may stop. By being yourself, you will be able to find clients who connect with you on similar values to your friends. Whilst this will still be on a business relationship basis, by connecting on this level, they will open up to you making additional purchases. They will become excited referring people to you.

In every conversation make sure you learn to listen. This is a fundamental rule in my work as I love to hear client stories and dreams. Only when you listen you find the conversation goes to a deeper level of meaning with that person. It will enable them to open up to you which will create further opportunities in what they have said to you.

I have always felt you have to be passionate about what you do as your job. So many sales people I come across don’t have a passion for the cause or the help it provides to the client, usually with the view ‘I’m here to sell’. Whilst this works with some clients, you will never unlock a deeper level.

Whilst this quote relates to architecture, I do believe time is a key element when speaking to people. The ability to make time for your clients before, during and especially after the sale will open further discussions that will always lead to future opportunities. Many sales are transactional with an end point where the client is then forgotten about.

To learn from Robs experiences and from 20 other sales professionals around the world, the book ‘Sales Genius 2’ is available from Amazon now. You can find it here.