Making a sale is a crucial aspect of running
a business — many would
even argue it’s the most
important. However, before the card
is swiped or the handshake seals the
deal, it’s essential to recognize the
significance of every step leading up to
that moment.
Dave Fellman, a popular speaker
on sales, management and marketing,
shares his expertise on maximizing the
value of each customer interaction.
Much of Fellman’s advice comes
down to semantics, or the power of
language.
“I like words,” Fellman says
candidly, “I like learning what they
mean.” This approach allows you to
obtain an objective understanding
of the various factors that influence
customer relationships, ultimately
helping your business build trust and
credibility.
Even simple terms require a careful
amount of comprehension, Fellman
says. For example, understanding the difference between each type of person
on the opposite end of every encounter
can help you identify which ones will
turn into your most loyal customers.
EVALUATING YOUR SALES
EQUATION
Fellman defines four types of people
who might land on the buying side of
your sales equation:
- Suspects: the people you
reach through your marketing
channels that could pose a sales
opportunity, i.e., any homeowner. - Prospects: those who pass
Fellman’s two tests for
consideration: Do they desire what
you sell? Do they need or have
interest in what you sell? - Customers: those who have
actually bought products from you
(which establishes a level of trust). - Maximized customers: customers
from whom you’ve already derived
the most business value.
Determining where each person you
encounter lands on this list helps you
decide which route to take next: Do
you need to introduce them to your
brand? Are they already familiar with
your products or services? Or are they
already a loyal customer, which leaves
you the opportunity to strengthen your
relationship?
No matter what, Fellman advises,
it all comes down to adjusting your
perception of sales and running your
business. “Making a sale is a process,
not a one-time event,” he says. “It’s
about building a relationship through a
sequence of encounters with people.”
DETERMINING VALUE
With each encounter comes a value
opportunity — a term that requires its
own in-depth analysis. In simple terms,
Fellman compares it to the well-known
phrase, “Beauty is in the eye of the
beholder.”
Similarly, value is subjective and
determined by both parties in the
interaction: “If you, the business owner,
believe you’re providing value through
excellent customer service, but your
customer doesn’t think so, then you
aren’t,” he says. “It’s as simple as that.”
With this in mind, delivering
exceptional customer service
becomes essential to ensuring that
all customers — at every stage of
the buying process — perceive real
value in doing business with you. This
doesn’t necessarily mean the customer
is always right; as the business owner,
you remain the expert in the scenario.
But it does mean you’ll start to analyze
the ways you engage and nurture
customer relationships.
In his personal research, Fellman
conducted several interviews with
upwards of 200 people to determine
what factors contribute to their
perception of value. Some of the most
common answers included:
- Familiarity: The better someone
knows your business, the more
effectively they can meet your
needs — and vice versa. - Honesty: The best policy is
transparency, especially when you
run into problems. - Trust and dependability: If you
promise great service, competitive
prices, etc., are you following
through on that promise? - Price: Despite lower prices being a
great selling point, remember that
you must remain competitive. The
more value you provide in other
areas, the more customers are
willing to pay. - Dependable quality: Do you offer
samples, drawings, or renderings
before installation? This can build
trust and confidence in your ability
to deliver. - Desire: Customers can sense,
and see the difference in service,
when a company genuinely wants
their business. Consider this when
you’re on the other side of the
encounter. - Predictability: Customers want to
know what they’re getting in terms
of quality service and appreciate
consistency. Do what you say
you’ll do.
Although this list is not exhaustive, it
lays a strong foundation for several
points you can consider when building
customer relationships, both existing
and potential.
As Fellman says, value is ultimately determined by the customer. As a business owner or manager, your main goal is to make your customer’s experience a positive one; if they don’t see your service as valuable to them in terms of price, customer service, reliability, or another factor, then the value you think you provide to your customer becomes a moot point.
NURTURE RELATIONSHIPS,
MAKE SALES
“Listen to what your customer wants,
what they need, and what they expect
from you,” Fellman says. “Selling is
best done as an interrogatory process
as opposed to a declaratory process.”
In other words, a sales encounter should be thorough and intensive.
Take the time to understand your
customer’s expectations, and use
those expectations to shape your
approach and to deliver their desired
outcome.
A key part of this process involves
evaluating what they’re already
buying from you. If they’re already a
customer, their current purchases can
provide valuable clues about what
they could purchase from you in the
future. Expanding your relationship
beyond its current parameters not only
increases sales but also deepens your
relationship with them, and customer
loyalty.
Fellman’s semantic approach to
customer relationships is a unique
way to refine every step of the sales
process. Sometimes, success takes
a more fine-tuned approach than
you’re used to. But by applying these
methods — analyzing the value you
provide and the value you receive —
you set the stage for greater profits
and, just as importantly, a growing
pool of happy customers.
This article first appeared in the April 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
