Develop a Selling Cadence

Posted by: Rod Kurtz on August 12, 2008

A "selling cadence" is a carefully organized process, containing regular recurring actions moving toward a sales goal. In a customer-service environment, it’s important to get the cadence right. Think of a sit-down restaurant. When you enter, you are greeted, seated, and then your server has a definite cadence that is followed while you are enjoying the dining experience. First is the drink order, then the appetizer, followed by the entrée, and after dinner comes the dessert and coffee. This cadence provides a consistent and reliable experience.

Imagine if this changed. Your server greets you when you arrive and asks if you would like coffee. The quality of the food in the restaurant might well be first rate, but if the customer experience does not follow a consistent path, the whole experience becomes disjointed and uncomfortable.

Using a selling cadence is a combination of art and structure. You need to define your selling cadence, but ensure your team members are encouraged to add their own personality and flair to the customer experience. You don’t want it to be too robotic.

•Produce a graphic representation of your selling cadence.
•Include 6 to 10 consistent deliveries or interactions on the chart that customers can always expect from you.
•Encourage your team members to listen so that your customers feel you are tuned into their perspective, not just following the auto-cue.

Remember, consistency is comforting for customers. Blend some individual character into your new selling cadence and you have a winning customer service formula.

Charlie Fewell
President
Charlie Fewell & Associates
Memphis, Tenn.

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