Why Customer Care Providers Resist Selling
Many customer care providers avoid engaging in traditional selling behaviors. The very thought of calling someone to ask for their business can feel uncomfortable and intimidating. However, the reality is that much of what customer care professionals do daily aligns closely with selling.
Selling in Everyday Customer Care Activities
Consider these common scenarios in customer care:
Finding the Perfect Solution: Helping a customer locate the ideal product or service to meet their needs is selling.
Guiding Buying Decisions: Assisting a customer in making a good buying decision with a new product is selling.
Retaining Customers: Resolving a customer’s issue and restoring their loyalty is also selling.
These examples demonstrate how integral selling behaviors are to effective customer care. Yet, the term ‘sales’ often triggers discomfort among frontline providers.
The Negative Perception of Sales
Why does the word ‘sales’ evoke such strong negative reactions? For many, the term conjures up images of salespeople as sleazy, greedy, manipulative, and self-centered. This stereotype has been perpetuated by pop culture and Hollywood portrayals.
Separating Perception from Reality
While there are undoubtedly salespeople who fit the negative stereotype, they represent a small minority. Unfortunately, their actions often leave a lasting impression. In reality:
Most salespeople are honest and helpful.
They prioritize understanding customer needs.
They act with integrity and genuinely care about delivering value.
Shifting Mindsets: Selling as Helping
Once customer care providers understand the value they bring to customers, their perspective on selling can shift. Here are a few key points to consider:
Adding Value: Providing customers with new products or useful product information.
Asking Great Questions: Helping uncover the customer’s true needs.
Offering Advice: Guiding customers to the best possible solutions.
If the term ‘salesperson’ feels uncomfortable, think of it as being a ‘helper.’ The essence of selling is about assisting customers and meeting their needs.
Conclusion: Embracing the Role of a Helper
Selling and customer care are not mutually exclusive. They complement each other. By embracing the idea that selling is simply helping the customer, frontline providers can add tremendous value and build stronger, more meaningful relationships with those they serve.
Take the Next Step
If you’re ready to improve the alignment between marketing and sales within your organization, download our free resource: 6 Steps Towards Improved Marketing and Sales Alignment. Discover actionable strategies to enhance collaboration and drive better results.
