Redefine the meaning to understand success.

By : Jeffrey Gitomer

   Last week I argued that Noah Webster, the author of An American Dictionary of the English Language, was good at defining words but bad at giving their true meaning – especially when it came to sales. That’s because the real definitions of words used in sales and customer service are never found in the dictionary. The reason: You define them. And the way you define them (with your words and actions) determines your success.

   I challenge you to begin thinking beyond “dictionary” definitions. For example, the word “sale” in the dictionary is defined as the act of two people getting together to transact business. Likewise, the word “service” is defined as the act of assisting or serving another. These may be their dictionary definitions – but they are far from their true meaning.

   For example, what is your definition of an angry customer? It probably is not as nice as the one that’s in the dictionary. Webster might define an angry customer as, “someone who has a complaint about the business transaction you conducted, or needs immediate service.” You might describe an angry customer as “a major pain in the neck, who is driving me crazy.”

   The way you think of the definition of a word or term usually goes hand-in-hand with your reaction. For example, some people define a customer complaint as a negative interruption to their business day. Others see it as a chance to improve their business. How do you see it?

   Some salespeople see the word “no” as a rejection. I’ve always looked at it as “not yet.” It’s all in the way you define the words in your own mind – how you view their meaning. It’s not a definition that you want. It’s a perspective – your perspective.

   Here for your thought provoking pleasure, are some more real-world definitions of the words you sell and serve by:

   • Sale – Trust. I trust you, like you, have confidence in you, and perceive a difference between you and other salesmen.

   Let’s continue by defining the people who buy from you – that ought to get your thought waves off to a real-world start.

   • Purchasing agent – A person whose only real power is to make salespeople feel like dirt. A person to be avoided.

   • Vice presidents and managers – People who say they are decision-makers, but they are usually not. See: CEO.

   • CEO – The real decision-maker, who you don’t have the guts to call.

   Now let’s define the customer service element of the sale. That is, the element that brings people back for more – to buy from you again. Customer service is also the element that provides you with the biggest opportunity to solidify your business foundation.

   • Automated attendant – A 20th-century way of answering your phone, guaranteed to anger all your customers. It’s now the 21st century. Get a cell phone.

   • Complaint – An opportunity to learn about any weaknesses in your product or operation. Also an opportunity to recover and gain loyalty. Caution: If you handle complaints poorly, it could ruin your reputation for years to come.

   • Company policy – A little book that tells you what you are not supposed to do. Every time a customer hears this term he is guaranteed to get angrier and ruder.

   • Poor customer service – The act of chasing your customer to your competitor. The opening for your competition to steal your business. See also: Stupid.

   • Satisfied customer – The lowest level of acceptable service. A person who you provided with average service and will shop elsewhere next time.

   • Loyal customer – A person who had a great experience, loves you, will fight before they lose your business, and will tell everybody they know to do the same.

   • Thank you note – A memorable gesture that far exceeds a phone call or an oral “thanks.” Shows that you truly appreciate their business.

   • Competitive advantage – Something that your customer considers very important, and at which you must succeed.

   • Reorder – I liked everything I ordered from you last time, and I want your business again.

   • Referral – A risk. Because I trust you, I’m willing to risk my reputation by giving you the name of someone who might be interested in buying from you.

   • Measure of your success – An unsolicited referral.

   • Unsolicited referral – Your phone rings because of something you did for someone, and they referred you without being asked. This is the best way to measure your effectiveness and service. It gives you insight into how people speak about you behind your back.

   “But Jeffrey,” you say, “those aren’t the real definitions.”

   “You’re right,” I say. “They are not – they are the real-world definitions. The definitions that matter to you – and your wallet.”

   Scholars are prone to go by the dictionary definition. Lucky for me, I’m not a scholar – I’m a salesman.

   Jeffrey Gitomer is the author of “The Sales Bible,” and “Customer Satisfaction is Worthless, Customer Loyalty is Priceless.” President of the North Carolina-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be e-mailed at salesman@gitomer.com