Have you ever had this happen to you? You see a client; someone you’ve been doing business with for quite a few years. On this occasion they tell you about a product or service they just purchased from your competition and you say, “You know, we also offer that,” and their reply is: “I wish we would have known, we certainly would have bought it from you.” 

How stupid do you feel at right about this point?  Too many salespeople have the mistaken idea that it’s the client’s or prospect’s responsibility to know our product line, or, at least, assume what products or services we offer.  Nothing could be further from the truth. 

The only way you can be sure a client knows exactly what you offer is if you tell them: and remind them, over and over again.  Even if they have no need for many of the products and services you currently offer, it doesn’t mean they never will.  And believe me; when the time comes that they need one of those products or services, you’ll be glad you delivered those constant reminders. 

Remember it is never the client’s responsibility to stay informed.  It is your responsibility as an expert, advisor and resource AND single point of contact to KEEP them informed.   

Many salespeople would rather have an uninformed and naïve customer because they’re the type that will “Buy anything you put in front of them.”  The only problem is if you have such an easy time selling to them, so will your competition.   

What you really want are informed, educated customers who will not buy from every flim-flam man that comes down the pike. The best way to make sure your clients are informed and educated is for you to do the informing and educating.   

Do you know why so many salespeople are afraid to constantly inform the clients about the other products and services they carry? They’re afraid they’re being too pushy.   

But if we go along with the theory that clients want to deal with salespeople who are experts, advisors and resources, who will also act as the client’s “Single Point of Contact” within the company, then aren’t we doing the client a favor by constantly keeping them up to date on all we have to offer.