"Don’t try to sell me and you’ll make the sale" -- words to live by!

Too many vendors and companies are concerned with aggregating all information about a customer in one place, with the noble intention of providing better customer service. However, customers are not stupid and their true focus on cross-selling and up-selling becomes readily apparent to the customer. Indeed, the objective of excellent customer service should be to sell more products and services. However, the focus of good customer service should not be to sell more. Semantics you say? Not so. As an example, consider your favorite and most loyal business relationships and you'll find those companies that are not always selling you something but rather make it easy and fast for you to:

• Get pertinent information for your buying decisions yourself. Pertinent information includes information relevant to making the decision as well as information about the products and services themselves.

• When necessary, ask questions of a real person and get timely responses -- Online, that means less than 4 hours MAX.

• Regarding examples of both excellent and poor customer service, provide feedback knowing that it will get to a person of authority to do something.

• And, when you’re ready to buy, they make it easy for you to buy and you know that they will be there to support and service their products long after the sale.

You see the difference? The primary intention of a sales person (and all customer-facing staff really assume this role) comes through loud and clear to the customer. Are they there to sell you what’s best for their company, or are they there to ensure that you can make the purchasing decision that is best for you? Every customer knows and can see the difference! While one approach creates customer loyalty and sustainable revenue, the other (if you are lucky) will only generate short-term sales. So, if you want to build a loyal and profitable customer base, “don’t try to sell me, and you will make the sale”!