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“If you’re not serving the customer, you’d better be serving someone who is”

October 7, 2013 Headline News, Leadership No Comments Email Email

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“If you’re not serving the customer, you’d better be serving someone who is” – Jan Carlzon

Rick Coles Interviewed on Small Talk, Big Returns on Singapore Radio’s 938live:

The purpose of this last article in this series of articles and audio interviews is to give a greater understanding of selling and the so called sales process. We will be more confident when meeting potential and existing customers face to face.

As you may recall from my earlier articles I was in airline / travel industry for some years and very active salesman with Qantas and KLM in UK, Australia and Europe. Then I entered the training area abroad with airlines KLM, Gulf Air and Emirates where I was involved in training salespeople at many levels. At KLM in Holland I trained, facilitated and had the chance to listen to many guest speakers in literally hundreds of hours of training sessions. With the 10,000 sales calls, classroom and training experiences in over 50 countries, I would like to share with you some common sense tips but they are not always common practice!

People derive value from benefits. We are hungry for value. It’s our job to translate the benefits we offer into value for the customer. It’s one way to build a competitive advantage over competitors.

Another way is to frequently put forward your USPs. USPs = unique sales proposition or points. A USP is something that is unique to your product or service that perhaps a competitor doesn’t have at the moment. Of course these days it isn’t long until they also offer it! So, if you have it, put it forward. An example may be a different kind of European tour, a new aircraft others don’t have, a flight service others don’t offer, a flexible train fare in Europe, etc. Finally in this section I talk about price. We’ll do a series on this separately, as we can with many subjects. For now, if we heavily weigh the benefits of your product and service you will lessen somewhat the “cost” in the customer’s mind. Remember, you are part of the value, be professional.

Successful Sales Techniques interview with Rick Coles (Part 6)

“In the final edition of a series on successful sales techniques, what are the most common mistakes salespeople make when closing a deal and how can they avoid them? Our Guest: Richard Coles from Coles Training International.”

Here’s the link to interview 6.


This six-part article/audio series is only a part of what sales and customer service is all about. There’s much more. I hope it will be useful, and if you would like to learn more or if your team, office, or organization could use an energizing refresher or full sales course, let Coles International Training know. I would be happy to talk to you about possibilities. Thank you and all the best in your selling.

Written by : Richard Coles

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