Becoming the Unforgettable Salesperson

By Jeff Shore

What’s it like to go the extra mile for your customer? What about going an extra ten miles? 

Is it possible to be an unforgettable sales professional?

Do you know what I want for you? I want you to be remarkable. No, seriously, remarkable. That is worthy of remarks. Worthy of having people talk about you for all the right reasons.

Several years ago, my wife and I had dinner at the French Laundry in Yountville, California. I have to tell you; it was spectacular. It was a fantastic meal, incredible service, and they did many things to make the evening special.

For example, before we left, they gave us a whole packet of information about our menu, about all of the providers here that we had, and showed exactly what we ate and what the ingredients were, where all of the different produce was grown. It was a nice touch.

At the very end of the evening, my wife and I asked if we could see the kitchen, and we got the grand tour. It was astonishing. It was amazing to be able to see them at work.

Now, that tour of the kitchen, how much did that tour cost the restaurant? Nothing. How remarkable was it? Well, I am remarking on it all these years later.

Fast forward to late last year when someone recommended a book called Unreasonable Hospitality by Will Guidara. It’s the story of Eleven Madison Park in Manhattan, voted several years back as the number one restaurant in the world. That’s impressive! It’s a big world. Everyone on the Shore Consulting team read that book and loved it.

How did this restaurant win that coveted award? I’m sure the food was excellent. But they won, not because of the food, but because of the principles of what they call unreasonable hospitality. It was about a series of little steps that made a huge impact.

For example, they got rid of the hostess stand. The host or hostess would go on social media and look up photos of whoever had made a reservation for the evening so that they could greet them by name when they came through the door. They put quarters in parking meters around the restaurant so you didn’t have to leave your meal to feed that meter.

They found a lot of small ways that left big impressions.

What can you learn from that? I’m putting that question back on you. What are some of the things that you can do to be remarkable?

I know of a salesperson who had keychains made with her builder logo on them, and she gave the blank key ring out at the time of the contract signing. She then had a key ceremony at the close, where they put the key to the home on that key chain. The total cost is less than $10 per chain.

What about the monthly Saturday car wash for all buyers in backlog? Buyers got their cars washed while they talked to their soon-to-be neighbors.

Don’t forget stud signing or the opportunity to take a customer out of their home while it’s being framed so the buyers can sign a stud.

What is it for you?

I encourage you to have this conversation with others. What little low or even no-cost things will make you genuinely remarkable?

Commit to developing a bold and unforgettable idea if you don’t have something.

Brainstorm it. Do it. Be remarkable, my friends.

Until next time, learn more to earn more!