From my many years experience of helping people sell more through better service, I am convinced that the real issue for most people and organisations is that sellers should serve more and servers should sell more: what I mean by this is:

Sellers: no one likes to be sold to, but everyone likes to buy! So why do people try and sell things so hard? And why are sales people often so disliked? And why are people usually scared of ‘selling’? The answer is that sellers try to sell, and instead should concentrate on service with the belief that: if they deliver the service well, the sales will follow. Sellers should drop trying to ‘hard sell’, stand back, understand what the customers really need, and help them achieve that, whether they buy from them or not: by doing this customer4s will want to buy from them and they will become great salespeople.

Servers are too often preoccupied with service: they forget what the purpose of it is, which is to generate more sales and profits: that is the whole point of service! Servers are far too ' service orientated ' and very often not enough ' sales orientated '. ' Customer service ' is often seen as ‘soft’ and 'nice’, often dissociated with the hard world of commerce and making a profit: nothing could be further from the truth: servers need to realise that giving great customer service is fantastic, but the whole purpose of it is to generate sales and profits in the immediate and long-term.