Selling that is not selling is often the best selling. That’s something Mr. Ford knew and why he was one of the best. Mr. Ford, oddly enough, sold Buicks. He lived in a town a half hour’s drive from the dealership where he worked. Just about every day, Mr. Ford drove a different customer’s Buick into work. He dropped his car off at the customer’s home in the morning, with his car keys, and drove the customer’s car into the dealership for service, repair or whatever was needed. The customer was free to use Mr. Ford’s car. At the end of the day, Mr. Ford returned the freshly repaired or serviced Buick to his customer.
Obviously, that was a much-appreciated service. Think of how much time and trouble Mr. Ford saved his customers. Just my opinion, but I don’t think that was the best part. The moment Mr. Ford gave the customer the keys to his own car to use–THAT was the best part. It’s one thing to do a favor. It’s another to demonstrate trust. When Mr. Ford handed over his keys, he communicated something powerful: I trust you.
Care to guess who the customer called when he or she wanted to buy a new Buick?
Mr. Ford understood a basic principle that translates very well to selling a product or service. He knew there was great value in investing his time in people and in helping them make their lives a little better.
Similar to Mr. Ford, the Alabama Humanities Foundation provides important and ongoing good works that create commitment and enthusiasm in connecting the humanities community. AHF plays an important role in Alabama by providing significant educational programs that make a difference to both students and teachers and to both young and old. At the end of the day, that, too, creates a lot of trust.
Written by contributing blogger David Allen, the Jump Marketing Team, Birmingham.