Dave Fellman is a popular speaker that touches on sales, marketing and management topics. As the author of four books and over 300 published articles on such topics, his tips are greatly revered as expert advice on how to run a business.
Making a sale is a crucial aspect of running a business — many would even argue it's the most important. However, before the card is swiped or the handshake seals the deal, it's essential to recognize the significance of every step leading up to that moment.
Dave Fellman, a popular speaker on sales, management and marketing, shares his expertise on maximizing the value of each customer interaction. Much of Fellman's advice comes down to semantics, or the power of language.
"I like words," Fellman says candidly, "I like learning what they mean." This approach allows you to obtain an objective understanding of the various factors that influence customer relationships, ultimately helping your business build trust and credibility.
Even simple terms require a careful amount of comprehension, Fellman says. For example, understanding the difference between each type of person on the opposite end of every encounter can help you identify which ones will turn into your most loyal customers.
EVALUATING YOUR SALES EQUATION
Fellman defines four types of people who might land on the buying side of your sales equation:
- Suspects: the people you reach through your marketing channels that could pose a sales opportunity, i.e., any homeowner.
- Prospects: those who pass Fellman's two tests for consideration: Do they desire what you sell? Do they need or have interest in what you sell?
- Customers: those who have actually bought products from you (which establishes a level of trust).
- Maximized customers: customers from whom you've already derived the most business value.
Determining where each person you encounter lands on this list helps you decide which route to take next: Do you need to introduce them to your brand? Are they already familiar with your products or services? Or are they already a loyal customer, which leaves you the opportunity to strengthen your relationship?
No matter what, Fellman advises, it all comes down to adjusting your perception of sales and running your business. "Making a sale is a process, not a one-time event," he says. "It's about building a relationship through a sequence of encounters with people."
DETERMINING VALUE
With each encounter comes a value opportunity — a term that requires its own in-depth analysis. In simple terms, Fellman compares it to the well-known phrase, "Beauty is in the eye of the beholder."
Similarly, value is subjective and determined by both parties in the interaction: "If you, the business owner, believe you're providing value through excellent customer service, but your customer doesn't think so, then you aren't," he says. "It's as simple as that."
With this in mind, delivering exceptional customer service becomes essential to ensuring that all customers — at every stage of the buying process — perceive real value in doing business with you. This doesn't necessarily mean the customer is always right; as the business owner, you remain the expert in the scenario. But it does mean you'll start to analyze the ways you engage and nurture customer relationships.
In his personal research, Fellman conducted several interviews with upwards of 200 people to determine what factors contribute to their perception of value. Some of the most common answers included:
- Familiarity: The better someone knows your business, the more effectively they can meet your needs — and vice versa.
- Honesty: The best policy is transparency, especially when you run into problems.
- Trust and dependability: If you promise great service, competitive prices, etc., are you following through on that promise?
- Price: Despite lower prices being a great selling point, remember that you must remain competitive. The more value you provide in other areas, the more customers are willing to pay.
- Dependable quality: Do you offer samples, drawings, or renderings before installation? This can build trust and confidence in your ability to deliver.
- Desire: Customers can sense, and see the difference in service, when a company genuinely wants their business. Consider this when you're on the other side of the encounter.
- Predictability: Customers want to know what they're getting in terms of quality service and appreciate consistency. Do what you say you'll do. Although this list is not exhaustive, it lays a strong foundation for several points you can consider when building customer relationships, both existing and potential.
As Fellman says, value is ultimately determined by the customer. As a business owner or manager, your main goal is to make your customer's experience a positive one; if they don't see your service as valuable to them in terms of price, customer service, reliability, or another factor, then the value you think you provide to your customer becomes a moot point.
NURTURE RELATIONSHIPS, MAKE SALES
"Listen to what your customer wants, what they need, and what they expect from you," Fellman says. "Selling is best done as an interrogatory process as opposed to a declaratory process." In other words, a sales encounter should be thorough and intensive. Take the time to understand your customer's expectations, and use those expectations to shape your approach and to deliver their desired outcome.
A key part of this process involves evaluating what they're already buying from you. If they're already a customer, their current purchases can provide valuable clues about what they could purchase from you in the future. Expanding your relationship beyond its current parameters not only increases sales but also deepens your relationship with them, and customer loyalty.
Fellman's semantic approach to customer relationships is a unique way to refine every step of the sales process. Sometimes, success takes a more fine-tuned approach than you're used to. But by applying these methods — analyzing the value you provide and the value you receive — you set the stage for greater profits and, just as importantly, a growing pool of happy customers.
This article first appeared in the April 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
