Forget the sales bells and whistles

Last week I flew from Melbourne to Sydney to conduct a two-day, 60-person sales training session for a large kitchen and electrical ware supplier. When I arrived in Sydney, I exited the terminal. I strategically positioned myself in the cab-rank and waited in-line for my ride.

After a few minutes, my cabbie pulled-up and then leapt out of his seat and ran around to my side of the car. A small Asian man with a couple of teeth missing and a crooked smile greeted me. He then pushed me out of the way assertively and snatched my suitcase from me and lobbed it into his boot.

We both jumped in the cab as he introduced himself: “Hi, I’m Chen! Where are we off to today?”

“To the Manly Novotel, thanks mate,” I responded, slightly taken aback and amused by Chen’s lively demeanour.

The traffic was backed-up and sensing my anxiety about being late for a speaking gig, this seemed to infuriate Chen, to which he profusely apologised and assured me that I would not be late for my 11am start. Though somewhat perplexed by Chen’s noticeable concern, I got the impression he genuinely cared about getting me to my destination on time.

As we cruised through Neutral Bay, we shared a couple of jokes and Chen probed me about my business and why I was in Sydney. He asked if I had kids, and if my travels took me away from my family often. I said it sometimes did. His ponderous tone told me he was genuinely concerned about my being away from home.

Despite the trademark Sydney ‘nightmare’ traffic, Chen got me to the venue on time. He hit the skids and the cab came to an abrupt stop. With one foot on the brake and his head cocked towards me, Chen blurted in a proud tone:
“We’re here on time! Are you happy?”

“Chen, you’re a legend, thank you and I would like to give you a tip.”
“No, no, no need ? what time should I pick you up?” he responded enthusiastically.

Taken aback, I said, “Oh, back to the airport… okay, well not tomorrow but the following day, at 12.30pm?

Chen whipped out his business card with his number and said, “I’ll be here at 12 just in case you’re early, and if you’re late, I’ll wait, okay?”
You can guess my response.

I don’t know about you, but getting a cab ride can either be an interesting experience or downright mundane, usually the latter. In this instance the 40 minute trek seemed to pass in less time. And despite Chen’s cab needing a once over from a roadworthy officer, I didn’t mind taking the journey in his beaten-up old bomb that was two days older than God. In fact, it added to the experience; which was far from ordinary. Chen created an experience for me that was unique and memorable and it cost him nothing but a positive tone and genuine interest in me.

Forget the bells and whistles and slick marketing messages, Chen gave me something more meaningful. And guess what I gave him in return? My business and my loyalty!

Chen works in a hyper-competitive space and cabs drivers are a dime a dozen, but you don’t have to be Nostradamus to know who I’m calling when I need a cab ride in Sydney. My man, Chen ? because he’s that good and he makes me feel that special. And the best thing for Chen is it costs him nothing.

Embrace ‘The Art of Chen’, go on, I dare you.

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Trent Leyshan is the founder and CEO of BOOM Sales! a leading sales training and sales development specialist. He is also the creator of The NAKED Salesman, BOOMOLOGY! RetroService, and the Empathy Selling Process.