Mrs. Prospective Customer calls and needs a new roof.
On the phone, you discover that your company is not the only one bidding on the job.
Over the next few days, in a few conversations, you try to win the customer to your side. She has questions and reservations, but you are professional, patient, and persistent. Your efforts succeed: you get the job.
Working on your customer’s new roof requires science: you install the right products in the right places, and you end up with a well-built roof. The roof is just right for the structure — which is therefore appropriately protected from the elements for years and years to come. Your customer is very happy with the result and down the road, recommends you to her friends.
That’s the end of the story. Now let’s look what happened.
There’s no mystery about why the new roof works. It’s science. The right products, installed correctly — it’s a success. Done deal.
But what about the other parts of the process that went right? What about making the sale — when the customer chose you over the others? Why did that happen?
Making a sale is not science — it’s an art. You have to know the right thing to say at the right time to the right person. If you don’t do those things, you don’t get the sale.
And what about the referral months after you finished producing the job? That has little to do with the roof itself. Instead, it’s about the way the customer feels about the job that was done.
A feeling like that isn’t about science — it’s art. Treating the customer right requires the right touch.
At the end of the day, you’re not just practicing a trade. To make it in this business, your job requires science and art.