It’s been said that actions speak louder than words. That’s why UTAs are so powerful. Have you ever heard of UTAs? Undoubtedly you would remember if you were the recipient of one. UTAs are Unexpected Thoughtful Acts. They usually don’t cost any money but the payoff is priceless.
UTAs are actions that demonstrate you care that transcend business, profession, industry, and job description. It is about being “other” focused. It is also a way to set yourself apart from other sales representatives who undoubtedly have access to the same information as you but don’t take the extra effort to do something with that knowledge.
For example, you might learn that your customer or prospect is planning a vacation to the Caribbean. Even if you have no knowledge of that area, you could search on the internet for recommendations of places to go and things to do. Bring this to your next meeting and see how differently your customer reacts to what you say. You will no longer be viewed as a typical sales person but one who pays attention and listens to your customer. You are a person who is truly interested in that individual. There is a human need to be validated and you have just touched it with that simple action.
Many industries today are highly regulated and forbid any gifts that cost money. That is one of the reasons why UTAs are so valuable. UTAs by definition are unexpected and that helps account for joy by the recipient. Your customers are not expecting anything from you. By doing this random act, the person typically feels grateful—and your action acknowledges that you have listened to what they have to say.
UTAs help you build that relationship—which is so vital to successful selling. UTAs enable you to take what you know about your customers and what they treasure to demonstrate they are important to you. And by demonstrating that you care, your customer/prospect will listen differently to what you have to say—a significant step to selling success.
