Have you ever heard the phrase that everyone in business is a sales person? If you’re touching customers in some capacity or you’re attending business or networking functions, chances are, you’re impacting sales in some fashion. Many people detest the idea of being labeled a “sales” person, since there are so many negative stigmas that come from the pushy, overbearing old school way of selling. Today, to be an effective sales person, you have to become an expert at engagement effective at uncovering needs and issues. This is a very simplistic view of a complex practice. In reality, I don’t believe everyone in business is a sales person. Instead, everyone is in sales support or customer service. Those labels even apply to some people with business development or sales in their title. And, just like people in formal sales support and customer service roles, there is a broad degree of acumen.

One of my favorite things about living in Dallas is the airport. I spend my fair share of time on an airplane and I find it easy to get anywhere in the US non-stop on American Airlines. One thing I typically dread, however, is the parking. The three options I rely on most are terminal parking, valet and Express parking, with the latter being my begrudging default choice. The express lots are cheaper than the other two, but are still on airport grounds with a brief shuttle trip to get you to and from your car. Unfortunately, waiting for the shuttle can be irritating. One of my recent trips consisted of too little sleep and way too many delays. I finally landed at DFW, dreading the wait for the shuttle to get me to my car, only to be followed by a 15 minute drive home, which I was certain, would last much longer in my mind. I walked to the waiting area for the shuttle which showed up a few minutes later. The young lady who was driving stopped and quickly jumped out of her seat and greeted me with a smile and grabbed my bags before I could say anything. She was equally friendly while driving. Though I was tired and not feeling very social, she struck up a nice conversation with me. When we arrived at the lot, she asked me if I wanted a bottle of water. There is always cold water available when you arrive at the lot, but almost none of the drivers stop to get you water when you arrive back in Dallas. She stopped and grabbed me one and proceeded to drive me to my car. Once again, she had my bags in hand and was off of the shuttle before me. She took a stressful trip and turned it into a pleasant experience, with her refreshing approach. In fact, I drove home with a smile, feeling great and that water tasted especially good.

Over the years I’ve been in Dallas, I’ve parked at that lot a number of times and have had mixed experiences. Most of the drivers are friendly enough, but this time, the impact was extremely positive. Though she’s not in sales, she created a more loyal client. So, if you’re not in sales, don’t think you don’t impact your business’ strength, image and revenue stream. What type of impact you make is up to you. And, remember, small things make a big impact. A shuttle bus driver and a bottle of water impacted my loyalty. What are you impacting? Or more importantly, who?

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