The Value of Portfolio Thinking

Jeff Williams

Hello Sales Leaders, it’s Jeff Williams, president of Absolute Results.

Today I’d like to share with you one of the 4 core Values of the Appointment Culture – the Value of Portfolio Thinking…

You can tell a true sales professional by the number of repeat and referral customers they sell each month. It’s one thing to sell a customer one car, but to follow up regularly and earn repeat purchases, that takes portfolio thinking.

Portfolio thinking looks beyond today’s potential commission, and instead looks at the potential of the customer and their referrals over multiple purchases.

Portfolio thinking also requires us to be far more focused on delivering a high value customer experience, because we need to treat each customer in a way that will give us the opportunity to sell them a car tomorrow, regardless of whether they are buying a car today.

Portfolio thinking produces portfolio habits. It reframes our regular follow-up activity by phone, email or text, as a high value activity, because we realize that we are building equity in our relationships with our customers…we are creating success opportunities for tomorrow.

Creating an appointment culture becomes easier when we have portfolio thinking and portfolio habits…because every day, we are excited to follow up with past customers to find out how they are enjoying their vehicles, and whether their driving needs have changed, so we can anticipate their future needs and find new ways to add value to them.

When we start each day with these high value calls, we create weekly selling opportunities and our success isn’t solely dependent on finding new business. We are also demonstrating to our customers that we value them, and they in return will value us more.

Portfolio thinking has another important purpose. It isn’t only about how we value our customers, it’s about how we value ourselves and our career. Our time is too valuable to be waiting, hoping for a chance to meet a new customer, when we could be connecting with past customers and creating success opportunities for tomorrow.

Sales professional with a large portfolio of repeat customers, almost always have very long and very successful careers in the retail auto industry.

Portfolio thinking is about our customers and our career.

Now that’s what the appointment culture is all about.

Jeff Williams


Jeff Williams is the CEO of Absolute Results and has dedicated the last 20+ years to helping dealerships, OEM’s, and sales people across the globe rethink how they sell cars. His three greatest passions are his family, his business, and his charity work.

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