Selling Nightmares

Several weeks ago I dined with some friends at a very expensive steakhouse. This particular establishment was very intimate, the tables were placed close together. As my friends and I dined, we overheard patrons arguing with the waiter and then subsequently with the manager about poor service and food. Ironically the customers completed their meals but wanted a full refund! Yes, they finished the meal but thought it poor and wanted reimbursement.

I just finished a client engagement and suffice to say had some challenges. Technology issues were a primary factor; however this engagement was doomed to failure due to a narcissistic sales manager and their attitude in creating a negative selling culture. After the completion of an extensive sales workshop that lasted several hours the client demanded a reimbursement, the client claimed they did receive full value. Yes, after six hours of personalization, ten hours of research and planning, the client claimed they did not learn a thing!

Every client and sales relationship is built based on joint accountability. There simply must be agreement on both sides to ensure the proper handoff and understanding of both service and value.

I have found over the years that sellers can improve their efforts with the following:

Industry Excuses. There is a bromide response from many clients that denotes, “you do not know my business.” While it is imperative to understand client’s industry issues, a seller need not know the wiring mechanism of an aircraft if they are selling seats. In my case I alter sales culture and behavior I do not need to know how to align auto brakes. Fresh eyes and ears always provide new perspectives.
Narcissism. Your allowing the client to constantly run late to meetings, derail agendas and speak negatively create a one sided relationship. Unless there is mutual understanding and agreement there is no relationship. Push back, you should be able to tell the client the things their employees will not!
Joint Accountability. Both sides have to do something. As a selling professional you need to understand issues and how to create value based on need. The client alternatively needs to prepare you with useful information about the business as well as unlimited access. Hold your client to their accountability.
Returns and Guarantees. When possible you may guarantee your product and your services but you cannot guarantee a return on investment. The onus is on the client to use the service/advice/information in the manner your firm recommends. The inability of the client to misuse, miscalculate and ignore the information is their issue.
Use it lose it. I admire clients that use products and services and obtain cognitive dissonance, known affectionately as buyers remorse. After eating the steak the client cannot decide it was not what they imagined. That is why sellers must be paid in advance, not on clients terms but yours.

If you want you steak do not eat it too. Be smart and do not enable poor client behavior. Clearly when there is a poor relationship, rather than have a sellers nightmare, might be best to attend Client Divorce Court.

© 2009 Drew J. Stevens Ph.D. All rights reserved.

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