Almost every salesperson I know claims to value feedback and during scheduled account reviews they will ask, “How are we doing?” This is the moment during the meeting where the salesperson usually has a white-knuckle experience waiting for the client to respond, hoping for something – anything – positive. To the relief of most, clients will respond with “fine” allowing the salesperson to quickly move the meeting forward.
On the surface, this seems to have played out in favor of the salesperson – the client did, after all, say things were “fine.” If you take a closer look, however, how do you know if the is client being honest with you? If you accept “fine” as their answer, you won’t know because “fine” is meaningless. It’s the same answer your kids give you when you ask them about their school day and has the same value.
If you want honest – and potentially critical – feedback, you have to give your clients permission.
Next time a client tells you that everything is “fine,” push back. Tell them, “I’m glad you’re happy with what we are doing, but there has to be some way we can improve. It’s important that you trust our relationship enough to be candid with me.” This is when the client will tell you things that you need to hear. For example, perhaps four of the sweatshirts you delivered three months ago had holes in them and were not useable. They will also probably tell you it was “no big deal.”
But it is a big deal. Isn’t that information you would want to have? Take it a step further – if your competition finds a way to get an appointment, what do you think the first bit of information your client will share when asked about their current distributor relationship? That’s right, the sweatshirt issue that they told you was “no big deal” suddenly becomes a pathway for you to lose the business.
When you ask for client feedback – and you should regularly ask for it – do it honestly. Don’t accept “fine” as an answer. By giving your client permission to criticize, you deepen the relationship because they know you truly care. This not only differentiates you from those willing to accept “fine,” it insulates your relationship from the competition.
Bill is president of PromoCorner, the leading digital marketing service provider to the promotional products industry, and has over 18 years working in executive leadership positions at leading promotional products distributorships. A featured speaker at numerous industry events, a serial creator of content marketing, immediate past president of the Promotional Products Association of the Mid-South (PPAMS), vice president of the Regional Association Council (RAC) board, and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, and developing branding that resonates with a target audience. He can be reached at bill@PromoCorner.com.