Through both training and experiences, salespeople have been conditioned to say “yes” to just about every client question. While some questions should be answered in the affirmative, others can be a bit tricky:
• Are you able to deliver the merchandise in three days?
• Will the gradient on the logo look good embroidered?
• Will you meet the price of your competition?
• May I keep the samples you sent without being charged?
Even when salespeople realize that “no” is the appropriate answer, far too many respond with an enthusiastic “yes” without thinking of the consequences. Usually this is a result of the salesperson doing everything in their power to please a customer rather than partner with them. On the surface, this seems like a logical approach to client management – say yes and figure it out later (if it can be figured out) because it’s what the client wants. However, this often leads to disenfranchised clients and broken relationships.
Instead of just saying “yes” to every question as quickly as possible, think about how your response will impact their perceptions, expectations, and view of the final product. If you aren’t 100 percent certain that your immediate “yes” will lead to a thrilled partner at the end of the project, then don’t answer in the affirmative simply because it’s what the client wants.
If you want to be a true partner – one that builds long term relationships and loyalty through trust, be the salesperson your client needs, not the one they want.
Bill is president of PromoCorner, the leading digital marketing service provider to the promotional products industry, and has over 17 years working in executive leadership positions at leading promotional products distributorships. In 2014, he launched brandivate – the first executive outsourcing company solely focused on helping small and medium sized-promotional products enterprises responsibly grow their business. A featured speaker at numerous industry events, a serial creator of content marketing, president of the Promotional Products Association of the Mid-South (PPAMS), and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, developing operational policies and procedures, creating and developing winning RFP responses, and presenting winning promotional products solutions to Fortune 500 clients. He can be reached at bill@PromoCorner.com.