My Customer Hates Me

In these economically distressed times, there are very few companies that are not facing uncertainty in how they will move their business forward. One thing is clear, we are all emotionally tattered trying to increase the top line and optimize the bottom line. A quality axiom states that if you increase the level of quality you “Hold the Gain”. This is also true for the sales professionals that are on the front line dealing with your customers. They need to get the sale and “Hold the Gain”. In order to do so, they need to understand what the customers hate about them.

You Don’t Listen

This is the number one reason and the number one area that is taught in every sales program. Lack of attention to what the customer wants means a failure to address the key issues and/or needs. Time is not on your side, listen to what the customer wants, repeat it in your words, and provide a solution or action plan on what will be done. In the end, if the customer’s answer is “no”, then there is nothing to gain by pressuring them. Find another value premise that will allow you to get their attention.

You Talk Too Much

This goes hand in hand with point one. Ask open-ended questions and let the customer do the work. The key is to provide a solution to the issues, not to give information on how much you know, whom you know, and experience you have…no one cares.

You Lack The Knowledge

In today’s real time, data rich, hyperactive environment, information is only a few clicks away. You must know about your company, products, competitors, and applications. You need to know about your customers, their competitors, their markets, and their applications. You should know the economy, political impact and the national/global issues. Come to the meeting with more information than your customer and give them “free” information throughout the discussion where it is appropriate.

You Don’t Follow-up

No news is worse than any news, good or bad. The customer should never have to call you to ask for a follow-up. If they do, then you have failed on your commitment. The lack of response is ten times as critical prior to any sale being made than with an existing customer. Why? If you don’t respond before a sale, then the customer will have serious questions about what the level of service will be after the orders are booked.

You Lied To Me

The reputation and trust of a sales person is completely destroyed if the customer finds out through their own channels that you lied to them. Depending on the severity of the situation, the only option is to apologize to the customer, tell them someone else will handle the account, and hope your boss does not fire you. In addition, if you do not get fired then seek management help on how you can prevent this from ever happening again. Walk the talk or don’t walk.

These are five very simple errors to correct, for every salesperson and organization. However, it is amazing how many move away from them in the height of emotion as business conditions become strained. Do you want to “Hold the Gain”? Then let the others make these mistakes, while you book the orders.