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FEATURESTORY

If Customers Push, Push Them Back

By Warren Greshes

While working in New York City's Garment Center more than 30 years ago, I was told that when dealing with clients and prospects, "The way you break them in is the way they're always going to be." That is, if your salespeople let a client or prospect take advantage of them from the start, they'd better be prepared to always be their patsy.

Some salespeople become so desperate to close a deal they will do anything the prospect asks, reducing themselves to pitiful beggars rather than confident professionals.

Three easy-to-implement rules can help to establish your salespeople as busy, no-nonsense professionals who command the respect of clients and prospects.

Don't call to confirm appointments.

The single biggest reason that salespeople have appointments cancelled is they call to confirm. Don't allow it.

What unspoken message is sent when a salesperson calls and says, "I want to make sure we're still on for today"? What's really being said is, "I know we have an appointment, but if you weren't sure whether or not you could cancel, I'm calling to tell you that you can."

Unless the appointment is two hours away or your salespeople can show you that they have more appointments than they can handle, tell them "JUST GO!" And don't accept the "What if the prospect doesn't show up?" excuse. They see that as a bad thing; you can tell them it's the next best thing to a sure sale.

If the prospect doesn't show, your sales rep should leave a note that says, "I was here, where were you?" Most people will call back and feel so bad about missing the appointment that they will buy almost anything that's shown to them.

Don't let a client or prospect rush you through a presentation.

How many times do salespeople walk into a scheduled appointment only to have the client say, "I'm pressed for time. You've got 10 minutes to show me what you have"?

The desperate salesperson will rush through a half-assed presentation for a prospect that is never going to remember what she saw; will never take this salesperson seriously; will never make him an important supplier; and will pull the same crap on him next time because she knows she can.

Next time it happens to someone on your team, have them say "I can't do justice to my products, services and my company in just 10 minutes. Why don't I save you some time by setting up another appointment where we can sit down and I can have the time I need to show you how we can benefit you and your company."

It doesn't always work, but it's a lot better than groveling for 10 minutes. Salespeople should always create the perception that their time is just as valuable as their prospects' time.

Never let anyone keep you waiting for more than 20 minutes.

Think of the message that's sent and the precedent that is created when a salesperson lets a prospect or client keep them waiting for an hour or more. Expect to wait at least that long, if not more, on all subsequent visits.

Don't allow your salespeople to create the perception that they have nowhere else to go and no one else to see. This would lead any prospect to assume that whatever you're selling is not worth buying.

Have your team live by a 20-minutes rule. If they are still waiting to see someone 20 minutes after the scheduled appointment, they should tell the receptionist, "I've been here 20 minutes and I can't wait any longer or I'll be late for other appointments. Could you please call and find out if he can see me right now. If not, I'd like to set up another appointment for when we both have more time."

This sends a message that states, "I'm busy; I have people to see and other companies are buying from me: Don't be left out." Remember, most people won't buy unless they know others are doing the same. Why not show them that's the case?
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Warren Greshes is the author of The Best Damn Sales Book Ever (John Wiley & Sons, 2006). You can find more of his ideas for improving sales at www.greshesblog.com.

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See also in: Jump!  (...five unconventional sales strategies)

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If Customers Push, Push Them Back

Turn A Competitor Into A Colleague

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Finding The Inner Child

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