Recently, I was visiting with an account with whom I have enjoyed a long relationship. The purpose of the meeting was to present a new product I am representing that I felt would be the right fit for their business.
Because of the strong relationship, we spent a fair amount of time during the call catching each up on our lives, i.e. family, trips, hobbies etc. I felt everything was going splendidly, and after presenting the products to my client, I didn’t receive the response I was expecting – “Yes Nelson, lets place an order.” In fact, I seemed to get a standard response that a sales professional might get from a newer account they didn’t know very well- “OK, I have the information and I’ll let you know.” The meeting ended shortly after, and with mutual well wishes, I was back in my car wondering what happened??
I forgot the basic tenants of sales – that’s what happened. I assumed that relationship alone coupled with a knowledgeable presentation would be all that was necessary to get my new product into the account – why not, it was always enough in the past?
My customer however, reminder me that no matter how long of a relationship you have with a client, you had better make sure your product fills a need that they have. Especially in these times, when business’ priorities are constantly changing to meet today’s economic uncertainties, a sales professional must always be diligent about knowing their clients needs.
I called my customer back the next day, apologized for not really listening to some of the changes that have recently happened in his business, and pointed out one of other key ways the products could help his current needs. We then scheduled a follow-up meeting to focus specifically on that issue alone.
Don’t let your good relationship with a client make you lazy. Express a strong knowledge of what their current needs are, and present only those products or services that can truly help them profit – It’s what got you in the door with them in the first place!
Nelson Keimer
Surface Reps
