Find customers you love, and that love you!
A recent comment on this blog that spoke about overcoming objections prompted the writing of this post, simply because it reminded me of a conversation I had with a senior rep when I was in training at Merrill Lynch in the early 90s. I was frustrated with the fact that I had gotten rejected by a strong prospect, who would have become my largest account. Throughout the sales process I overcame objections, only to have yet another thrown up in its place, eventually the prospect went elsewhere, simply based on price. The senior rep said to me, you would have hated that relationship anyway, try to always focus on working with customers who want to work with you, and sincerely appreciate what you offer. Words to live by.
Recently Webvantix was working to land two pieces of business. One that had come to us via our website, the other that had attended a seminar we held on Social Media Marketing, who we initiated contact with via Twitter (I will get more granular on Twitter in our next post). At face value the prospect that had come to us via our site was more sizable, but proved over a three month period of time, to be unable to make a decision (classic paralysis-by-analysis), and kept throwing up objection after objection, that was, essentially, pulling Webvantix away from its core operating values. While it was important to win this customer, especially during such a soft economy, and classically quiet time of year (late November to late December), I began to remember my time at mother Merrill, “work with customers that want to work with you.” Yes, still words to live by. I shot off a quick e-mail to the prospect informing them that I believed it best if we did not continue to move forward in attempting to secure their business, and wished them well. Done and done, further aggravation and possible problems averted.
The second prospect, while smaller, was energetic, smart, and excited about what we offered. In reviewing our Before/After video as well as our quotations from our existing customers, we quickly reached a price-point with a flex-payment structure that worked for them, executed the necessary paperwork and were on our way! When they received their first proof, they quickly realized the stark difference between what they had, and what their new site will look like–and just in time as their late winter sales push is beginning. Oh, and did I mention, they have a second business that needs a new site, and have referred two other businesses to us. Well eclipsing the relationship that did not work out.
Remember, work with customers that want to work with you. Don’t force the fit, you will just end up with problems down the road. Words to live by.
Preston Ehrler, Webvantix
Next posting: Finding Customers on Twitter