Ego? At What Price!

It would seem that some salespeople would rather protect their ego than help a customer and make a sale.

Todays customers can make purchases without ever seeing a human - if they choose to do business that way.

To truly succeed in the future, sales professionals will be well served by knowing how to handle customers, and all their concerns and complaints.

If not, more than ever before that customer may simply go elsewhere.

So how would you deal with a disgruntled customer, who has a complaint about your product, or the service they received?

Allow me to tell you about an experience I had with a multimedia organisation. I wrote an article about it to demonstrate a point and the article found itself in the hands of the two salespeople I had mentioned, but not identified.

One of the two salespeople who came along to demonstrate the projection unit represented 3M Australia. The other, an authorised distributor.

Both companies telephoned to ask about my article.

3M’s representative called when I was away from the office, and left a message for me to return his call that afternoon if possible. When I spoke with him he said he had read the articles, was concerned, and wanted to make a time to meet with me. I told him that I had still not purchased a unit, and would be glad to see him the following day.

Meanwhile the proprietor of the distribution company was furious She called my office and demanding to speak to the person who has been slandering her company.

“He can’t go around slandering my company and not be available for me to speak to him”.

Clearly I was meant to interrupt my meeting with a client and run to the phone. (Pity her sales people weren’t instructed to do that when someone called to make an enquiry for a $14,000 piece of equipment.)

Returning the call later that afternoon,I was told, “Look I’m very concerned. Business is tough out there and if you haven’t bought something, I sure want to sell you the projector. Do you want to buy one?”

“Well yes I do”, I replied. “Well I’ve got one right here. What do we need to do?” At this point, the process moved from selling to negotiation. “OK, how about the price, what’s the best you can do?” “It’s the end of the financial year, and if you fax me an order tonight I can let you have the unit for $X, and I’ll throw in a travel case worth $1,000 give you one hour of training and will deliver it free”.

Now you and I both know that “value is a perception”, and I perceived no value in the free delivery. That’s a given.

Given my experience with an earlier model, training was not a bonus, and their travel case was not the one I wanted. So I asked, “How much if I don’t take the training, delivery, or the case?” “The price will be the same”, came the reply. “I’ve given you my best price.”

“Hang on - one minute you tell me the case is worth $1,000, then if I don’t take it, it’s worth nothing?” “It’s a value added deal.”

Interesting concept. A value added deal - from who’s perspective?

The distributor told me she had to rush to get to an appointment, so I suggested I would call back in the morning. At 9.30am the next day my p.a. received a call from the distributor demanding to know why I am not available to take the call and why I haven't call as promised. My p.a. explained I was away from the office in a meeting and that I will be available at around 11. At 11:30 a call came in, by which time I had a client in my office.

This seemed to further infuriate the distributor, who again demanded to speak to me, asking my p.a. if I am serious about buying this projector or not!

Explaining the situation again, and assuring the distributor that I would call as soon as I was free, my p.a. again heard how busy this person was, and how my behaviour in not calling her first thing in the morning was just not good enough.

A little after midday, I was able to call. “Well have you decided to buy this projector or not?” she demanded.

“Before we get to that, I understand that you have been a little less than pleasant with my p.a.. Can you help me understand.” “Well you said you would call me back first thing - are you serious about buying this unit or are you just playing games - I cant see why we have to keep making apologies.........” - and so it went on.

“I see. Well I certainly do want to buy this unit as I have for the past eight weeks AND I am also certain that I don’t want to buy it from you!” Herewith ended the conversation - along with any chance this company had of making a sale.

Later that day, as previously arranged, I met with the representative of 3M Australia. What a difference! “Firstly let me apologise for the experience you have had. We have learnt from this and believe we can improve in certain areas. How can I now help you with the projector?” I asked him to let me know the price for the unit minus any “bells and whistles”. As he could not directly sell me the unit he would arrange a price via one of his distributors. (No not the one I had been insulted by!)

In calling the following morning, he apologised for the delay and gave me the price. That afternoon I faxed him an order. I imagine the distributor who has benefited from the sale has had the easiest time of all - all they have to do is bank the cheque! Cheers!