Sol Eisenberg

Sell The Truth

There is the saying that goes: “You win some, and lose some”.

Although it’s rather painful, sometimes you lose those that you least expected. In those cases, where you’re confident that you did everything right in order to win the account, you gotta let your client know how you really feel and let him feel a bit guilty… It’s no time to play professional. It’s time to be sincere. And ultimately gain him back.

Imagine someone went to the grocery and packed his wagon with a $350 order. After checking out, he decided that this grocery has been a bit too pricy. Although their service is great he still wants to go to the other grocery to save a few bucks. He tells the cashier: “forget it. I’m not gonna pay. You can restock all the goods.”

The Grocer, who wants to convince him to pay for the order, can use one of two approaches.

1- Professional. Emphasize on his great level of service, and all the benefits that the shopper will gain by being a loyal customer, etc.

2- Bloody truth. I’m very disappointed to see you go away and leaving such a big order behind. It would be such a big job for me to put it all back into place. It would mean so much to “me” if you take home this order. You’ll make my day!

Chances are that if he used the first approach, the customer will reject. He will feel that the grocer is not saying the truth. He doesn’t really care about the customer’s benefit at this point. He just wants to make a sale. The shopper would thereby stay firm with his decision. A buck is a buck. And good luck!

But if you used the 2nd approach, the customer will most likely respond positively and pay for the order.

When you’re in such a scenario, don’t make your clients feel stupid. But make them feel like you can’t imagine why they would wanna do something that would have such a bad affect after all.

Have you ever lost a client you felt you really didn’t deserve to lose? Share your thoughts in the comments below.

One Response

  1. izzy green
    izzy green February 11, 2014 at 8:30 am |

    Great post Sol.

    Accountability is a 2 way street. Everybody knows that when a company says something they have to deliver, and if they don’t, they can and should be held accountable for not delivering as they said.

    But what happens when a customer doesn’t deliver on their promises should they also be held accountable for it? The answer is yes! Business is a 2 way relationship ( If a customer makes a promise and doesn’t deliver you should hold him accountable for it and tell him your feelings.

    This applies to incoming sales and outgoing sales as well. When a customer calls you up for pricing or information on your product or service, you should find out from the very beginning what the customer is looking to achieve. For example, if they are looking for cheaper pricing and you agree that for 10% cheaper they will buy your product or service and you deliver on your promise and get them the 10% cheaper, now it’s time for the customer to hold up their part of the deal. And if they don’t, there is nothing wrong with you sharing your feelings and holding them accountable for not holding up their part of the deal.

    Same goes for outside sales. Even though you called the customer to solicit a sale. If they gave you the okay that if you can save them 10% they will buy your product or service, they have to hold up their end of the promise. Many people are week in rejecting sales calls, but in fact they are not helping the salesman by being nice and letting him put in all the work and at the end not buy. Rather tell me right from the beginning that now is not a good time (in a very nice way) than after a already put in hours of work and money.

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