Let’s talk sales. I was reminded of something today about sales and customer service. Oh yeah, question, are they different or the same? This is something I love to ask my learners in sales training. I love the debate which ensues. There will inevitably be one group who are convinced it is separate. They are distinct due the nature of the customer situation. And there will be the other group who will firmly state they are the same. There is no difference. I agree. They are symbiotic. Like the flower needs the bee. And the bee needs the flower. Even Nemo, the clownfish, has a symbiotic relationship with the sea anemone. Sales needs service and service needs sales.
So, my message today…I took my car in to be evaluated. Due to a moment there, I was reminded of my wife’s recent experience with a Honda used car salesman. Let’s just call him HANK. We have been looking for a new vehicle. We are looking for something specific to accommodate our needs. HANK walked up and said, very tritely (if that is a word), “How can I help you today?” To which my wife said “I am looking for a car with three rows.” HANK fabulously retorted “That will be impossible, they don’t make them. So you want a SUV?”
OK, even just writing this makes my blood boil. Yes, because HANK was being condescending to my wife. And also because I do instruct learners in sales training and this was his response?? We all know these kinds of sales people. Their goal in the sales interaction is to be right as a means to show credibility and knowledge, and maybe even power. This goal supersedes their obvious inability to create a meaningful relationship with a potential customer. OMG, if I had been there. Whoa. My wife knows me very, very well and has seen me in action with poor sales and service people. I would have went to town on HANK. Here’s how it might have sounded.
Me: Umm, HANK, before you say another (I didn’t add an expletive, I did think it) word, may I share something? (I wouldn’t let him answer) When my wife said what she said, you knew what she meant. Right? If I were you (Thank God, I am not), I would have said “Well, we do have some vehicles with third rows. Why three rows?” Which my wife would have followed up with “We have two kids and we often take other children along to events and play dates.” HANK, how long have you been in sales?
HANK: (in a more than likely uncomfortable and defensive tone) whatever…
Me: HANK, do you want to be right or rich?
That is the message today. Why do sales people find it necessary to correct customers? If the customer says something which isn’t correct, do you have to condescend? You have an amazing opportunity to uncover valuable buying needs, even and especially in light of a customer not knowing the right word or using it in the incorrect context. That is the value of the discovery phase in selling. They just opened to door to an incredibly possible buying signal, right then.
Our take-aways, just one.
Have a meeting with your team about this type of situation. Ask the team if they have ever had this happen to them. Ask them if it offended them. Ask them, which is better…an offended customer or a possible customer for life? Think of times when a customer may not have known the term or phrase or used an incorrect word or asked a question that may not have made sense. Then role play it and hear how they would handle it.
This isn’t complicated. There are salespeople who truly believe there is such a thing as a stupid question or comment. And there are others who see this question or comment as a tremendous sales opportunity. Want to be right or rich? Ask HANK.
Cheers