Who you are is Why they buy
I stumbled on this one early in my career
I’m gonna share a pearl with you today…
Early in my career I had the privilege of selling office equipment across a two state territory. It was getting near Christmas and I’ll be honest I was struggling to make the ends meet.
Heck I was struggling just to hold on to the ends!!
I walked into a Car dealership that used me for their office needs, The task at hand was to design a computer workstation for the title clerk (making use of what had to be a broom closet turned into the worlds smallest office.)I stood in front of the Dealer and gave him my presentation,
He paid very little attention as I talked. This was not a priority for him and he planned to buy as long as I could make the space work. he did not even look up as he asked
” Will you take less?”
Now I had his attention,
Putting his pencil down, he looked up at me over the rim of his reading glasses.
” Hey guys. ” he yelled out to his Sales people in the lobby. ” Step in here a moment”
When he felt he had a sufficient crowd developed to demonstrate his point, he proceeded to explain…
” This young man has just told me that he can’t take less for the workstation.”
Then standing from behind the desk, he walked around it , stood in front of me and asked in a firm tone.
” Why won’t you take less, I buy all of my supplies from you, I am a good customer, and I deserve a break when I ask for it. ”
THE ANSWER I GAVE ENDED UP BEING THE FIRST SALES TRAINING MEETING I EVER HELD, AND IT WAS UN INTENTIONAL
” You see Mr _______, It is nearly Christmas. My son Brandon heas asked me for a new bicycle. The bike he wants costs $79.00 at Wal-Mart. The commission I will receive from this sale will pay for that bike. I don’t want to break his heart at Christmas. I know you are a good customer, I try as well to be a good Sales person.
Today I am hoping that I deserve a break.”
He wrote me check, and said “Go get that bike.”
I had indeed given him good service. I had never deceived him and I genuinely cared about his company and their needs. I had given him ample reason to value me more than a discount.
Sell like your living depends on it