Why don’t you ask your customer what they want?

Written by Bill Sayers

In the past few years I have had the chance to work with hundreds of sales reps and sales managers. At some point in my sessions I will ask – When was the last time you asked your customer “What do you need from my company and me to be successful”? Too often sales reps and managers make all these plans to go after their customers and then never sit down with their customers and ask them what they wanted and need.

What do they want?

Keep making your plans and work toward your success; that is critical. So is talking with your customers. Remember each customer will have different needs. Listen to what they have to say and then determine how this will be part of your plans. You can’t plan for your success while isolated from your customers.

Your top customers are more than willing to talk with you about your success and theirs. And remember the more of this you do the more you become an advisor and important member of their planning team. The more you become that trusted advisor the more strategic your relationship becomes. With this relationship comes less competitive pressures and less focus on price and more focus on working together to solve the customer’s issues. This process applies to those top accounts that drive 80% of your current revenue. It also applies to those customers who you want to grow their business and or start doing business with.

When I ask reps to list what customer’s value in their relationship, I can fill a flip chart with these important values. Price is never a primary issue. Fair or competitive pricing will come up; however it is a long way down the list. Yet how often do reps say it is all about price? I just finished a negotiation session with a client. Their business is very competitive and very price sensitive. When we started the session I was told by most of the class that their business was different and that their deals were all about price. As we worked through a case study and we talked about their real life stories it was determined that while price was important it was not the key issue. In cases where it was all about price – there was no relationship and a level of trust with the customer and so it was all about price as they usually don’t win those deals.

What do you want?

In your day-to-day life what do you want when you are shopping or in your business life, what do you want when you are making purchases? When was the last time in a retail scenario that the sales person asked you what you specifically were looking for? When in your business life has a sales person taken the time to understand what you need? More importantly, on the occasion that this happens how do you feel? You feel good about the experience you have had. You trust the person and you want to go back and do business with them again.

Lee Valley Tools is a Canadian success story and a company I have chatted about before. When you go in and ask for advice, the sales people take the time to understand your project, ask what you need the tool for, what you want to accomplish and then and only then do they start telling you what you may need and to provide some suggestions. Their Veritas line of tools were created in response to customers looking for unique and well made tools. And most people are not looking at the price tag.

What do your Customers want?

When you have done your planning and are looking at the next quarter or half year or year ahead, make sure you then chat with your customer about what is in their plans. Where do you fit in and how can you be of service to them. Don’t assume you know, get in front of them and ask. Most importantly, listen to what they have to say and make sure you understand what they are saying. Write it down and once you both agree on what they need see how you are able to make that happen with your product or service.

Sayers says:

What are you asking your customers about? What is most important to the success of your top customers and the purchase of your product or service? What do your customers value in the relationship they have with you? Are you talking to your customer and are you listening?

Bill Sayers -
	Bill Sayers speaks, coaches, leads education sessions and provides management consulting services to a variety of companies. He recently completed “Funnels and Forecasts – The Great Game of Sales”. He has been a professor at George Brown College teaching Personal Selling Skills to the Sports and Event Marketing Graduate Program, and is on the faculty of Canadian Professional Sales Association and Canadian Management Centre. To receive our free “How are you Playing The Game” Scorecard and a 45 minute one-on-one session with Bill Sayers, email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it or visit: www.TheSayersGroup.com . Read More >>
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