Don’t Make Big Promises at Your First Meeting.
Sometimes the advice we hear the most often is actually the WORST advice we could get. Sales reps are often taught that there are specific reasons customers buy from us, such as:
To lower their costs
To increase revenue
To increase operational efficiency
And then we’re taught that we need to demonstrate that we can do these things to get them interested. I remember telling a customer that I thought I could save him money on the very first call when I was a young sales rep. I will never forget his reply.
“How could you know that? You have no idea how much I’m spending. How do you know your price will be less?” This really stopped me in my tracks. The truth is, I had no idea. I hadn’t asked the right questions yet.
Plus, lower cost doesn’t always equal better value and customers generally understand this.
Over the past 10 years of interviewing and researching clients, I have confirmed that when we make these promises during our first meeting, we get into trouble. Customers immediately hear alarm bells. They think: “This rep has no idea what they’re talking about. They don’t even know whether they can keep the big promises they’re making. They’re just talking a big game to get me interested and it’s based on nothing but smoke and mirrors. RUN!!!”
There are better ways to get their attention. For one, just introduce yourself, plain and simple. Respect their time. Become an expert at discovery. It can be an art form, but it’s one worth learning.
What do you think? Share with me in the comments!
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