When
the Relationship Isn’t There
Customers like
to buy products
and service from those they know and trust and are always more
likely to choose a familiar
company over one that is unfamiliar. This is natural. Why do
customers buy from those they know?
- Relationships are based on trust and follow-through. By buying from
someone that has a relationship, the customer feels comfortable
making
their decision.
- Customers
can point to a track record with those they know. If a customer’s
vendor has always done a great job in delivering the right product
or service in the time promised, it is natural to continue that
relationship.
- Familiar companies provide
reassurance. A well-known brand has credibility… and unknown
brand provides the impression of risk.
When
you find yourself in a situation where your product may not be as
well-known or you don’t have an established relationship, it is
once again time to ask questions and then answer with benefit
statements. You also need to ensure that your actions
are consistent. Do what you say and say what you will do. Customers
look for vendors that can become partners – those they know and
trust who aren’t necessarily looking to make a quick buck. These
vendors act as trusted
advisors and make
recommendations based on what is in the customer’s
best interest, not based on the quick sale.
Customer: “I don’t feel comfortable
that your company can provide the service we need.”
Sales Rep: “Why don’t you feel
comfortable?”
“Does something in our proposal
not meet your
requirements?”
“What have I left out?”
“What is it about us that
makes you unsure?”
“Is there a reason for that?”
Customer: “Well, I’ve just never heard
of you.”
Sales Rep: “I can understand that concern. We’ve
been in business for over twenty-five years, primarily on the west
coast. Our client list includes a who’s who of the Fortune 500 and
we have worked
with customers all across the globe. This means we have experience
working with just about every industry, including companies in your
field such as National Standard and Treadway Global. This means
your company will benefit from the most experienced
staff in the field and will benefit from a tested
methodology to ensure a quick deployment, minimum downtime and
a faster return on your investment.”
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