Consider these anecdotes told by a customer.
I told him that I would accept his deal for half off the regular price, but then added: “By the way, I am already signed up with you. Thanks!” Poor kid had no game, so I let him off the hook. I said, “No worries, kid. I’m busting your chops.” He was relieved and walked away as quickly as he could.
Consider this second anecdote. Last week a customer received an email from another salesperson. He promised he could save 40% over whatever I am paying for Internet bandwidth and voice over IP services. I didn’t reply, but I should have. I’m already their customer, too. I’d happily take the 40% savings his email promised.
Here are some questions.
- If you are involved in “Transactional” sales, why would you send your salespeople out into the world to sell without giving them a list of your existing clients or customers?
- Why would you offer a new customer a deal that you wouldn’t offer your existing clients?
- Why would you treat strangers better than you treat the people who are already writing you a check?
- What do you want your existing customers to believe about your relationship?
- Why would you lead with a discount?
Here are some possible answers:
- Because you don’t intend to create value.
- Because you don’t know how to create value.
- Because you are transactional.
- Because you won’t train your salespeople.
- Because you don’t care about anything but the sale.
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