One thing that gets to me is how some Salesman position themselves. Many of them, if not MOST of them, position themselves as middlemen that are merely a commodity that is interchangeable with their competition. What I mean is, there is this mentality that because they are in the middle, they are entitled to something strictly because of that, and that is the only real reason they exist – like they are some sort of gateway to the desired end result the customer desires. Really? Is that all you are? Well then, why WOULDN’T I try to find some way around this pain in ‘my side’ hurdle that is a salesman? Well – you would, and you should – if that is all the salesman is in your particular situation.
The best part of all, is the tactics these ‘salesmen’ use to get the vast majority of their business – and that is to negotiate on price. Everyone is so worried about price. “How much will it cost?” or “How much will you charge?” are things that are debated in the ‘price debates’. Come one now. Have some vision! What about how you are going to profit from a deal? Price only lasts for the second you shake hands and satisfies your ego – what about the effects the deal will have on your current situation and your goals? Will it put you in a better position and closer to where you want to be? It reminds me of those fast food commercials that have been playing around with this very idea – you know, the ones where the guys are around the lunch table and one of them is eating this tiny little burger and miniature fry – looks over at his colleagues and says “5 bucks!”, then the colleagues swallow a bite of their large Subway sandwiches (or whatever they are) and say “5 bucks!”. What a genius that price-driven shopper looked like! Did he get a deal or what? You know the old adage; you get what you……. This is compared to the value-driven shopper that looked for how much he could benefit from spending his money. He saw an added value to his decision, and made a wise choice. I know the example isn’t perfect because they paid the same thing, but the idea is what the motives were behind the purchasing decision.
Getting back to the larger picture here – lets say you are talking about a major purchase that will affect the lives of you and your family for years to come. Are you FOCUSED on a few thousand bucks? Or are you focused on the best benefit for you and your family, and yes – how much you will PROFIT from the deal. Sometimes it costs a little more up front to get a better end result. And what if a Salesman’s higher commission and subsequent harder work and better results actually earn you MORE profit than you would have with the cheaper priced competitor? Salesman A costs $10 and earns you $20, but Salesman B costs $100 an earns you $1000 – which would you choose? “Uhh… I only paid $20 for my salesman, and you paid $100! I got a better deal!” That doesn’t make any sense, does it? So why are people so focused on the up-front price?
Example: You get charged with a crime that you did not commit, and the potential sentence is a few years in jail and lots of probation (not sure how that works, but sounds about right). Do you show up and defend yourself? Do you take the court-appointed lawyer? Do you shop for a lawyer based on price? Or do you shop for the best lawyer you can afford that will deliver RESULTS? The saying goes –“ The man who defends himself in court has a fool for a lawyer”. O.J. Simpson + Robert Shapiro and Johnnie Cochran = Not Guilty. Infer away.
Why do people buy cars with 20+ airbags and highest safety ratings, when there are other cars that will get them from A to B for half the price?
Exactly.
Back to this price negotiating tactic. Put yourselves in a Salesman’s shoes. A customer comes to you and says they are interested in a product that you can provide, and you are in a position to make sure they get the very best product that suits their needs, and provide them with such a good service that they will be completely satisfied with you, have rave reviews about you and potentially turn into repeat and/or referral business. You have the ability to over-deliver, add your own ‘elbow grease’ to get them a better deal than anywhere else, and build a meaningful business relationship based on success and good business. Now you go through all of your bright ideas to think about how you can help them profit the MOST from the opportunity in front of you, and you open your mouth and say, “I can do the job for lower commission to save you some money”.
Really? Is that how valuable you are?
Why don’t I ask Bob over here right next to you if he will do the job for ‘your price minus fifty bucks’? Cause apparently that is all you have to offer, so let me explore how MUCH I can profit.
See where this goes? Slippery Slope anyone?
Now rewind a minute or two and think for a second. You realize that the customer isn’t exactly sure what they want, and you know you can help them determine the exact need you have to address, put together some options for them that will work, and go the extra mile to find a great deal somewhere (maybe be proactive and try to drum up some supply for them from a unique source) and follow through to make sure they have everything they need, and they have satisfied all those needs and wants, and even a few they didn’t know they had or needed.
No will Bob do that? I don’t think so. Bob is simply a middle man and is about as creative as a doorknob.
Don’t be Bob.
Don’t look for Bob.
Don’t look for what is over his shoulder and wonder how far backwards he will bend to reach and get it for you. He might grab whatever peg he can squeeze into the hole, and then forget you the second you turn around. Who? What?
Look for the salesperson with the ability to listen and take the time and effort to get you what you need. The one who can explain your options and is willing to take a risk and put in legwork to get you the best of those options.
Does that make sense?
I’m just frustrated with all the Bob’s I’ve been meeting and seeing around lately.
No offence if your name is Bob. Or Rob for that matter. 🙂
Happy Buying!
Cheers
P.S. Havent written a blog in a while – I’ve been pretty darn buys and got carried away, so I apologize to all the readers and those of you who enjoy a could debate. You are all a great source of information and I promise to make a better effort to engage you more often! If you have any questions or concerns, or want a friendly and intelligent debate – contact me anytime!
In the name of progress…..
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