Customers’ needs should come before cheesy questions
Michelle Lawrence
Salespeople make their living off of trying to get people to check out, try, and buy things they weren’t interested in in the first place. They think their job is to “make nice” with you, get you to like them and be their “friend,” so the obligation to buy becomes more of an emotional/obligation thing rather than a logical one.
With larger purchases, a lot of salespeople pull out all stops when it comes to trying to get your business.
I’m interested in buying a new car so I filled out two credit applications on-line, one for a Kia and the other for a Honda.
Both are reliable, moderately-priced vehicles with good warranties.
After the phone call I got from the Honda salesman, I’m not even interested in stepping foot onto his dealership.
He turned me off the minute he opened his mouth.
The first thing he told me was that he was going to get me a car.
I was expecting a vehicle or at least an income related question.
Instead, he asked me if I like the Packers (I’m originally from Wisconsin) and proceeded to tell me about the types of cheese he likes and that his birthday is in November too.
Personally, I was just looking for the facts.
I’ve never met this man before, and I wasn’t really interested in his likes or dislikes or our similarities.
I may be from the Dairyland but that doesn’t mean all I care about is cheddar and swiss.
By comparison, when the Kia salesman called me up after receiving my pre-approved credit application, he asked me relevant questions like “What kind of vehicle are you looking to buy, what kind of monthly payments can you afford” and “when is a good time for you to come in and take a look?”
These are relevant questions. Mr. Kia chose to focus on my goal of getting a new car, not his goal for making money.
After Mr. snaky Honda guy tried to get me to be his new best friend, he asked me to come in that afternoon, or the next morning, or as soon as it was humanly possible.
I told him I would get back to him.
Maybe he is also deaf because over the last two weeks, he has called me eight times, and texted me three times.
If that’s not pushy and borderline creepy, I don’t know what is.
He made me feel like prey and he was hunting, well, my money (aka his profit.).
For all you folks who are in sales now, or are going to be one day, I say save the Brett Favre and cow commentary until you meet your potential customers face-to-face.
Then work your “I want to be your best buddy” magic.
