Caution ... CAUTION!

Credit: Tiffany Fox

Do you keep your customers out of trouble? How aggressively do you warn them? Are you afraid you’ll scare them away?

Years ago I had a project blow up. It was a sweepstakes pad. Before the evolution of packaging and on pack “scan me codes” stores were full of point of sale. There were entry pads and ballot boxes. Shoppers could win prizes by completing a form and dropping it into a box.

I was hired by an Atlanta advertising agency to produce 50,000 pads of 50 sheets each. The pad backer would be lined with two-sided tape. Store managers would affix the pad to point of sale scattered through the store.

I knew, from experience, that the pad needed two strips of tape. The agency expert insisted that one strip would be enough. It saved money and she felt it was important. I cautioned her but followed instructions like a good print rep.

The pads fell off. One strip of tape was not enough. Entry forms hit the floor, and complaints came in from all over the service area.

The agency asked for a discount. I was incredulous. I reminded them of my caution. I had quoted the project correctly and they claimed to know better. We produced everything exactly as instructed and now it was my fault.

I didn’t take it lying down. I refused the discount. I showed my frustration, loudly.

A senior manager called me aside. He said, “Bill, I have no doubt that you warned us. But did you warn us aggressively enough? Did you tell us the pads would fall off?” I caved and accepted the reduced amount.

Fast Forward: In 1999 I left the printing business. I worked for a lobbying firm, got Real Estate licensed and insurance licensed. I also started an on-line learning company called CEEasy.

These different ventures afforded me the opportunity to work with salespeople representing insurance, financial planning, real estate and political interests. It was an eye-opening experience. Each is called to manage obstacles on behalf of their clients.

I sat through a class on disability income insurance. The instructor spent significant time on cost-of-living riders. Insureds tend to skip this option because it adds cost.

The instructor said, “my advice is that you check this box and make the customer un-choose it. You don’t want to be sued for not warning your prospect.”

I saw a similar thing with financial planners. Investments involve risk. Planners go to great lengths to ensure that customers understand the risks they are considering and are sophisticated enough to make prudent decisions.

These “account managers” work hard to make sure their clients are informed. They warn clients. They explain risks. They do everything they can to keep their customers out of trouble.

I warned my client but I was focused on making the sale. I stopped short of saying, “if you do this I expect your project to fail.” I was too focused on writing a big order.

Salespeople, we sell a complicated solution. Lots can go wrong. It’s our responsibility to keep client projects out of trouble. It’s our job to let clients know when they’re about to foul up their own work.

I’ve said it before and often. “When a client places an order, they subconsciously see you, personally, managing obstacles and problems on their behalf. Your personal experience helped earn you the purchase order.

Keep your clients out of trouble and you’ll find yourself at the top of their call list.