Swap Seats with Your Prospect! Change the Question!
Credit: Bill Gillespie
“I want to grow my business with existing clients and I want to take pressure off of price.” I hear this statement more than any other. Most of the time I hear this from a sales leader, GM or business owner.
If you look under the hood, they want to do what they’ve always done but they want different results. I always tell these guys the same thing. “Change your questions.”
Let me explain. The client is doing business. They have a system they like. They have vendors they like. As imperfect as their life might be they like it. It works.
If you're bidding, you're bolting on to something they already have. You aren't doing anything special. You're providing prices for commodities they have already decided they need. You're a vendor. You’re access to a price.
But, if you ask your client what they would change about your industry they will have suggestions. They will share what irritates them and where current solutions fall short. This conversation will evolve and, if you're listening, you'll learn what your prospect worries about and where gaps in service design make work for them. You'll learn what can make your offer better.
When clients share how they operate (not how they collect bids) you'll discover patterns. Patterns suggest opportunities for innovation. You'll discover issues you can solve for your client that make you more valuable.
You want to describe the world your client lives in and compare it to the world they want to live in. Explain how you'll get them there and what steps are involved. Your value is in being this bridge.
Trust me. No matter how happy a client seems with their current situation there are things they would improve. Get them to share and you'll immediately be seen differently. Solve the gap and your price won't matter.
I see this play out at home, daily. Our house, decorating, dinner, fashion, vacations etc...everything is perfect. But there are always suggestions. There is always "room for improvement." It never stops!
- Categories:
- Business Management - Marketing/Sales
Bill Gillespie has been in the printing business for 49 years and has been in sales and marketing since 1978. He was formerly the COO of National Color Graphics, an internationally recognized commercial printer and EVP of Brown Industries, an international POP company. Bill has enjoyed business relationships with flagship brands including, but not limited to, Apple, Microsoft, Coca Cola, American Express, Nike, MGM, Home Depot, and Berkshire Hathaway. He is an expert in printing sales, having written more than $100,000,000 in personal business during his career. Currently, Bill consults with printing companies, equipment manufacturers, and software firms. He can be reached by email (bill@bill-gillespie.com) or by phone (770-757-5464).
