Do You Really Know Your Customers?

Not too long ago, I was approached by a sales rep for a telecom company, about switching my services to their company from my existing company. Now I like to take cold calls and bold calls from most all sales reps and companies, mainly because I like see what I can learn from them. Most of the time, what I learn is what not to do. Now this sales rep that wanted my telecom business, never actually took the time to see what or if I had any problems or concerns about my existing carrier or service, he just went right into his sales pitch about how they can defiantly offer me a lower price than my existing provider. I even tried to help him ask the right questions that would have reveled the problems I was having with my existing carrier, but he just went on with his pitch.

When I brought out my bill from my existing carrier, this sales rep had to do a lot of back peddling because as it turned out, he could not save me any money. He never took the time to find out that my real concern was customer service and that I would pay a little more for good customer service. This rep left my office with the understanding that another rep from that same company would get back to me because this other rep might my be able to work a better deal because he had more leverage with this company.

Well about a week later, I met with this other rep from the same telecom company and was prepared for an even more refined pitch. I was pleasantly surprised however, to find no pitch at all, even when I asked for one. This rep asked a lot of questions, got to know what my business does and what my concerns were about telecom services. We went through my existing bills and together found that there was no place they could save me money, but there was one service that they could match the price and he convinced me through the questions he was asking that I would get better customer service with his company, so I switched that service.

What a difference a few questions makes. So many sales people a running around pitching people all day, but never take the time to figure out what the potential customer actually needs or wants. These sales people believe that a lower price is aways the key, when all they are really doing is cutting their own commissions and training their customers to bargain shop. Studies have shown that the top grossing sales people actually have higher margins then the rest. These top grossing sales people do something that all the others do not. They listen more that they pitch.

If people are not buying what you are selling, whether it is potential customers, your friends, family, spouse, or children, it is probably because your are talking too much and listening too little. Do your your self a favor and find out what problems they actually have and then try to solve those instead of assuming that you know what there problems are before you ask any questions.