Underservice or Overservice

We’re sitting around bouncing the SLA details about the new product and the conversation about the service came about. At the same time we’re spying on the sales monkey SIP channel as a “5000 user lead” conversation took place – typical “we want something for nothing” call.

For sales professionals and product managers working in the sales roles, it’s important to understand the psyche and the expectations of a consumer who just happens to be making a purchase for a business.

1. Consumers expect the service to work, always, without fail.

2. They are not willing to pay any extra fees that would assure a contingency plan in case #1 doesn’t work out.

3. Consumers consider critical services as unnecessary extras: they expect the best price only, until they need to rely on the extras.

The insurmountable issue you cannot overcome in a sales conversation is the fact that the consumer does not understand the technology they are purchasing and are basing their decision on bottom line alone. Because all sales people lie, the one with the most elaborate lie and the lowest fee typically wins.

This never fails to happen when the sales person allows the prospect to lead the conversation.

I’m famous around our office for never letting the prospects get a word in edgewise. Not because I’m disrespectful, but because I’ve had these conversations with thousands of people and I know what the prospect wants to know, what they want to hear and I even throw in things that they should be thinking about and considering. I don’t have the time for 10 followup calls and email voicemail tags, I offer the clients everything I’ve got and let them make the decision that way.

This requires a lot of confidence in the product and knowledge of the industry and the business: it’s not scriptable. But whatever you’re selling: know your competitors, know your product, know your business, know your shortcomings. Present them honestly.

In my experience, folks just don’t understand the technology they need. Don’t focus on discussing the specifics and the details of the offering, focus on their needs. Work backwards.