Delivering Normal during Sales Conversations

Your veterinary practice customers could use a dose of stability during these uncertain times. Two-way sales conversations can help.

There are two schools of thought in the retail business. You probably have had experience with a “buyer beware” situation before, in which the buyer is responsible for doing their own research and asking the right questions to feel satisfied with their purchase and/or the purchase process. And, you’ve probably heard the phrase, “The customer is always right,” which was coined by Harry Gordon Selfridge, John Wanamaker, and Marshall Field. These men were pioneering and successful retailers who realized early in their careers that the success of their stores depended on the happiness of their customers. While happiness and satisfaction of the customer are more important now than ever, there are still many retailers and e-commerce retailers that carry on the old ways of “buyer beware.” While the customer may not always be right in the literal sense, I’d like to explore further what this looks like.

Learning and guiding

We know that no one is always right no matter what they think of themselves or how hard they try. To be incorrect is an opportunity to learn. How we guide them and relate to them through that learning process is where the magic lies. If you approach each situation with respect and an idea of how you would like to be treated, you are already ahead of anyone with the “let the buyer beware” mentality.

Many people in sales roles feel that they need to be in sales mode when they come to work; it is something they practice. Many feel they have to gear up for their shift prior to coming to work. However, I am a firm believer that it does not have to be something that you teach to yourself, or train yourself to do doing business hours. You don’t have to be someone different at work than you are away from work. Being a genuine person is the foundation for success.

Consider your daily interactions with the people you love and respect. You are likely most of the time at ease. You likely give the other person respect and allow them time and space to deliver their message. You’re actually interested in what they have to say and respond by creating a dialogue. Sound right?

Too often folks in sales positions feel like they have to deliver a monologue and then listen for the response from the customer in order to formulate their next response. That is a lot of work just to have a conversation. If you show respect to the customer, acknowledge what they say, and align with their perspective, you will have far more success. This is what we do without even trying when we are engaged in a conversation with people that we care about.

Hear them out

Aligning with someone’s perspective does not mean “the customer is always right.” It simply tells the customer that it is OK for them to have the thoughts and opinions that they are having. Giving a customer the time to say what they want to say is very important. Once they have told you what they want to say, it’s imperative that you let them know that they have been heard. You can rephrase what they said and respond with statements such as, “So what I hear you saying is…,” or “It sounds like…” These statements and this tactic tell your customer that they have been heard and understood. It doesn’t mean that you are both in total agreement, but they have established the ability to speak their mind. This shows respect from you. I believe that you have to give respect to get respect. It is earned.

Acknowledging the customer’s perspective as well as their attitude, pace, and openness demonstrates your attention level as it refers to the customer and not as it refers to your agenda. Customers are more apt to listen to and engage with someone that listens to them and demonstrates respect for their perspective. These folks are more likely to listen to your perspective since you have already shown that you have the ability to use good judgment by acknowledging them and aligning with their thoughts. Once again, this does not necessarily mean agreeing with them. Just take a second to show that you get where they are coming from. You gain instant credibility by giving them space and time to convey their thoughts.

Think back to one of your most successful conversations with someone that you care for and respect. If they had shown no interest in what you were saying, you would probably start to ask what it was that they were thinking about. You would want to know why they were not engaged with you since that was the norm for the two of you. Maybe your mindset would switch from you conveying your thoughts to trying to understand their thoughts. Once that is understood, you could possibly get back to what you wanted to bring to the conversation. We do this daily without even thinking about it. Why can’t we do this with our customers? We can! It just takes practice.

“The customer is always right” was not meant to be literal. I believe that it was created to be certain that sales personnel put the needs and the interests of the customer first. That process is important today. We not only have competitors in our markets, but we also have competition from the digital world. Customers can order products and research product information, availability, promotions, and prices without ever interacting with a human. This could be the new version of “let the buyer beware.” If they don’t ask the right questions or query the right details, they may not get what they want.

The customer must be your priority. They need to know that they are your priority. They need to feel that they have been heard and respected. A computer interface cannot replicate that in a meaningful way. Your commitment to your customer is what separates you from your competitors, human and electronic. Make your conversations something that you want to engage in again and again. Don’t become a salesperson when you come to work. Become your best person! Customers will recognize this and want to work with you repeatedly.

Todd Brodersen
President of Same Page Consulting Inc.

Image credit: istockphoto.com/Capuski