Jeff Peyton
A lifelong newspaperman (half of that time in the newsroom, not the business office), my formative sales training focused on the close. My mission: leave no money on the table, ever. Walking away from a client meeting without a signed contract was considered an epic failure of the highest order.
I came up in highly competitive markets. In one market, it was not unusual for a rep to leave a prospect excited about the potential sale, only to discover that the next sales rep on the calendar siphoned off all that excitement and walked away with the contract! Totally cutthroat - but that’s how the game was played. (The goal of every sales rep in that market was to be the LAST appointment of the day. Being next-to-last was, for all intents and purposes, working for the competition.)
It’s been just over a decade now since I discovered just how wrong that approach to selling really is. These days, I experience firsthand the tremendous value that comes with taking the time to develop long-term relationships, whether or not there is a sale on the table.
And yet, not going for the close still feels a little bit alien to me.
It makes absolutely no sense.
The crazy part is, nobody ever earned a long-term client with “What’ll it take to get you into this ad today?” Nobody! But knowing that doesn’t always stop that sour taste in the back of my mouth, that Pavolvian signal warning that if I don’t do something, I’m going to lose the business.
Believe me, I understand perfectly the trepidation I sense when we talk about relationship marketing. And believe me when I tell you that there is absolutely nothing to be afraid of.
Providing value, demonstrating commitment, partnering for your customers’ success - takes effort. It takes time. It’s not easy. But really, what’s the alternative? Asking more or less random people if they want to buy your stuff?
Why? Because it’s on sale?
C’mon.
You’re better than that. Your products and services deserve better than that.
Your customers definitely deserve better than that.
I get that what I’m saying here is a real paradigm shift for a lot of people. But it’s not just fodder for a newspaper column – this is how every sales person at The Northeast Georgian is taught. Their goal is NOT to sell you something – their mission is to help you grow your business.
I’m going to stop right here, as 20+ years of conditioning is DEMANDING that what I write next is some kind of sales pitch. Bad habits are so hard to break!
Jeff Peyton is the publisher of The Northeast Georgian. Reach him at 706-778-4215 or jpeyton@TheNortheastGeorgian.com.