Is this your final answer?

October 19th, 2007 by Debra Murphy

Why is it that some people contact you, ask you for information about your business, have you come meet with them and then never have the common courtesy to complete the conversation with an answer, regardless of whether the answer is yes or no?

Hey business owners: If you have had a “sales” conversation with another business and you have decided on another firm or different direction, use common sense and let that person know you are not going to hire them. Trust me, it’s not like we can’t handle rejection! We are in business for ourselves, right? We really don’t feel all that bad about it as that’s part of business. And by telling us we didn’t get the business, it helps us make decisions about taking on other clients. But not saying anything, not even an email to let us know, is basically a rude business practice that makes me question whether I really want to do business with you.

In business today, the world is small. It doesn’t take much to tarnish your brand. Your brand identity is built through all your interactions in business, including your marketing materials, how you answer the phones, to how your service and support organizations treat your clients. So when you deal with vendors, extend the courtesy to them that you would your clients, business partners and other people associated with your business. I know people don’t like delivering negative messages, but if you treat your vendors this way, do you treat your customers any differently?

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7 Responses

Comment from peter caputa
Time: October 20, 2007, 7:01 am

Hi Debra. Rick Roberge linked to you and suggested that people read your post and tell you what’s “wrong” with your thinking. You said you’re ok with “rejection”. I hope you’re ok with constructive criticism too. But, I give you permission to delete this if you’d like.

I don’t ever consider it my prospect’s responsibility to do anything that they didn’t say they’d do. That’s the short of it.

The long of it… I don’t “count on” business until it’s signed on the dotted line and I have their credit card on file. So, one prospect would never effect whether I’d take on another. When I get too busy ramping up clients, I simply tell prospects that we’ll have to wait a week or so as I am busy this week with prior commitments.

I also consider it my responsibility to figure out the who, how, what and why someone would hire me “from their words”, as well as why they might hire someone else to help them accomplish similar goals. I don’t consider it their responsibility to tell me.

Unfortunately, prospects aren’t obligated to do anything, include being honest or forthright. And most prospects are not completely honest and very few are very forthright automatically. Again, I consider it my responsibility to earn their trust and respect, so that they become comfortable sharing their dreams, goals and budget, so that I can ultimately make a recommendation to solve their problems. The people that come for the journey with me through this process are the ones I invite to be my clients. Then, they can say “yes” or “no”. But I also insist that that happens face to face or by phone right after I’ve made the recommendation. If there’s something to think about or it’s a “maybe”, it’ll most likely be a no. So, I’d rather hear them say “no” now. This way, we can both move on.

Of course, I wasn’t born doing this process. I learned it from Rick and I’m still learning how to reliably and systematically build my business, not get emotional about whether someone becomes a client or not all while helping the people who want my help.

Look forward to seeing you around. Kate Hyland Mercer was telling me great things about the work you do.

Comment from peter caputa
Time: October 20, 2007, 7:02 am

Oh yeah. When prospects don’t do something they say they’d do, I usually tell them that we probably won’t be successful working together… because being successful with my services requires active participation and accountability. Otherwise, there’s no sense in them wasting their money or my time.

Comment from Debra
Time: October 20, 2007, 2:32 pm

Peter,

This is what blogging is all about – conversation! You don’t have to agree with my opinion – that’s ok. But I would hope there is no right or wrong with my opinion. Because it is just that, my opinion.

But I will agree with you, the prospect doesn’t have to do anything they didn’t say they would do, but when you are competing in today’s world, everything you do, or in this case, don’t do, affects your brand. And that was the point I was trying to make.

Behaving professionally, and doing it consistently, helps to solidify your brand. We’ve all seen the ramifications of those who “burn bridges” that someday come back to haunt them. This type of behavior is no different. Leave a bad impression on someone and it just may hurt you in the long run.

On the other hand, when someone does get back to me with their decision and let me know who they chose and why, I have a lot of respect for that person. Even though I did not get their business now, they have made a favorable impression on me and that will go a long way in the future if for some reason our paths do cross again. And that, my friend, is what living up to your brand is all about.

Thanks for the comment. I’d love to hear others on their opinion on the connection between people’s behavior and the brand image.

Debra

Comment from Rick Roberge
Time: October 21, 2007, 6:37 pm

Debra, my bad! Wrong was my word, but I didn’t mean that you did anything wrong. I agree with you. Buyers and sellers should work together to reach mutually beneficial “deals”. Unfortunately, many buyers believe that sellers are trying to take advantage of them; that they’re not telling the truth. They put up a wall. Don’t give sellers full information. Sellers have to be better at getting the truth than buyers are at hiding it and interestingly, buyers often feel that they’re doing the right thing. Bottom line, think of yourself as a marketing doctor. Someone comes to you and says, “I’m sick.” It’s your job to cut through their crap and figure out what’s wrong with them, how to fix them, and whether or not you’re the solution. YOU ARE THE DOCTOR! They have no say. You get to say, “Yes.” or “No.” If they give you any reason, you have the right to ask them to go away. If you’ve done your job (as a salesperson/doctor) properly, they’ll understand the what, why, etc about their problem. They’ll understand that you understand and they’ll hope that you’ll agree to help them. You, as the expert and the doctor, should either agree to help them or send them to someone who can.

Comment from Debra
Time: October 22, 2007, 5:55 pm

Rick,

Thanks for commenting. I agree with both you and Peter when you approach the customer from the sales perspective. But, my post (and gee I hope I wasn’t totally misleading here by using the phrase “sales conversation”) was addressing this type of behavior from the effect it has on your brand. Many companies associate the words integrity, honesty, treat people with respect, etc. as part of their brand, which is the promise you make to the customer that you and your employees must deliver on every day. When your behavior conflicts with the brand identity you have tried to create, you eventually damage your brand in the marketplace.

Debra

Comment from Rick Roberge
Time: October 22, 2007, 9:06 pm

Absolutely understood! So many companies have different sets of rules for themselves and the companies that are trying to sell to them. We make cold calls, but we don’t take them. Our salespeople go out every day, but we have, “No soliciting” signs on our doors. I expect you to take my prospecting call, but I won’t take your prospecting call. I expect you to give me a referral, but I don’t know you well enough to give you a referral. How about this, “I want to think about it.” but I don’t want you to think about it or, “We have to get three bids.” vs “I came up with the solution, why can’t you just buy it from me?” Do I understand? First we have to fix our own heads….Then, we can change the world.

Comment from peter caputa
Time: October 25, 2007, 7:35 am

Good stuff, Debra. Appreciate the “blogversation” too.

And we’re in agreement. It’d be great if everyone treated everyone like they wanted to be treated. Unfortunately, there are more people that treat small business owners and sales professionals poorly… when most just want to help people.

PS. “Wrong” was Rick’s word. That’s why I put it in quotes.

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