Force Fit "Solutions"
way to ruin your career? Just establish a reputation as a guy who “force fits” the wrong product into customer applications. Customers will neither forget it nor forgive you for it.
Here’s a quick example. I had a friend in the 80s who was so selfish he tried to make the wrong product fit for the customer. My friend worked for a company that was offering a bonus for selling a particular product. However, the product didn’t work as intended. This friend and his customer spent weeks trying to make it work, but it was just the wrong product for the job. Back then, without the internet or user groups, the customer realized that others had experienced the same problem. The customer felt cheated and mistreated. My friend, while happy with his fat bonus, ended up losing the customer's trust for the sake of a quick profit. He essentially sold something unsuitable for the customer's needs, and as a result, he gained a reputation as someone not to be trusted.
So how do you avoid falling into this trap? First, it should be common sense not to put profit above your reputation. Second, let’s keep it simple with just three rules:
Rule One - If your company doesn’t provide the right solution to the customer’s problem, don’t try to force fit a product into the wrong application.
For example, if your product doesn’t work well in a hot environment, don’t make the sale. Explain to the customer why you would be doing him a disservice with this sale. This demonstrates your integrity and adds to your reputation as a trusted adviser.
When you know that a competitor has the right product, offer to help the customer choose the correct solution. If multiple competitors offer suitable solutions, it's best to direct the customer to the competitor with the lowest overall competitive threat. Online sellers are a good option because they usually focus on processing orders rather than pursuing additional business. Some sellers have even offered to buy the product and pass it along to the customer at cost. With either of these options, you send a strong message to your customers that you are someone who can be trusted.
Rule Two – If no real solution exists, explain the risks of using your product.
Occasionally, there may be situations where a perfect solution is not available. In such cases, a suggested less than ideal option may work temporarily, but will not be a lasting fix. Or maybe the product in your catalog may need to be modified to address the issue. There could be potential risks involved. It's important to ensure that the customer understands the potential outcomes and that your suggestion is being made because we couldn't find any other solutions. This is a win-win, the customer's needs are addressed, and you still have the opportunity to make a sale.
Rule Three – Your solution doesn’t have to be the best on the planet if it works for the customer.
This whole “square peg -- round hole” issue confuses many new sellers. If you wonder if your products and solutions must be the absolute best, the answer is no. If your product works for the customer and solves their problem, it works.
There may be other products that run faster, cost a little less, and have a sexier connection, but solving problems is your stock in trade. The competitor’s product may run for a million operations, but if the application calls for 10,000 cycles and yours will work, you have done the job.
A final word
Some sales managers are on the lookout for salespeople to forcefully promote their company's products or services in every possible situation. This behavior is often a result of poor judgment, although occasionally it stems from an entrenched and exaggerated sense of machismo.
My friend’s management team tried to slam products. They offered outrageous rewards and he fell for it hook, line, and sinker. Losing his customer’s trust was not worth the bonus he received.
When your manager insists you sell the wrong product, get clarification. Are you missing something? Is your manager missing something? If it’s the outdated “I can sell anything to anyone” motto, we need to talk. Give us a call.
a consultant. He serves as a personal coach to industry leaders across many lines of distribution. He has authored 6 books (with another in the works) and has written hundreds of articles for national trade magazines, including IMARK Now Electrical Magazine.
Frank is also a sought-after copywriter of marketing materials for technology companies. His charismatic, yet laid-back, easy-to-follow manner makes him a favorite among public speakers.
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