Is there anything such as a “wrong” customer? The short answer is yes.
The long answer is that a “wrong” customer isn’t a good fit for many reasons. Such customers are never satisfied because they don’t have a clear picture of what success looks like. They don’t have realistic expectations on how long a project will take. They don’t have a clear idea of what they want when a project is launched, so it’s no surprise when they don’t know that you’ve provided the right thing.
That’s why VIABILITY is so important. You must know that you offer a viable solution for your customer – and the customer must be a viable user of your product or service.
How do you know when two-way viability exists? Try the “NEST” test:
It’s not enough to get a customer to agree with you or your features and benefits. You want decision-makers to passionately talk about the results they will get from your product or service. They should be anxious to get started. If they haven’t jumped in with both feet, they don’t yet clearly see a real need for your product or service. You need to help them see, feel, and hear the urgency.
It’s always better to sell to someone who has the knowledge or experience necessary to assess your work and offer advice. If not, then you must take responsibility for educating that customer about what to expect so that they can assess and offer input. This can work to your advantage because as the “educator” you gain credibility with the customer.
If there are competitors also vying for the customer, all the better. Why? Because it means that the customer has a track-record of success and others want to be a part of it. Think about it: Do you really want business that nobody else wants? It’s also critical that you’re selling to successful decision-makers and influencers who can knock down barriers for you. Remember that when you leave at night, you want successful internal salespeople still working for you.
Setting unrealistic due dates and overcommitting to various things are some of the most common reasons a project crashes and burns. In either case, people are not happy. As of this writing, for example, a high-tech tunnel is being built on the Seattle waterfront. It’s expected to be done mid-2018—the original due date was summer of 2015. Seattle asked for unrealistic due dates and the contractors said yes. Are there unhappy people on both sides? Without a doubt.
Use the NEST-test to ensure you and your customer are a good match.
Are you winning the wrong customers? Read more about the NEST-test -> CLICK HERE
To learn more about two-way VIABILITY go to www.thefiveabilities.com or get Winning Lifelong Customers with The Five Abilities® wherever you buy books online.
Have you ever sold to the wrong customer? How did it work out? Post your comments below.
©2017 Rick Wong, The Five Abilities® LLC