I'm from Missouri. We're known as the "Show
Me" state. Maybe that's why for most of my life, I've been fascinated with
the incongruity between what someone says and what they do.
Napoleon Bonaparte said
"The best way to keep ones word is not to give it." In sales, that
advice seldom works. Customers want commitments in writing, if they are wise
enough to request them. However, occasionally they accept the word of the sales
person. Are you known for keeping your word?
Ask yourself these questions:
* When making a promise face-to-face, do you confirm details in writing?
* Did your customer understand what you told them or just what they thought
they heard?
The Written Word
Sometimes, sales people speak to a customer about a monthly lease payment
option of either $1,200, or $1,500 without going into the specifics, in
writing, of the lease structure.
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What will your customer remember? Usually the lowest number sticks in
people's minds. They'll be upset with you when you show up with a lease
contract for 72-payments of $1,500 per month. They believe the equipment will
be obsolete in 5 years. If they feel you used the old "bait and
switch" sales tactic. You may never regain their trust.
What really happened? Poor communication. How
do you avoid this? Write down the specifics of your proposal and walk your
customer through it. Don't trust that email or a fax will tell your story and
that your customer will understand or even read the fine print. Business owners
wear many hats and seldom it's the legal beagle one.
If the customer is remotely located or the
dollar amount of the sale is too small to justify a face to face visit, review
your entire proposal point by point via the telephone. Confirm that they
understand what the paperwork says by asking open-ended questions like these:
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*
What do you think the equipment will be worth at the end of 6-years?
* Which end-of-lease option will you probably choose: Return the equipment,
Continue to Rent it or Buy it for the fair market value?
* If you choose to go to your bank for the financing, how long of a loan term
will the bank be willing to give you?
Open-ended questions usually begin with the
letter "W". Who, What, When, Where and Why. I also love the word
"How". The famous TV psychologist, Dr. Phil has made a fortune asking
clients "How's that working for you?" Next month, we'll talk about
body language mixed messages. My favorite example of Reading Body Language is
nodding yes while saying no. We saw this in the Bill Clinton - Monica Lewinsky
trials. Have a great month! DC
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Mary A. Redmond provides highly
specialized information for corporations, managers and dealers who negotiate
and manage leases. With 28 years in the leasing industry, including 21 working
for the largest leasing companies in the U.S., Mary knows leasing. You may
reach Mary at 913-422-7775 or