Page 54 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Quick Ideas 34 to 35

35

All Buyers Are Liars

A group of prospects were meeting with a sales represen-

tative at a Colorado steakhouse, and all were complaining that

their steaks were overcooked. When the waiter came and asked

whether everything was okay, all the people who had just com-

plained said “Sure, everything’s fine.” As the waiter walked

away, one fellow said “I wouldn’t come back to this place again

if they paid me.” How many times have you lied to a waiter or

waitress and told them everything was okay, when in fact the

service or meal wasn’t good? It’s easy to remember that there

are two kinds of objections that customers have: (1) the ones

they tell you, and (2) their

real objections.

Ben was a loyal buyer Assignment

from a warehouse distributor. Remember the question,
One day something went “What can we do to earn
wrong, and he stopped doing your business,” or “What can
business with them. He went we do to get your business
from being a customer back back?” When you put the
to being a prospect. When a prospect in a situation of help-
new sales rep was assigned ing rather than whining and
to call on Ben, he knew that complaining, the likelihood is
getting the truth about what they will tell you the truth in-
happened might be difficult. stead of putting you off.
When he sat across from Ben

in the office, he asked one

simple question, “What will it take to win back your business?” He

put Ben in a situation where he could be positive and actually

share what the business needed to do to get back in his good

graces. Instead of allowing Ben to criticize his company, the sales

rep allowed Ben to help find a solution.

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