Page 198 - Company Excellence

Part III: Chapter 7 ‐ What customers really like

• The salesperson enters into business with a red customer
primarily when the customer has convinced himself that the
salesperson is very competent. The salesperson should
carefully consider - and check with ASSESS! - how his
competencies are and what advantages he has to offer.
• The salesperson prepares optimally and concentrates on the
essentials.
• He doesn't talk too much, because the red customer loves to
hold the strings.
• It opens up options for him to choose between.
• The seller does not conceal disadvantages. If the red
customer feels that he has been ripped off, he has lost him
forever.
• It flatters him without laying it on too thick.
• This customer will always try to push the price down, also to
defeat the seller. That's why he lets the customer win - namely
where he has planned this in advance by determining at which
points he is willing and able to make concessions.

The checklist helps your salesperson to optimize the most
important contact phases when dealing with the red customer:

How does the seller act when he sells to a red customer and he
himself...

– is a red seller?

• In this case, he will not have much trouble with the red
customer.

196