We all know what we expect from customers. We want them to give us their attention, give us a fair hearing, be open to our recommendations and pay what they owe us. Some customers live up to this standard and some don’t. Just about everyone in sales also works at making sure customers like them, the cornerstone of a good relationship.
That’s not all. They also expect customers to be frank and open, even though some have an agenda they keep well-hidden.
Whether accurate or not, most sales reps expect buyers to believe their representations are in the customer’s best interest.
But this is only half the story. What’s missing is at least equally important today when it comes to success in sales. In other words, it’s time to ask, “In the current state of the economy and what consumers have been going through the past year of the pandemic, what do customers expect from salespeople?”
[Customers] may have tolerated some nudging in the past, but not now.
Customers want to do business with someone who understands them. If customers are going to spend time with you, they expect some indication of “instant friendship” or compatibility that tells them it’s going to be OK. They’re going to be comfortable. This is what people mean when they say, “That’s a great salesperson.” If this message isn’t clear, they’re gone.
Customers expect a salesperson to be responsive to their situation. Many customers want to tell you their “story” as the way for you to understand and help them. Most customers know what they want to say, but they may not know how to express it. They are hoping that you will figure it out. If you do, they will reward you by giving you the sale.
Patience sends the message to customers that you want the sale. It’s not what you say, but how you act that demonstrates you get it. If you do, then it’s time to slow down. It takes time for information to sink in. That’s why consumers don’t want to be rushed. They may have tolerated some nudging in the past, but not now. No matter what it is, consumers will find what they want at a price they want to pay sitting at a computer.
Customers expect salespeople to be reliable. There are no second chances; customers don’t come crawling back. They know their options. Social networking is empowering. And when a salesperson gets a bad reputation, the news spreads like a virus.
Customers expect salespeople to be a resource. But there is only one reason Jeff Bezos built one of the largest retailers in the world: consumers are suckers for convenience (read: immediate gratification). Something happens in the human brain when we see the words, “You’ll have it tomorrow.” But there’s another part of the brain that pulls toward “due diligence,” taking responsibility for making good decisions. Finding a salesperson who fuels that desire by sharing their knowledge and expertise, along with a give-and-take, is immensely rewarding.
They expect you to be candid with them. Some in sales think it takes painting a perfect picture of what they’re selling to make the sale. It isn’t. Everyone knows nothing is perfect. What’s refreshing is when a salesperson says, “This is a terrific product. My customers are more than satisfied with it, but it’s important that you follow the periodic service instructions. If you like, we’ll send you reminders.” Customers equate candor with honesty and transparency.
Customers expect follow-through. It’s a useful way to judge a salesperson’s performance before signing the order. “I’ll get back to you late this afternoon with answers to your questions,” says a smiling rep, who gets busy and forgets about it and then blames it on someone else. Whatever picture the customer had of the salesperson changed, and not for the better.
John Graham of GrahamComm is a marketing and sales-strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.
