A Quick Lesson About Knowing Your Customers
I don't share much on here - mostly because there are quite a few smarter and more successful people in the room that provide a lot of help. But I ran into a situation today that was pretty eye-opening and I think it provides a good lesson to both those with customers and those starting out.
When it comes to selling, there are certain rules you need to follow so that you don't get burned. There are also rules for qualifying to ensure you don't bring on clients that eat up your time and energy.
Maybe "rules" isn't the best word... but guidelines. Guidelines to recognize when someone is wasting your time. Recognizing when a prospect is putting you off ("call me in three months"). Or realizing that the gatekeeper isn't letting you through on purpose ("the owner is out of the country right now"). Or prospects who try to low-ball everything you do (asking for discounts, work before payment, small steps instead of addressing the bigger and more expensive problem). Or customers who always seem to delay payment (can't reach them by phone, out of the office, says call me next week, etc...).
Generally the idea with these people is either to A) take control of the conversation and sell them or B) drop them as a prospect or, in many cases, a client. The reason being is you don't want to waste time, money, or effort chasing down prospects and clients. Trust me when I say... this can be very demoralizing. Especially chasing down those pesky clients who are late with payments.
But what if there's another option? Option C) take them at their word and wait it out.
I know, sounds horrible. But in some cases, it may be the right call. Because when we talk about PROSPECTS or CLIENTS we're talking in a very general sense. Everyone is lumped into one category as if they're equal. But they're not - they're individual people with different personalities.
Ex.
I have a client who is very hard to get a hold of. He frequently delays payments. There always seems to be an excuse. When I set meetings for us, they're often delayed and I can't get him on the phone. This can - and has - happened for weeks at a time. He's an absolute headache most of the time - even though he's a great guy.
Most would say get rid of the guy. It's obvious.
But reality is: he's a hard-headed, loud mouth honest-to-god WORKER. He wants things done when HE wants them done. He tries to low-ball me because he likes to negotiate. He has 5 companies, a couple dozen employees, and likes to vacation... so he's hard to get a hold of. He delays payments sometimes but typically pays cash up front for the job.
I've set three meetings in the last three weeks, two of which were cancelled, for a small couple-hundred dollar job he wanted done. I coulda said screw it - I got the "out of the country" excuse (which he was) and couldn't reach him by phone even at times he told me to call. But I know that we he wants work done... he wants work. And by the time I met with him today that couple-hundred dollar job turned into 10k+.
Another Ex.
I have a client who buys every 6 months. Usually large content updates for his website - more citations, video, blog, service area stuff. It never fails - 6 months on the dot. I call, send an invoice, and take care of the work. Super simple, 5 minute process. It's been going on for two and a half years now.
We talk for maybe 60 seconds each time. I ask "are you ready for another update" and he says yes. The price or service doesn't change. Both he and I know exactly what he wants, and nothing more. I've tried to offer more once... and he wasn't having it. He made it abundantly clear.
He never told me to call twice a year. He doesn't know I mark it on my calendar after each conversation. But I know that's when he buys, so that's when I call. I know this because I know my customer.
--
Just a quick note I wanted to leave. I know we like to talk about prospect and customers and rules and guidelines for not getting burned (or selling more stuff). But I think it's extremely important to realize that we work with individuals, above all else. And exceptions can and should be made.
Sometimes it's okay to work for less.
Sometimes it's okay to be pushed to the side.
Sometimes it's okay to accept excuses when they seem like shit.
And sometimes it's even okay to work for free.
But you have to know WHO you're making these exceptions for - and hammer down WHO you will not make them for.
When it comes to selling, there are certain rules you need to follow so that you don't get burned. There are also rules for qualifying to ensure you don't bring on clients that eat up your time and energy.
Maybe "rules" isn't the best word... but guidelines. Guidelines to recognize when someone is wasting your time. Recognizing when a prospect is putting you off ("call me in three months"). Or realizing that the gatekeeper isn't letting you through on purpose ("the owner is out of the country right now"). Or prospects who try to low-ball everything you do (asking for discounts, work before payment, small steps instead of addressing the bigger and more expensive problem). Or customers who always seem to delay payment (can't reach them by phone, out of the office, says call me next week, etc...).
Generally the idea with these people is either to A) take control of the conversation and sell them or B) drop them as a prospect or, in many cases, a client. The reason being is you don't want to waste time, money, or effort chasing down prospects and clients. Trust me when I say... this can be very demoralizing. Especially chasing down those pesky clients who are late with payments.
But what if there's another option? Option C) take them at their word and wait it out.
I know, sounds horrible. But in some cases, it may be the right call. Because when we talk about PROSPECTS or CLIENTS we're talking in a very general sense. Everyone is lumped into one category as if they're equal. But they're not - they're individual people with different personalities.
Ex.
I have a client who is very hard to get a hold of. He frequently delays payments. There always seems to be an excuse. When I set meetings for us, they're often delayed and I can't get him on the phone. This can - and has - happened for weeks at a time. He's an absolute headache most of the time - even though he's a great guy.
Most would say get rid of the guy. It's obvious.
But reality is: he's a hard-headed, loud mouth honest-to-god WORKER. He wants things done when HE wants them done. He tries to low-ball me because he likes to negotiate. He has 5 companies, a couple dozen employees, and likes to vacation... so he's hard to get a hold of. He delays payments sometimes but typically pays cash up front for the job.
I've set three meetings in the last three weeks, two of which were cancelled, for a small couple-hundred dollar job he wanted done. I coulda said screw it - I got the "out of the country" excuse (which he was) and couldn't reach him by phone even at times he told me to call. But I know that we he wants work done... he wants work. And by the time I met with him today that couple-hundred dollar job turned into 10k+.
Another Ex.
I have a client who buys every 6 months. Usually large content updates for his website - more citations, video, blog, service area stuff. It never fails - 6 months on the dot. I call, send an invoice, and take care of the work. Super simple, 5 minute process. It's been going on for two and a half years now.
We talk for maybe 60 seconds each time. I ask "are you ready for another update" and he says yes. The price or service doesn't change. Both he and I know exactly what he wants, and nothing more. I've tried to offer more once... and he wasn't having it. He made it abundantly clear.
He never told me to call twice a year. He doesn't know I mark it on my calendar after each conversation. But I know that's when he buys, so that's when I call. I know this because I know my customer.
--
Just a quick note I wanted to leave. I know we like to talk about prospect and customers and rules and guidelines for not getting burned (or selling more stuff). But I think it's extremely important to realize that we work with individuals, above all else. And exceptions can and should be made.
Sometimes it's okay to work for less.
Sometimes it's okay to be pushed to the side.
Sometimes it's okay to accept excuses when they seem like shit.
And sometimes it's even okay to work for free.
But you have to know WHO you're making these exceptions for - and hammer down WHO you will not make them for.