From RealSource... Glenn's Blog

I hear many people complain that the client...

• Is paralyzed on deals (or potential deals) by the horror stories on the evening news.
• Won't listen to the facts.
• Can't make a decision.
• Keeps changing their mind.

These clients are clearly in charge.  They are leading and everyone else in the business deal are following that lead... and often complaining the entire time!

Now, if you are of the school that says "the customer is always right" then I have two questions for you. 

1.  If you really believe that the customer is always right, then there really isn't anything to complain about.  After all, you just agreed they are right!

2.  If you and the customer are stranded on an island and only one of you can be rescued (and the other will die), do you let them choose?  Always?  Really?  After all, they are always right!

I think a bit differently.  I submit that some customers are in need of our help.  Others are not (or not yet). 

The trick is this:

• Some customers are in need of help but don't realize and accept it. 
• Other customers are not ready for help but may think they are ready.

It is this last group (customers that think they are ready but really are not) that can lead you all around the world and jumping through hoops IF YOU LET THEM.  And if you won't lead them, they will lead you on this journey all the way back to where you started (and without a deal).

As a professional, it is incumbent on you to politely, professionally and efficiently ask enough questions all through the process to determine which customers are ready for your help and which are not. 

If they are not ready, help them understand that and move along.  You can begin building a relationship as a trusted adviser but good deals may be weeks or months away.  Spend your time appropriately with that in mind.

Notice I said "ask enough questions."   I did not say "demand they do things your way."   There is a big difference.  

I see many people in sales attempt to lead the process by demanding action, response, and reaction.  These same people then brag about how their demanding process weeds out customers that are not serious.  Well, maybe.  Sometimes.  

"If they won't come to my office to review my process first, I know they are not really serious."

"If they don't have a prequalification letter, I never waste my time on these looky-loos."

I say this demanding process also weeds out customers that want to be professionally led through the appropriate process for them (and that know the difference in leadership and someone just being bossy). 

Think about it from a customer perspective.  As a customer, which do you want:

Someone that waits for you to drive each step the process? 

Someone that does not understand your needs but is sure they have what you need if you'll do as they say?

Someone that works to understand your needs, then coaches and guides you? 

If you were a customer, would you hire you?  

And if you did hire you, can you deliver "a deal" or "the right deal?"