Cam Newton acted like a sore loser last night. At his press conference following his team’s loss in the Super Bowl, the Carolina Panthers’ quarterback was completely disengaged, providing very short answers to the media’s questions before announcing that he was leaving. In his defense, he poured everything into this one moment, takes full responsibility for his team’s performance, and at the very last stage of a long journey, he fell short. The guy had nothing left in the tank at the press conference. I understand his frustration, but I also think he lost a huge opportunity, and taught every sales professional a valuable lesson.
Do you think Michael Jordan became a billionaire on the court? Nope. His 10-figure net worth came from his brand. Regardless of how much he hated losing (and I doubt anyone has hated losing more than Jordan), he always showed up at the press conference looking sharp and promoting his brand. The press conference last night served as a larger stage than any upon which Jordan sat, but Newton let the opportunity slip through his fingers. So why does this matter to a sales professional in the security industry?
Our customers are not transactional. Our customers are repeat customers. When you lose a project, you have an opportunity to show the customer how professional you are. Its real simple: send them a letter in the mail explaining your regret that you don’t get the chance to work with them, but you enjoyed competing on the project and look forward to staying in touch. Then, call the customer and let them know the same thing and for them to look for the letter. In the letter, include a $20 Starbucks card with a note: “you’ve got a big project ahead and you’ll probably need a lot of coffee”.
You have an opportunity to make your customer think “I really like that guy. I hope we can work together soon.” When something happens with the vendor they chose, your professional gesture will resonate with them: “I knew we should’ve gone with her – she never would’ve let this happen.” By the way, the next several times your customer buys a coffee, they’ll think of you.
Either way, you’ve got an opportunity to show your true colors when you lose. Take that opportunity and make sure your customer wants to work with you in the future, and maybe even regret not choosing you on this project.
