In my second job I was handed an account from my boss. At first, I was grateful, but I soon realized that I was the fourth salesperson in two years to handle this account. Their facilities manager, Scott, was a bully. I tried to write a more creative description, but he was a bully. He knew that he had the upper hand on salespeople, and he used us. He was rude, demanding, and impulsive, but I think his worst type of behavior was his dismissive attitude. He acted like we didn’t exist.
Although I made very good progress with the account, Scott still hadn’t warmed up to me after a couple years. He still treated me poorly and dismissed me as though I didn’t exist. Then, one day I had an idea to help a brand-new salesperson that I was mentoring. This new salesperson needed to understand the details of how many of our clients’ sites operated, and there was only so much I could teach him. So, I thought that I’d bring him to our most complex account and ask Scott to show him around. I dreaded the conversation, but here is how it went:
Me: Scott, I was wondering if you could do me a favor. I’m mentoring a new salesperson and I want to make sure he understands how our accounts operate. If possible, could you give him a tour and show him some of the progressive things that you guys are doing here?
Scott: Sure, Chris. I’d love to. When?
After pinching myself and looking around for another Chris in the room, I realized that I wasn’t dreaming, and that Scott actually knew my name – it was the first time he’d used it in two years. I coordinated a schedule with him and from that point on, Scott treated me much differently. He was never warm and fuzzy, but he didn’t dismiss me anymore. He was on time to our appointments and would ask me for input. He was human to me. It wasn’t a change in Scott’s personality – it was a change in our relationship.
If you want to soften a hard relationship, ask your customer for a favor. I know that’s counterintuitive, but it works. As salespeople, we feel as though we should always be giving to our customers: paying for lunch, bringing them ideas, thanking them for their time, etc. However, when relationships are unilateral, we take away the flattering opportunity to help. Think about the times you’ve helped someone else and how satisfying that experience was. Well, if all you do is give, give, give; you take away that experience from your customers.
So, that’s it. Ask them for a testimonial or to attend your kid’s charity event or to give you a detailed tour of their facility. You’ll be surprised at how the relationship shifts.
