Two things are necessary for today’s customers to respect salespeople:
- The salesperson must be extremely responsive. Technology has pushed expectations of response time to an unreasonable level, but that’s where it is.
- Customers must perceive the salesperson as a subject matter expert.
These two requirements can be viewed as paradoxical. Typically, people who respond rapidly are viewed as desperate. Subject matter experts are too busy to respond quickly. However, if one doesn’t respond quickly, they won’t be seen by today’s customers. So, how can we do both? Below are a few ideas.
- Always respond quickly. The coolness of waiting two days to call died years ago.
- Once you reply, don’t be overly available. If they want to meet tomorrow, ask them if next Tuesday works because you’re busy.
- Always let them know: “I can do it sooner if needed – just let me know.” This keeps them from putting you in the “They’re too busy for us” category.
- Overcommunicate status of projects, even if there is nothing to communicate. “We’re still working on the quote and should have it done by Friday.”
Using these ideas, you’ll be respected by your accounts and still be a fast responder.
