3 WAYS YOU CAN HELP THE CUSTOMER NOT TO BUY

We are all buyers, clients, customers for various goods and services. Recently, I encountered three vendors for the service I would like to get. The three vendors operated in various ways to get the sale.

The first one was the patient type and to a certain extent, the friend of the customer. He was understanding, knew his products very well, and listened intently. He was there at every stage of the process. During the final negotiation, he presented a impossible barrier for the customer to decide to buy from him. He wanted an upfront payment for the preliminary assessment so that he would know what solutions he can offer!

The second one was also helpful in the beginning. When it was time to get serious, he pedaled back, wanting to build a more trusting relationship with the customer. He wanted to prolong this 'trust stage' so he would know that the customer will surely buy from him. Instead of presenting the most credible solution and addressing the need of the buyer, he wanted to 'test' the buyer first!

The third one was a non-nonsense vendor. He stated his methods, prices, and his approach to the solutions. But at the earliest stage, he started criticizing the customer for the state of his affairs. He was also saying that after he was done with him, expect that there will be more work (costs) to be done. His contract was one-sided, all provisions pointed to his risk mitigation. 

All these three vendors were successful in helping the buyer not to buy from them. Their perspectives were self-centered- to protect themselves at all costs. Instead of helping solve a need upfront, they relied on their tactics and methods that backfired. 

Contrast to this one vendor. He didn't care about the trusting process, the 'fit' between customer and vendor,  stated his methods and explained his fees. He was consistent, on-the-ball, and no drama. When the customer talked to him, he was assured, well-versed, and credible. He didn't promise the moon but the way he would approach the project was reassuring. The rest of the process was smooth and unencumbered. 

A trusting relationship is critical to any sale. But forcing the trusting relationship by rigging it do not serve the transaction. Building trust is about serving the needs of the client now (when he/she is talking to yo) and being consistent throughout all the stages of the sale. 

Is your process, communication, and projection pro-customer or pro-self-preservation?