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Dont Buy it Back

Written by: Corey Poirier

Article Overview: This article uncovers the importance of being able to read a sales situation correctly so as to avoid attempting to sell when it's counterproductive to do so.

Dont Buy it Back

A number of years ago I was out on a sales call with a fellow salesperson. This salesperson had a track record that spoke volumes. Well, on paper that is.

I decided to let him lead the conversation with the customer as I was hoping to learn something from his approach.

At the beginning of the call, we re-introduced ourselves to the (current) customer, and as soon as the pleasantries were out of the way, the customer provided us with his wish list. He simply wanted us to prove that our product could meet his production needs and he would sign an order.

Internally, I was quite excited as he was considering one of our biggest products.

Fast forward to what I thought was the end of the meeting and, as expected, the customer worked with us in setting the agenda for our next visit. I personally felt it was time to bring the call to a close.

Apparently, my co-worker disagreed.

So I watched in shock as he launched into a presentation that started with “let me tell you a little bit more about our company and the product you’re considering”. Again, this was a long standing customer that already knew more than a "little bit" about our company and the product.

In fact, the customer’s only real request was that we bring the product on-site for a short trial, and assuming all went well, he would sign the agreement immediately.

Therefore, nothing could be gained by such a presentation (other then him discovering a reason not to acquire the product).

Before long, the customer slammed his hand on the desk and reiterated that he wanted to buy from us, and didn’t feel the need to be re-sold.

Which brings me to my central point: Find a home for your product or service.

Just don’t buy it back.

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