How a Real Business Owner Wants to Be Sold
It dawned on me after 20 years that it’s one thing to go into a meeting and sell something to somebody, but quite another to be able to consummate a long-term relationship because both sides win—and not just score a “one-time” salesman/woman victory. Do you understand what I am saying?
For example, we were approached to advertise in a college newspaper. It made sense to us because we wanted to get in front of the younger crowd. The ad cost $300 for one month. What kind of return do you think we should get from this? Mind you, the sales kid (he was a kid) helped us with placement and design as we don’t know that stuff!
We trusted that since this is their area of expertise, that they’d know what’s best. So our return on investment was $0. Actually, we lost more than $300, as we had invested quite a few hours of our own time in meeting, discussing, proofing, etc. that should be mentioned. Our time is valuable, right? So, in reality, we lost about $600, if you account for our lost time.
Here’s the thing, the newspaper staff didn’t care that they misrepresented reality when they sold us the ad. They didn’t care that we didn’t get ONE sale—not ONE! They didn’t care that we had just lost $600! They got paid. End of story.
However, they missed out on a great opportunity for long-term relationship, which would have equaled long-term revenue for them. All of these companies are missing out. They are missing out on the simplest fundamental of business-to-business relationships and the most important to success. Here it is: (Are you ready to have your life changed?)
Both parties win. It’s that simple, not one winner, but two winners.
You don’t need to read any further, I’ve made my point.
Bill Farquharson is the president of Aspire For and is a sales trainer for the graphics arts industry. Email him at email@example.com or call (781) 934-7036. Farquharson is also the author of the book, "The 25 Best Sales Tips Ever!" which can be purchased on Amazon. For more information, go to www.25BestSalesTipsEver.com