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SELLING TO
TOUGH CUSTOMERS
“People do funny.”
          - Richard Horner
“Yep... and so do you.”
                - Andy Horner
Customer Rule of Thumb
  Never take yourself too seriously.
Always take your customer seriously.
Selling to Hot Heads
Andy,

I signed up, I scheduled time to be available, I went to the webinar, and
I could not hear a thing. My prompt said that I was being muted by the
host of the webinar. I sent in two questions about my situation and in
ten minutes no one responded.

You are giving sales training? Really?

The hell with you,

Jim
Andy,

I am so happy for your success.

You not only did not answer my question, you did not ask any questions
to clarify my challenges. The patronizing school girl pout from your last
line came through loud and clear. Do you really work for Jeffrey? More
importantly are you going to take that skirt off and wade back into the
                                       s
fight? I still have unresolved issues and one foot out the door.

Are you going to let me walk away?

Jim
Jim,

First off, I don't work for Jeffrey. I work with him - we're partners.
I'd be thrilled to answer your question. Give me a second to get
my notepad out of my purse.

Waiting patiently with pen in hand from hell,

Andy
Andy,

I read your e-mail and smiled right away and then grunted out loud.
I re-read it this morning two or three times and laughed out loud.
Nice job.

I read over our e-mails of the last few days I am afraid that the person
acting like a diva was me. Please accept my sincerest apology. Its good
for me to get knocked off my high horse once in a while and have to
crawl back into the saddle. Again please forgive my personal assault.

Yours truly,

Jim
Conflict Resolution 101



1. Listen
Conflict Resolution 101


     1. Listen
1. Listen
Conflict Resolution 101


     1. Listen   2. Understand
1. Listen
Conflict Resolution 101


     1. Listen    2. Understand
1. Listen



   3. Apologize
Conflict Resolution 101


     1. Listen    2. Understand
1. Listen



   3. Apologize     4. Fix
Words of Wisdom
Think before you put it in ink.
Selling to Tough Customers - Ace of Sales
What is my favorite word?
What is my favorite word?
   Reconciliation
How to respond...
With understanding and action
Selling to Rude Critics
Andy,

Read your piece. Suggest you learn to spell.

Donald
Andy,

Read your piece. Suggest you learn to spell.

Donald




Donald,

I rerread it twise adn did'nt see a syngle mispeled word.

Thansk, thow!

Andy
Selling to Tough Customers - Ace of Sales
Words of Wisdom
Let your critics smack themselves.
How to respond...
With grace and creativity
Selling to Busy Bees
What not to do...
•   Don’t   bludgeon them with “How ‘bout now?”
•   Don’t   check in with “I’m checking in...”
•   Don’t   accuse with “But you said...”
•   Don’t   annoy with “Any further questions?”
•   Don’t   keep calling with nothing to say
•   Don’t   be overly eager or intense
•   Don’t   sound desperate
•   Don’t   bribe them
•   Don’t   write in paragraphs
•   Don’t   write in streams of consciousness
•   Don’t   ask them to do the work
•   Don’t   ask about their kids
•   Don’t   give up
What to do...
•   Follow up quick
•   Offer ideas
•   Send relevant articles and info
•   Send customer examples
•   Use humor
•   Send them a referral
•   Buy them lunch
•   Ask a simple question
•   Be clever
•   Use visuals
•   Use email, video, and print
•   Call on occasion with something new
•   Keep going until they ask you to stop
Selling to Tough Customers - Ace of Sales
Words of Wisdom
During the initial meeting,
  tee up your follow up.
How to respond...
With value and persistence
Selling to Serious Sam
 and Sir Talks-a-Lot
Extrover v Introver
   ts    s.   ts
Extrover v Introver
   ts    s.   ts
Extrover v Introver
     ts to s. conversation close
• Lead them the   ts
Extrover v Introver
     ts to s. conversation close
• Lead them the   ts
• Get their commitment before you leave
Extrover v Introver
     ts to s. conversation close
• Lead them the   ts
• Get their commitment before you leave

• Don’t over value the quick closeness
Extrover v Introver
   ts    s.   ts
Extrover v Introver
     ts        s.        ts
• Watch for their signs to sign off
Extrover v Introver
     ts        s.        ts
• Watch for their signs to sign off

• Don’t push them for the sale now
Extrover v Introver
     ts        s.        ts
• Watch for their signs to sign off

• Don’t push them for the sale now

• A reserved demeanor doesn’t mean

disinterest
Relation v
           Rational
   al    s.
Relation v
           Rational
   al    s.
v
Relationtime to bonding over shared
• Give plenty
                Rational
      al
interests     s.
v
Relationtime to bonding over shared
• Give plenty
                Rational
      al
interests     s.
• Don’t focus on the details, unless they

probe
v
Relationtime to bonding over shared
• Give plenty
                Rational
      al
interests     s.
• Don’t focus on the details, unless they

probe

• Reveal your passions and emotions
Relation v
           Rational
   al    s.
Relation vachievements and goals
• Ask about their
                  Rational
     al        s.
Relation vachievements and goals
• Ask about their
                  Rational
      al       s. technical and offer
• Be prepared to get

proof
Relation vachievements and goals
• Ask about their
                  Rational
      al       s. technical and offer
• Be prepared to get

proof

• Get your team experts involved

immediately
Selling to Tough Customers - Ace of Sales
Words of Wisdom
Two things you must quickly
uncover with a new customer:
how they relate and respond.
How to respond...
With wisdom and leadership
Selling to Dr. Jekyll
   and Mr. Hyde
Words of Wisdom
Sit on them a short while.
How to respond...
  With patience
Selling to
The High Maintenance
Words of Wisdom
Drop them an appreciative
 hello from time to time.
How to respond...
With brevity and follow-through
Selling to Top Brass
Selling to Tough Customers - Ace of Sales
Words of Wisdom
He who talks first loses.
How to respond...
With respect to their legacy
Try This
   Respectfully say,
“I completely disagree.”
• The term, “That’s interesting” is usually
Voice Cues
negative

• Give short answers unless you hear, “Tell me

more!”

• The reply, “Uh, sure” translates to “Do I have

to?”

• If their voice becomes rapid or raised, cut it

short
Body Cues
Body Cues
Body Cues
Body Cues
Body Cues
Body Cues
Body Cues
What’s the best way to shake a
            hand?
Selling to Tough Customers - Ace of Sales
Selling to Tough Customers - Ace of Sales
Don’t baseFinal decision to hang in
           your Thought
there
with a tough customer on your
feelings.

Base it on the degree to which they’re
being unreasonable and affecting
other customers.
SELLING TO
TOUGH CUSTOMERS

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Hinweis der Redaktion

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