Smart Selling: Distributor Sales Strategies from HIDA
Elizabeth Hilla
By Elizabeth Hilla, Senior Vice President, HIDA
You know that old adage: “Don’t take no for an answer”? I want you to throw it out. Forget it.
Yes, I agree that persistence is a strength, but sometimes it’s better to walk away than to push too hard. That’s because, as a distribution salesperson, you’re much more interested in a long-term relationship with your customer than in a single sale. And long-term relationships are built on trust. If you want your customer to trust you, you have to tell the truth, even when it isn’t in your favor. That can mean:
- Sharing both the advantages and drawbacks of the product you’re presenting
- Advising your customer to check out a product you don’t carry
- Agreeing with the customer when it really is better to postpone a purchase rather than making one right away
Does that sound nuts? I’m betting for some successful salespeople, it sounds familiar.
You tell your customer that a new diagnostic test is indeed more accurate, but takes 10 minutes longer. You explain the accuracy benefits, but acknowledge the drawback so that the customer can make an informed decision – even when the new product comes with a better-than-average gross margin.
You agree when the customer decides not to invest in a particular piece of equipment right now because a new model is expected shortly – if indeed that’s the best decision.
You do these things because you always have your customer’s best interests in mind. And that’s why your customers trust you and rely on you as their long-term supplier partner.
Think about it in a different context. Have you ever taken your car to a mechanic who told you your car didn’t need the service you were asking for? Maybe it was making a funny noise and the mechanic said it wasn’t a problem and wasn’t worth fixing. Or he told you that the filter you thought needed replacing could last a while longer. What was your reaction? Most likely, you kept going to that mechanic, and told your friends and neighbors about him as well, because you’d trust him to give you sound advice and not charge you for services you didn’t need.
Most distributors carry thousands of products from many different manufacturers, so chances are that most of the time, you do have the right solution for your customer. But recognize the value of not pushing too hard. Sometimes your honesty in presenting both the advantages and disadvantages of your product will lead to a sale, because the customer lowers her defenses, evaluates your solutions, and decides to place the order. Other times, you won’t get the sale today but you’ll grow your relationship and your future sales.
Sometimes, saying no can be a powerful way to become the trusted advisor your customers rely on.