3 Lessons Learned in Less than an Hour

Yesterday my husband and I went shopping for a new BBQ. We are not big researchers, we pretty much know what features we want and we typically have a price range in mind. We are brand-sensitive but not brand loyal. In other words, we can be sold! Here are three lessons learned in less than an hour:

1. “We can’t do that”

The question we asked was can they assemble and deliver for $50 rather than $85? We live less than a mile from their location. There was no explanation, no follow up words. Just “We can’t do that.” BTW, the grill we were about to purchase was $900 – not their most expensive but they let us walk out the door for $35. The salesperson didn’t bother to make us think he tried or to stop us from walking away. Just said “We can’t do that.”

When was the last time you said or heard “We can’t do that?” Have you lost a $900 sale over $35 without making an effort to determine why “we can’t do that”? Could you have added something of value to the customer to ease their pain or to let them win or revisited an old policy? In our case, the salesperson could have offered us a cover for the new grill to compensate for the $35 and made the sale. Instead he watched us walk out the door feeling dejected.

2. “It will last 25 years”

Sounds great to many but we realized this thing could last longer than us! That’s a reality we really didn’t want to face!! Wouldn’t it have better for the salesperson to ask how long we intended to use the grill we purchase? The answer was 5-10 years. We actually like replacing things and find joy in buying new. Plus, within 5-10 years infra-red will probably be greatly improved technology and we will want to upgrade. To some 25 years is a plus. To us not so much. They could have had a repeat customer!

Do you know your customers? Do you ask them what they want or do you make assumptions? “It will last 25 years” – if the salesperson just looked at us he would have known that may be overkill! Think and ask – do not assume. Yes, to some 25 years would be a great thing. To others maybe not. Ask questions.

3. “We don’t discount”

Want to tell us why? A Weber grill is a Weber grill. Why would I buy it from you when I can get it cheaper someplace else or they include delivery or additional value with theirs?
Doesn’t everyone get this one yet? Why should we buy from YOU? What do you or your companies do to separate yourself from your competitors? If you can’t answer that you’re in big trouble. If you are no different from your competitors at least plan your Going Out of Business Sale better than they will and start soon!

Are you or your employees making these mistakes?

Know your customers, ask questions, find ways to do what previously can’t be done and find your “special”. And if you aren’t special you better become special. As Seth Godin said, “Every interaction is both precious and an opportunity to delight.”