So your pipeline is dry and your deals are stalling. The customer owns you and you know it. How do you get out of that? First let’s establish if you are the customers b***** or not. These are the characteristics established by Keenan of Gap Selling that makes you the customers b****, and how to not be that…
I am Gunnery Sgt. Hartman, your senior drill instructor. From now on you will speak only when spoken to, and the first and last words out of your filthy sewers will be ‘Sir.’ Do you maggots understand that?”
Full Metal Jacket, 1987,
When I think of someone being the customers b**** my mind goes straight to that scene in Full Metal Jacket with Gunnery Sergeant Hartman speaking to his privates in training. His recruits could only respond “Sir, yes sir!” to his comments. When the customer says jump, you are asking “how high?” and jumping as high as you can. Ask yourself, are you an order taker or order maker?
Are you the customer’s b****?
When the customer asks for a quote and you don’t ask why they need a quote, asking all the discovery questions as to what they would like to see, their processes and identifying the key aspects, and making it a give and a take, you’re the customers b****. When the customer asks to test out the product, but won’t share with you their decision criteria and the scope of work that would make this a successful test, you’re the customers b****. If you’re doing all that they want but are not giving anything in return, if you’re expected to change your business model no questions asked, wants a price at their point and not willing to budge and you accept, and or if the customer asks for things and gives nothing back, you guessed it…you’re the customers b****…
Hopefully you went down that list, had a glass of whiskey, looked in the mirror and reflected that you are or are not the customers b****, and ready to change if you are. How do you notbe the customers b****? Let’s look at what Keenan suggests:
- Showing that you are a trusted industry expert and offer valuable insights
- If you are able to articulate the aspects of how your product is able to solve the key problems identified by your customer and through your discovery
- Being able to address key areas of where the customers problems are solved and or not by the competition
- Providing relevant industry insight to your customer that is not solely focused on your product
- Being a strategic partner for your customer where they can rely on your for direction and advice
- Not pushing products, services, features, or benefits
- Being a trusted advisor and industry expert
- If your professional social media posts are insightful
- If your customer knows you have answers to their questions and can solve their complex business challenges
If you can do these things… you are NOT the customers b****. These are things that make you a valuable asset, a trusted industry expert, and will make you a great sales person.
TLDR
Showing value and being a credible source , having self respect allows you to be a resource for your customer and not be their b****.
