The No. 2 Weakness of Salespeople

The No.2 Weakness of Salespeople

What do you expect from every person you take on as a customer? Notice I said expect, not want. There’s a big difference. We all want customers to be loyal, buy our products, follow our lead, do what we suggest and so on. But when it comes to expectations, what do you expect from people you sell to? The answer is commitment.

I expect every one of my customers to be 100% committed to me, and my company the day they become a customer. Truth be known, 90% of all new prospects are not committed at all. They have no expectations of themselves of being loyal as a new customer because they weren’t given any expectations when they signed their first order.

They’re just in the “trial” stage, waiting to see if the company they just bought from is going to deliver what THEY EXPECT. 

There’s only one way to get real commitment from new prospects that will quickly lead them to becoming true customers and that’s by doing what most salespeople are not good at and afraid to do, set expectations to be a customer the first day they meet them. Remember true customers are buying more than 51% of their needs from you. They’re on your side, buying more from you than they are from your competition. True customers are your sales force, they defend you against competitors and are 100% committed to supporting you and your company. They developed expectations for themselves to do everything they can to help make your company successful.

Salespeople are afraid to set expectations and ask for commitment in fear of scaring prospects away. But clearly verbalizing expectations before selling new prospects helps you figure out where prospects stand and how committed they are to becoming one of your customers. If they aren’t committed on day one of signing, they’re unlikely to be more committed later on or become great customers. 

I’ve never met a prospect who knew what my expectations were to become a customer. They may think they know based on their experience with other companies, but I guarantee expectations to be a customer for our company are a lot greater than the expectations of any of my competitors. 

Laying out expectations that require customers to commit is asking them to make you a priority. It creates an understanding of the obligation between you and your customers that provides purpose and a pledge they need to uphold. In addition, setting expectations and verbalizing them will eliminate surprises and keep things from going wrong later on. It allows you to control the outcome and the success of both you and your customer. 

People who are committed to a cause cooperate at a higher level, try harder, look for innovative solutions when faced with obstacles, don't consider quitting to be an option, are persistent and always extremely resilient. 

Taking commitment seriously and following through sets a positive example for others who come on board with you.   

To learn how to get prospects and customers truly committed, watch the screen cast titled, “How to Overcome the No.2 Weakness of Salespeople.”

Happy Selling,

Rod Osthus