Trusting your Customer?

Trusting your Customer?

This post has nothing to do with small business specifically but it has a lot to do with sales and opportunities. I was reading a post on another blog where the writer was explaining that his company could provide:

  • The Best Price
  • The Best Quality
  • The Best Delivery

Please pick any two!

The above reminded me of one of my life’s experiences!

Many years ago I went on sales training with Varian Associates to be a Electron Device Group Sales Engineer. Ultimately I nailed the job and became sales manager. One of the lessons I learned came from a character named Otto. The year was 1975 and folks who were at Varian in 1975 will remember Otto. He was a charismatic NY style sales character with rough edges and a heart of gold. Otto and I along with six or seven other Varian sales guys spent several weeks together visiting Varian’s plants i Beverly, Mass, Salt Lake City, Utah, Georgetown Ontario and Palo Alto California to name a few. Our job was to remain positive while countless product managers at these various factories droned on and on explaining why they should get a disproportionate amount of our time.

Otto had just joined Varian a few months earlier and had been a seasoned sales guy with R.C.A. (Remember them?). His sales tip really came from a single sentence. Well perhaps a couple of sentences.

He had just visited one of his old customers and he explained that when he was selling for R.C.A. that the one purchasing guy told him that Varian’s was getting his business because:

Varian:

  • Had better prices!
  • Had higher quality!
  • Had better delivery!

Now he was visiting the same buyer who explained that he was giving the business to R.C.A. because:

RCA Now:

  • Had better prices!
  • Had higher quality!
  • Had better delivery!

Makes you wonder how this happens?

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