Saturday Morning Sales

Kevin Latchford

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The Owner Finally Showed Up - May 9, 2015

Last week I was talking, over dinner, with a few friends. We are all in sales within the service / project industry, and while slightly different offerings, we tend to have similar tales to tell about client experiences. It must have been a full moon or something because we all had a recent similar story to share.

It is not uncommon for us to call upon companies that are small-to-midsized where the owner of the company is the president or CEO. And, as such, we are often engaged with this person during the initial sales process. You go through the routine of presenting your company, learning about their company, engaging in various conversations to see if the relationship would be a good fit, and then off & running we go. However, all too often, this is the last time we see or talk to the owner until the project is coming to or just came to a close. He or she put “their people” in charge. The director of marketing or information technology becomes the project lead with the supposed authority to make decision on behalf of their company. They become the voice of their company, including the owner, and so the projects continue. And, although everything appears to have gone smoothly, here it comes…the owner shows back up.

“This isn’t what I wanted!” “I expected this or that.” “Why did you choose to go in that direction, didn’t you understand I wanted to go in a different direction?”

Well, where were you? You gave your team members the authority to drive the project on your behalf. So, why are you now questioning or complaining? As a sales person, we are now on a slippery slope. We can become agitated and defensive. We can throw the clients team under the bus. We can throw our own company under the bus. Or, and here’s my approach, we can address the matter one-on-one with the owner in a professional but blunt way.

Mr. or Ms. Owner, please understand it has always been our goal to make your wishes a reality with the service or project we’ve provided. That is why we spent so much time working with your team to check and double-check along the way. Naturally, we expected your team to keep you in the loop, especially since you told us they were the people you wanted us to work with. I understand you may not feel as though you had much input after the initial sales process, but let’s also be frank, we did specifically as the contract had stated. And, you should be patient and allow your team the opportunity to share with you the project’s success.

Your firm needs to be compensated for the work it did. The owner’s team should be held accountable for their decisions. And, in the end, you may need to suggest that you work directly with the owner going forward. Whatever the outcome, if the owner finally shows up at the end and doesn’t like something, well then he or she needs to accept that it was their responsibility to be more active during the engagement, and they need to respect everyone else’s role.

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