Saturday Morning Sales

Kevin Latchford

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Your Personal Opinion and Declining Sales - September 3, 2016

A couple of weeks ago I wrote a very brief, yet hot topic post about politics, social media and sales. I did not expect any phone calls or emails, but boy oh boy did I get them. It seems my post opened the door, so to speak, for a variety of questions ranging from generic about social media being personal to “how dare my customers hold my political view against me”. So, I’m going to use this week’s post to expand a bit on my commentary, and hopefully this post will answer many of the questions I received.

 

To sum up personal viewpoints and opinions with regards to sales, whether you like it or not, people will do business with you if they hold you in high regard. Unfortunately, while this is not always fair, it is reality. To illustrate please allow me to provide you with this example.

 

Robert is a former colleague. We worked together many years ago, and while I’ve not seen him in some time, we stayed in touch by email every now and then. Over the past ten years Robert married, became a father, and moved into a new home in a new neighborhood. All seems pretty normal. Except, Robert and his wife began to change, and this too is normal. They became more successful in their careers and became parents. Like many, their own personal outlooks on life changed, and so the story goes. However, both Robert and his wife went from being somewhat conservative to a bit more liberal in their political views. Both educated in Catholic grade schools and high schools, they have shunned Catholic schools, and are very outspoken about the public education system. They are vocal on big box stores being evil empires, this environmental group is superior to that environmental group, etc. etc. Again, no big deal, right?

 

Well, both Robert and his wife take to social media like moth’s to flames. They seem to take great enjoyment in writing about their opinions and viewpoints. And, while many do similarly, they do not shield themselves behind privacy or security settings. Rather, they are very public, so much so that local newspapers have quoted from their musings. Obviously, when being so vocal, and publicly vocal, you will open yourself up to opposing viewpoints and criticism.

 

It appears that more than a few of Robert’s clients are not on the same page as he is with some of his opinions. In fact, over the past fifteen months Robert has experienced a 21% decline in sales in what was once considered a protected sales territory. And, not too long ago, human resources had a sit down with him to discuss the policies on use of social media. Robert read my post and called me angrily about it. He does not agree that personal opinions and viewpoints should play a role in one’s career, especially in sales.

 

To summarize and wrap up this post, here’s my response to Robert: “Old friend you have got to snap out of it. People want to do business with people they like and are oftentimes like them. You may not agree that sales should be personal, but it is. You have no one to blame but yourself and your wife. You’ve chosen to be outspoken in a public manner and your clients don’t like it or in some cases agree. As much as its your right to your opinion, they too have the right to disagree, especially when your opinion goes directly against their business. Robert, you recently wrote an op-ed on that big box store that just opened down the street from you home, blasting their business practices, hiring policies, etc. Yet, your number one customer sells products to this company. Of course they aren’t happy about your opinion.”

 

So many things came to mind…think before you speak (or write)…it’s not just what you say but how you say it…and remember you chose sales as a career, accept the up’s & down’s that go along with it.

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