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Selling Emotion over Product! What are your thoughts?

Having the opportunity to be on both sides of the fence as a dealer to the actual vendor, I    have heard many pitches, demos, product enhancements to help our (their) dealership progress & more.

Is it just business or vendor client relationships? I have been told several times to not get emotionally involved with a client or vendor. As a firm believer in productive results, someone to rely on & being there when needed, getting emotionally involved is a very strong relationship that is hard to break.

During trainings I would ask, to break the ice, what do they enjoy the most besides work? Like family life, kids etc.  You would be surprised how much of a positive response you will receive as it shows the client, dealership or vendor you are interested in what they do on their off time; it’s not just about selling, it’s about caring.  

There are several clients that have followed me regardless of where I go in the automotive business that can call me up on a weekend, including Sundays, to chat & ask for advice. Do I charge them for that? Absolutely not! The thrill of them reaching out to me makes it well worth it. It’s not worth selling a product, purchasing a product  or running away after signing the dotted line, but for a lifetime relationship within the professional world of sales.

Being successful in yourself and not just warped with “BUY BUY BUY NOW BUY FROM ME” attitude is going to be a overall failure because it is all about you.

What about your client or vendor? They are living human beings and can be very emotional with the buying process as it is claimed to be an emotional process.  Why not be a part of that process for them (you) to have a successful sale & a client for life regardless of where you end up in the near future.

Taking the time to go out of your job responsibilities to help solve a technical issue, billing issue, SEO advice and such, then having to tell them; “Call this number they will help you with your issue”.  Just doing these simple things will have your client rely on you as you are capable of doing wonders for them. 

Why push it off and be just an operator on the phone (That is what I call them). 

What are your thoughts?  Do you just have them sign the dotted line and say see you when you are ready to resign? Or do you keep in contact with them regardless if it is about business or not?

You will be surprised of the results you receive. Keep in mind they are the ones that make your paycheck!

All thoughts & opinions are based solely by the author Jennifer Schrader.

Views: 179

Tags: back, basics, client, emotion, emotional, over, relationship, selling, to, vendor


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Comment by Dara Moore on October 13, 2011 at 10:55am
We are all human after all. At our core is the need to connect with others. Those who understand that and can open themselves up to others, even in the simplest way like you said going just a bit beyond normal call of duty & and creating a personalized experience, will be successful in whatever their field. Also when you take the time to get to know the person you are working with, what is important to them & cater to their individual needs so to speak, it gets noticed and is appreciated. It is also what will set you apart from the others.
Comment by Jason Manning on October 8, 2011 at 11:54pm

We're all in the People Business.  I get more done with a customer by talking Hobbies, Family and Careers than I do talking straight business.  I don't get emotional with a client, to the point I can't get the job done, but I do get close to them in conversation.


There are keys in business that open doors.  Being personable is one of them.  Take a person's life and add up all their conversations by categories.  Hobbies, Family and Careers take the cake.  It doesn't take a rocket scientist to figure that out.  Who would pass on the best odds in a bet?  We're in the people business.  Some folks are pure robots.  I like them.  I welcome them as my competitors.

Comment by Jennifer Schrader on October 7, 2011 at 7:38am
Diane - Thank you for your comment! I am glad you see the value within this article and use these skills to further advantage you & your team etc.  I am a firm believer if you connect with them emotionally they will be with you for life!

Comment by Diane Anderson on October 7, 2011 at 7:34am
Wow! Great post about what a good vendor relationship is really about! Unfortunately, there are too few that practice this mindset. Who loses? Both the dealer and the Rep. In my 21 yrs in the business I can truly say I have only met less than half a dozen who builds good relationships with the end user.

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