Getting Beyond Price

I often get calls from NAID (National Association for Information Destruction) members just after they have lost a sale. I remember the frustration and disappointment I felt when that happened to me, and it’s painful. Actually, I would worry about anyone who could simply shrug it off. If losing a sale doesn’t sting a lot, chances are the salesperson lacks the necessary competitive spirit to succeed.

However, as I listen, I hear things like, “Customers only care about price,” or, “No one cares about qualifications.” While I understand that this sentiment originates from one’s immediate state of mind, it still troubles me.

Maybe the account a company lost did only care about pricing. On the other hand, there is also a good chance that someone at that account would “get it;” they simply were not at the table. And, as much as I hate to say it, it could be that the salesperson did not have the knowledge and confidence necessary to make qualifications important during the sales process.

Feeling bad about losing a sale is good. However, failing to look for reasons beyond a simple generalization is not good. Obviously, there are lots of customers who do appreciate qualifications and service—just look at your company’s current customer list.

Bob Johnson is chief executive officer of the National Association for Information Destruction. He can be reached at rjohnson@naidonline.org.