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A sales methodology trainer shared this intriguing story:
“There were two vendors competing for a prospect’s business, a very large opportunity. Both vendors were evenly matched feature for feature, but one salesperson had a critical advantage: crafty, deep experience!
She decided to set a trap…
She knew that her competitor invited prospects to their headquarters for a day of meetings. A nice catered lunch was always included, and occasionally dinner, as well, at a local restaurant.
Before the prospect embarked on the trip, she said, ‘I know our competition will be inviting you to visit them and I want to ask you NOT to be swayed by how they treat you…’
She continued, ‘They may pay for a private jet and when you arrive, they should have a limo waiting for you at the airport. They’ll probably book a suite for you at the finest hotel in the city.
They’ll likely pick you up in the morning in a limo and after the day’s meetings, they may take you to the best restaurant in the city for a sumptuous meal.
And, of course, your return trip should include the limo back to the airport and a private jet back home.
This is how they have treated other very important prospects. I want you to promise that you’ll not let this experience influence your decision…’ she said.
And the prospect promised accordingly.
The day of the trip to the competitor’s headquarters came and the prospect arrived at the airport, went to the airline counter and was given a coach seat in the middle of the plane. The prospect assumed that there ‘must have been a hiccup.’
At the destination, the prospect looked for a limo, but nope, no limo, so the prospect took an Uber to the hotel. Arriving, the prospect was surprised to find the lodging was a standard room in an uninspiring ‘chain’ hotel.
The next morning the prospect looked for a limo, but had to take an Uber to the competitor’s headquarters. After the full day of meetings, the prospect was ready for a nice evening meal, but there was no such plan. The competitor’s staff went home at the end of the meetings, leaving the prospect heading back to the hotel in another Uber.
As for dinner, the sad prospect ate alone in the hotel restaurant.
You can probably guess the return journey: no limo, no private jet. Just another Uber ride and, sadly, the dreaded middle-seat in coach on the return flight.
The salesperson contacted the prospect after the trip and asked how it went.
The prospect reported, ‘I was really disappointed! Nothing in the travel arrangements was as I expected – it was a very discouraging experience. I’m concerned that that they will treat me the same way as a customer, so I’m giving the business to you.’”
Trap set and sprung!
PS – I wouldn’t do this myself as I consider this unethical but the story was instructive, offering a good lesson of how setting and managing expectations can impact a sale.
And here are resources for ETHICAL customer-facing practices:
Suspending Disbelief: https://tinyurl.com/yc7rsrmy
Doing Discovery: https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
Great Demo! Third Edition: https://www.amazon.com/dp/B0C9SNKC2Y/
Plus the Articles, Blog posts, and more on these Resources pages!