OK, you have a customer who wants to achieve something but wants to configure your product or service in such a way that severely restricts the possibility of achieving that goal. Previously I have discussed:
1. Shutting up and selling them what they want
2. Convincing them of the error of their ways
3. Offering balanced advice and support in the direction they want to go
And today we will discuss
4. Walking away from business
There are going to be situations where you encounter customers or potential customers who think they know everything. Some customers do know a lot and will proactively drive a project in the direction that they want - working with such people is no chore at all. However, there are a few clients who, not to put too finer point on it...don't have a clue. They will ignore your advice, drive areas of the project in directions that clearly suggest their inexperience and generally make achieving the intended goal a virtual impossibility. They are the quintessential nightmare client, and everyone has them.
Not only is such a relationship very time consuming and draining on resources, but the chances are that the project you work on is going to be severely compromised. What if, based on this type of relationship you know that a project will knowingly result in business catastrophe? Do you want to be associated with that?
Some of the most difficult concepts a salesperson may face is actually walking away from business, but look at this way. If, by going down a certain course, you aid in the harm or impairment of a business, no matter what efforts you made in dissuading the customer from that course of action - you are still a party to a negative business operation.
By walking away, you say that your company has principles. By walking away from that business, a customer may be forced to think about their actions and again come to you because they value your dedication to achieving the right objectives. There are many professions that have this ethical ethos woven into their whole work strata. Doctors and Nurses are not allowed to aid in the self destruction of patients, lawyers are obliged to resign from representing clients they know to be guilty of an offence.
Aiding in destructive behavior is not a part of our social and moral fibre, so why make it a part of business? By walking away, you are drawing your line in the sand and setting up your ethical positioning. Sometimes your client may appreciate your standpoint and come back with a clearer understanding of your expertise and sometimes your customers will leave and find someone else. I'm willing to bet that the ones that you do lose won't have been profitable to your business in long run anyway.
Here ends my discussion discussing the possible scenarios to the question of dealing with customers wants and needs. Possibly there are more or variations on what I have discussed and I would appreciate your thoughts on this.
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