Friday, February 15, 2019

BE PERSISTENT



Have you ever had a customer that has a very difficult reputation? Early in my sales career, I was working for an international wholesale distribution company that was in a major expansion mode. People were being hired there at a very rapid pace, and the opportunity for advancement was everywhere. This was a place where I needed to make a big splash in order to move up the ladder. After I had gone through their training period, I was assigned a sales territory and hit the road with a recently promoted salesman who was tasked with getting me “up to speed” with his former customers. We were on our way to see a guy named “Joe Bob”, who was an imposing figure at 6’ 2” and 300 lbs. and was notorious because he had literally thrown salesmen out of his office by their collars. The stories I was being told were definitely making an impression and creating a bit of apprehension.

Upon arriving at “Joe Bob’s widgets”, we went inside and asked for “Joe Bob” and were promptly told he was out. I have to say that I was a bit relieved to hear this at first, I didn’t want to be thrown out by my collar! As we were leaving, the other salesman tells me that “Joe Bob” was actually standing behind the guy that said he was out! Amazed, I asked why we left when clearly he was “in”. The response astonished me, he said “Everyone knows that “Joe Bob” doesn't like a salesman and he is just mean!” All of a sudden, I had an epiphany, our competitors product was all over “Joe Bob’s” shop, so he was obviously dealing with a “salesman” from our competitor. At that point I made it my mission to take that business away from my competitor and let them know that there was a “new sheriff in town”.

I called on “Joe Bob” once a week for the next two months, each time meeting with a similar response to the one I had received during the first call. I was beginning to lose confidence that I could make the change. I had tried all of the usual salesman tricks, bringing doughnuts for breakfast, pizza for lunch and providing information about new products and trends that might affect his business. Nothing seemed to be working, the only response I ever got from “Joe Bob” was “no, not interested”. (Which had increased from “no”)

Finally, on the tenth week of calling on “Joe Bob”, I got a break. He was just closing up shop for the day when I arrived when he asked me why I kept coming by. Finally, more than three words from “Joe Bob”, this was a major breakthrough! I told him my plan, and that I wanted to earn his business. I explained that I was not going to give up until “Joe Bob’s Widgets” became one of my best customers. Suddenly, laughter roared throughout the office, he smiled and said, “Well, I believe you. No one has shown the persistence that you have in my whole career. I will give you a shot”. He placed a small order with me that night and I had it delivered to him first thing in the morning. (Remember, under-promise, over-deliver)

“Joe Bob’s Widgets” became a good customer of mine. I never completely displaced my competitor, but I never gave up trying, and that persistence paid off. I did become the vendor of choice for “Joe Bob’s Widgets”, always getting the first call when something was needed. I also became known within my company as the kid who “tamed” “Joe Bob”! While he never got any easier to deal with, “Joe Bob” and I did business together for many years until I moved to another company, and we remained in contact with each other until he passed away many years later. If I had given up after three, five or even nine no’s, I would never have had the opportunity to get to know “Joe Bob” or benefit from his vast knowledge of the business.


Eric Johnson is a Strategic Business Consultant, Private Equity Investor, and has started 7 companies on his own.  For more information, go to www.JohnsonCapital.solutions