A Valuable Lesson - It's not always about the Price

Recently I had an opportunity to read a blog by Colleen Francis on sales relationship. The blog reminded me of when I was still working as a sales rep for my current employer and the lesson that I learned from making one phone call.

Back when I was a rep I remember trying to land the business of a fairly well-known construction company. But Jack, the owner, was very up front with me from the get go.

"Chris, I know that your company carries high quality products. It's just not feasible for me to pay 8% more for something I'm already happy with".

Each time I approached him he would give me the same objection.

One day he inquired if our company carried rollers for his equipment. He had been having problems finding this part because it was for a newer model equipment. Unfortunately our company didn’t carry that product line so we missed out on a golden opportunity.

A week or so had passed when I came across an ad showcasing the rollers in one of the heavy equipment magazine.

Recalling Jack's interest I decided to call Jack to let him know about this company. He didn't pick up so I just left a message with their contact info.

A few days later I received a voicemail from Jack.

"Chris, this is Jack. I wanted to thank you for the recommendation. The company you referred me to had the rollers in stock. And despite your higher price I've decided to do business with you. Give me a call when you have a chance".

He's been a loyal client ever since.

Months later he told me that he chose to do business with us because I went out of my way to help him when I didn't have to. He also confessed that it was never all about the price. He wanted to do business with someone that genuinely cared about his business.

Looking back at the situation, that one phone call taught me a valuable lesson in my career. Sales is about relationships and people will always choose to do business with those that have their best interest in mind.