I often ask business owners, which part of a ‘sales’ equation do you feel is the most important. Is it the company itself, the actual product/service, the price they are charging for you, or the person who is selling it? There are certainly different scenarios that would put one part of this equation above another, i.e. if budgets are tight, then cost/investment may be the greatest priority.
Business owners are pulled in multiple directions (sound familiar?). You have a skill and a trade, and know how to build, design, and repair, but the ‘business’ side of running your business isn’t always easy. After decades of talking with business owners, I would argue that the agent who is sitting in front of the business owner and hoping to “sell” them, is the most important part of the sales equation.
Owners work long hours, struggling to keep up with technology changes, employee shortages, higher costs and so much more. Oftentimes, they end up relying on others for referrals and recommendations to purchase and secure products and services for their businesses. This means that asking the ‘right’ questions and receiving the ‘right’ advice from those who are in the know is crucial.
I work in the payments and payroll space, generally both are conversations people like to avoid. They’re busy, they may have had negative experiences, and they don’t always know who the good players are. Credit card sales agents and payroll representatives who work for a large company often must fulfill monthly quotas (while lining the pockets of company shareholders). They may sell a product such as a new POS system or gateway for customer invoicing, because that’s the only one they have to offer, not because it’s right for their business.
Selling simply to sell is not a true partnership. Sales agents who put their customers first–before the sale and their own commissions—make all the difference.
Below are 6 questions to ask the next time you’re talking with a sales rep:
- Can you show me one of your statements/invoices, is it easy to read?
- Is your equipment leased, and how much do you mark it up?
- Will my fees creep up down the road? Will they change, and if so, when?
- If you have one POS or gateway to sell, how do you know it’s the best one for my business?
- Is your support 24/7 and US-based.
- Would your customers tell me that you answer their calls when they need help?
It’s important to do your due diligence and know about the companies you’re aligning yourself and your business with. What may be even more important, is to ‘screen’ that agent/salesperson. Because ultimately, they are the ones who will submit your pricing for a product/service, install and then train you on it, fight for you if any issues arrive, and then continue to service your account for as long as the business partnership lasts.
Don’t hold back from asking the questions you should, because your company may be the most important piece of your life, outside of health, home and family.
Crystal Cole is the owner of Ledgewater Consulting, LLC. She holds certificates in Business Consulting and Six Sigma, as well as an MBA. She works with small businesses across Maine, providing payment processing and payroll products and services at a fair price, with excellent customer service. Go to www.ledgewaterconsulting.com to learn more.