Key Values of Every Business Person
Each individual has two to three values in their business life that are their “sacred cows”. Salespeople who want to “connect” with their prospects and customers need to learn the individuals’ key values.
Among the key values for any businessperson can be two or more of the following:
* money conscious
* people associations
* loyalty to associates and customers
* friendliness
* time sensitive
* reliability
* integrity
* hardworking
The ability to retain business is directly tied to the respect a salesperson shows for each customer’s key values. One businessperson may not know the balance in their personal checkbook, while another customer may be able to tell you the balances in their checkbook and their spouses’ checkbook. An observant customer may comment how highly they value your hard work and determination to complete a project, while another customer may be out-of-town and rarely show interest in your work ethic. Diversity in key values of your individual customers adds spice to your life and helps you become a better person through sharing those values.
An example that I witnessed recently at our office illustrates the importance of knowing your business contacts’ key values. The following incident is completely accurate with only the names being changed.
Two business people (a man and a woman) recently agreed to meet at a nice restaurant to discuss business over a relaxing lunch. Buffy wanted to give Jody information he asked to see before signing a telecommunications agreement. Buffy had a big commission riding on the success of this meeting, so her manager expected Buffy to be prepared and on time for lunch.
Jody arrived at the restaurant at 11:30 this Tuesday morning because it is common knowledge among townspeople that a wait list for seating starts at 11:40 every weekday. Confident that Buffy would be arriving shortly, the staff seated Jody at a four person table. Sipping iced-tea and reviewing the menu, Jody was beginning to relax.
Ten minutes later, no sign of Buffy. The restaurant began to become anxiously crowded for seating, making Jody uncomfortable by himself at a table for four.
Ten more minutes pass without Buffy’s appearance. By this time, the line of anxious businesspeople is filling the lobby waiting for a table. Jody looks at his watch. He has been patiently waiting twenty precious minutes as a prospect holding a table at a crowded restaurant in the middle of the business day.
“Enough. I can’t hold a four person table while full groups wait,” Jody says. He pays for the tea, including a generous tip, thanks the staff at the restaurant and walks toward his car. As he is driving from the parking lot, he spots Buffy is walking toward the restaurant. Jody decides to stop his car and say “hello” to Buffy to find out if there is ANY legitimate reason Buffy was late. To his surprise, she is nonchalant about being late. In the parking lot, Buffy asks, “Are you still interested in discussing the change in your telecommunications service?” Jody politely replies, “No thank you” and leaves.
Later in the day, Buffy’s manager, Tom (a friendly acquaintance of Jody), calls Jody to apologize for the misunderstanding at lunch and ask how the two companies can still engage in business. Jody genuinely likes Tom and Buffy, so the two engage in friendly conversation.
Jody opens with “Tom, I like you and Buffy. I arrived at the restaurant today on time and secured a table, looking forward to conducting business with a nice person over a needed break from the office. I was embarrassed holding a table when Buffy did not take the same interest in our business by being on time or a few minutes early. Frankly, the lack of her time discipline causes me to wonder how she would handle our service contract with your company.”
Tom responds, “Jody, I agree with what you are saying and I apologize. I have had several discussions with every member of our sales staff in identifying two to three key values of each prospect and customer. Obviously, one of your key values is time. As pleasant and professional as Buffy is, one of her strengths is not time. Buffy and I had a long conversation about this scenario and she would like to have another opportunity to meet with you on time. Can we reschedule?”
“You bet, Tom,” Jody said. Same restaurant, same time, different day. On this occasion, Buffy acquired a new customer, a deeper understanding of key values and a hefty commission.
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