Are you the next victim of a sleazy sale? 5 must-ask questions to ensure you are not;

Sales may be the oldest profession in the world. In fact, the widely regarded “oldest profession in the world” is true sales at its core. Obviously, sales has evolved from the early days. From the 1980’s when we had transaction-driven (sometimes considered sleazy) mantras to “always be closing” and “sell at any cost,” to today’s information-driven decision-making where every buyer and consumer has a wealth of knowledge at their fingertips and isn’t afraid to use it.  

Along with the evolution of the sales process, the markets have become global and the competition intense. In my industry, in Chicagoland alone, there are over 1500 logistics companies. I have customers who get 5-6 cold calls every single day and receive unsolicited pricing through every communication channel imaginable: email, fax, snail-mail, carrier pigeon, etc. With the competition breathing hot and heavy, you’d better bring more than a competitive price. 

Today’s partnerships are about information sharing, partnership and value. So unless you are buying a commodity or doing a one-time transactional purchase, it is important to find a business partner who can add value in the long run (see also my article on surrounding yourself with success).

The following are 5 questions you should ask any Sales Executive that you have vetted and confirmed can handle your basic needs. This should help weed out the guy looking for a quick sale or that’s full of nothing more than hot air. 

How do you demonstrate your market leadership and knowledge?

Why are you a market leader? What do you do that other companies don’t? Give specific examples. 

What opportunities and forums do you offer for client-to-client connection, collaboration and learning?

Does your company offer any seminars for my team and I to learn from and share with peers? Do you offer any referrals to other customers of yours that can help me grow my business, or that I can share best practices with? 

What's your 12-18 month plan for my account?

Are you just here to close the sale and then move on to the next? Or are you going to onboard my business and then work to continuously come up with ways to improve the solution and save us money? What’s your process for evaluating those opportunities for continuous improvement? How often will you perform that exercise? 

How does my account fit with your company's growth strategy?

Is my business important to you and your company? Is my business going to help you reach your goals? Or am I just another customer being implemented? Is my business segment something that you are an expert in? Or am I just an opportunistic close? 

What do you offer me that adds value to our relationship?

With your personal experience, what can you teach me? How can you improve my process? How can you help me solve my challenges? Show me a real example of how you have done this for an existing customer. 

Is your Sales Executive stumbling over his words? Is she resembling a deer in headlights? If yes, then it’s time to move on. If she’s handling your curiosity with natural, solid answers then you’ve found yourself a potential business partner, and you should consider starting a partnership!

 In reading this, if you have other vetting tips and questions which have worked for you, please share them below in comments.