The following happened when I tried to buy three large bottles of mineral water:
I visited the first store but couldn’t complete the purchase, because deliveries were only made from 8 a.m. to noon and from 2 p.m. to 6 p.m. In other words, I would have to miss work to receive the bottles, or wait until the weekend (another four days without water).
Because the first seller’s schedule didn’t work for me, I went looking for another seller.
I arrived and ordered the three bottles. The brand of mineral water was new to the local market. The saleswoman said the water was very good, of excellent quality. That started the discussion:
Valério says: Ma’am, don’t take this the wrong way, but I’m the one who decides whether the water is good or bad.
Saleswoman says: Look, I have to say it’s good, because I’m selling it to you.
Valério says: I understand your point, but I insist: regardless of what you say, I’m the one who will decide whether it’s good after I taste the water.
Saleswoman says: Look at this example: my son has this car he uses for deliveries. If he were selling the car, do you think he would say it was bad? Of course he has to say it’s good.
Valério says: Ma’am, he could say whatever he wanted, but I would only decide to buy it after testing the car and confirming it really was in good condition.
Saleswoman says: What kind of work do you do?
Valério says: I work in IT, creating computer programs.
Saleswoman says: When you sell your product, don’t you say it’s good?
Valério says: When I sell my product, I provide references and show the customers who are already using it, if it’s a finished program. If it’s new software, I create prototypes and ask the customer whether that’s what they want—in other words, whether it’s good. If they tell me something is missing, I add it until I finally get the answer: “It’s good!” That answer has to come from them, not from me.
The conversation ended there. I don’t know whether she understood what I was saying, but even though I didn’t agree with her arguments, I didn’t cancel the purchase, since water is a basic necessity ;). If her goal was to persuade me, these arguments would have worked much better:
- This is a new brand in the local market, but it’s one of the best-selling brands in the capital.
- According to research, the source of this water is quite close in quality to water brand X, which dominates the local market.
- Or something even simpler: “Look, I like it a lot, and several people I know like it too, but I’d like you to try it and tell me whether you like it.”
I think the title of this post is clear now. If we want to build trusting, respectful relationships with our customers (and keep them loyal), we need to give customers the means to make the final decision: offer guidance, share examples and references from other people who use the product, and always leave them free to decide whether they want it and whether they like it.
Take care, and see you in the next post.