The world of sales is fertile ground for aggressive and competitive in-
dividuals, but it is alluring for the overly aggressive as well. The trick is to
temper one’s aggression with diplomacy or, as one seasoned sales pro put
it, “To be aggressive without appearing aggressive.”
Leaning Too Heavily on the Relationship/ Taking the
Relationship for Granted
“We had this vendor who everyone really liked and the rela-
tionship was always smooth. It was so smooth that we let our guard
down a bit and stopped doing our homework the way we should.
One day, it came to our attention that he was charging us a very
high price for a particular service. When we confronted him, he
admitted that ‘he had room to work’ and would see about getting
the cost down. When he left, we decided as a business that we were
going to end this relationship, because we felt he had used his good
rapport with us as a means to gouge us.” —Vicki G., Vice President
of MarketingThis story illustrates the fact that building rapport with a client is not a
substitute for providing value to the client. At the end of the day, everyone is
in business to make or save as much money as possible. The ultimate buying
scenario is to receive the best value and to have a good relationship with the
seller. But the trade-off between value and a good relationship has its limita-
tions. People often will pay a premium to work with someone they know, like,
and trust; however, that principle extends only so far. If, at any point, they
feel they are being unfairly charged, their trust goes down the tubes.
You may feel that all your clients and accounts love you. You may be the
most charming and likable sales professional on your side of the Mississippi,
but that rapport will dissipate like vapor if your clients get the idea that you
are not looking our for their best interests.
GIVE THEM A REASON TO LIKE YOU
“In my business, I’m often required to put together meetings
for clients in hotels and must compete with all the other clients the
hotel staff is catering to at the same time. I’ve witnessed how rude,
abrupt, demanding, impatient, and insensitive some of these other
clients can be, and I have always taken the approach that I simply210 SELLING WITH EMOTIONAL INTELLIGENCE