Customer is always right, it is our job to help them discover what they want.
Every time a man comes into our shop asking to get a project done, they pretty much know what they need, it is responsibility of the sales professional to understand the customer, and then based on a deep analysis of his needs sell the appropriate solution.
You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new. –Steve Jobs, Apple CEO.
Its a common thing to hear that Henry Ford once said: If I had asked people what they wanted, they would have said Faster Horses.
People is well aware of their needs, in the times when Henry Ford was building an emporium, they new they needed to get from one place to another faster. Then it is perhaps logical to assume that the current transportation means can be improved in order to meet those needs, changing the transportation from horses into model 5’s was innovation!
People is reluctant to change, and both things are equally inevitable.
Ford knew he was right, he needed to change the paradigm of cars into something better, into something new, for this he decided to prove himself and his customers, how a horseless car was in many ways better than the traditional transport means, he sold the world into the idea of a modern vehicle.
Therefore, if we analyze the plot of the story, we could conclude that not only shall we expect our customers to be reluctant to change, but that a sale will be made, either we as the experts sell our customer into the idea that a modern product will serve better his needs, or he sells us into the idea that he only needs a small set of changes to his current solution.
I am not trying to get you to upgrade all your customers, the purpose of this post is to help you understand that we the sales professionals are entrusted by our customers to help them get the best possible solution. Also, to remember that you are the sales professional, it is your responsibility to sell your customer into the right solution, to expect and face his reluctancy, to prove how much benefit will come from making the right choice, it is not the big commission check you are going to get at the end of the month, it is all the subsequent checks you are going to be making for the rest of your life from the referrals of your current customer.
Never compromise your principles, developing low quality products for couple of bucks may seem such a great deal when we are young and unexperienced, but it wont bring the big cash in tomorrow. It is better to refuse a sale when you know that you customer does not fully understand what he needs, than just taking his money once. However, before turning any proposal down you should make everything in your power to convince your client to commit to your suggestions.