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Slamming Doors

-- contributed by Hetrick Communications

How many times have you stopped marketing your service because you discovered that the client you seek has a relationship with one of your competitors?

It's the honorable thing to do - quickly excuse yourself, wish the potential client the best, and steer clear in the future.

It's also a mistake. We recently talked with a man we'll call Bob. Bob's run a professional service firm for decades. And in all those years, he says he's never asked someone to hire his firm if that person already has a relationship with one of his competitors. "If they're happy and getting the service they need, they should stay with that firm," Bob says.

That doesn't mean, however, that Bob then disappears from the potential client's radar screen.

Let's say Bob has an opportunity to pitch his services to Jane, CFO of a local manufacturing firm. Jane thanks Bob for the attention, but says she's already working with ABC Corp. What does Bob do?

Obviously, he thanks Jane for her time. But he also tells Jane directly that, should she become dissatisfied with ABC Corp. for any reason, he hopes she'll give him a call. Then, whenever Bob sees Jane in public, he makes a point of saying hello. He doesn't pursue her, he doesn't "sell" her, but he also doesn't avoid her.

Such tactics seem simple, but not many people employ them. In fact, too many people would slam the door on Jane. Some might even develop a grudge against her, avoiding her in public or even bad-mouthing her to others.

Bob doesn't. But he also doesn't try to steal clients. He simply makes his case, lets the client know he'll be around, remains polite, and waits. And over the years, he says, he has gained a number of clients as a result.

How many doors have you slammed?

Well said.
"Acceptance on someone else's terms is worse than rejection."
Mary Cassatt

>> View more articles from Hetrick Communications.

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