Working With The Well-Informed Client

You’re sitting at your desk trying to clear up some paperwork when the phone rings.  You answer it, and the receptionist asks if you would please step out front and talk with a client who’s just walked in asking about the new model.  You say, “Yes, I’m on my way” and with a quick glance in the mirror, you head up front. 

As you walk toward the prospective buyer, you notice he (or she) is holding a folder overflowing with papers, a copy of the latest Consumers’ Reports Buyers’ Guide and a clipboard.  He is scowling slightly as he sees you and is obviously making quick judgments about your appearance.  Do you 

1. walk past the client (smiling briefly) and head out the front door to look for another job?
2. do an immediate u-turn and head for the restroom, mumbling something about a sudden attack of the stomach flu?
3. smile broadly at the client, offer your hand and thank him for coming in so obviously prepared?
4. say hello to the client, tell the receptionist that you have an appointment with another client 10 minutes from now and ask could she please call another sales person to work with this client?

If you answered “a”, “b” or “d”, this article could help you to make you big money down the road.  If you answered “c”, you probably know much of what is contained in this article, and will pick up a few pointers to help fine-tune your process.

When someone arrives at your place of business who has taken the time to research his or her purchase, you most often have a client who is planning on purchasing your product.  (S)he is someone who will buy from you if you earn the right to be the one from whom the purchase is made.  Easy, you say?  Yes, it is…  but only if:

1. You’ve done your homework and

2. You know more than most of your counterparts and

3. You offer additional information that the client doesn’t already have and

4. You treat the client the way (s)he wants to be treated.

 Yikes!

Let’s start with where you need to be when the well-informed client first walks in or calls.  You need to have done your homework and know not only where your clients get their information but also what that information is.  How do you do this?  Ask them—but not first thing. 

You must first earn the right to ask by offering the client something… a sincere complement.  Something as simple as,

“You have apparently spent quite a bit of time researching your
            purchase decision.  I love it when a client comes in well-informed,
            because it makes my job so much easier.”

This simple statement will let clients know that not only will you respect them and their information, but also that you have a history of successful dealing with others who were similarly prepared.  This, by the way, puts you in the minority (a good thing for you).  In most cases, this will also allow a client to comfortably share what information (s)he possesses and where it was obtained.  You may even be able to make copies of the information for future study and/or use.  After talking with a few clients, you will have a significant amount of material and many ideas as to where you can find more.