“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is” – Scott Cook
Most of us have a product line. And all of us at least have an offering. Unless we’re in the small percentage of companies that are offering uniquely differentiated proprietary products, we also all have similar competing products. The key word here is Product. Just because we have competing products, does not mean that we all have similar competitors. What’s the difference? And why am I seemingly commoditizing all of our offerings? Let me explain…
So much more of our inherent value as sales organizations is not in knowing what products we offer, but in knowing what the products we offer do. Sticking to my own wheelhouse of construction chemicals, the examples of a technical rep making or breaking themselves due to technical expertise are countless. We all know, too well, the overheard conversation of a product recommendation over-promising on functionality and/or project scope. The over zealous sales rep quick to state, “it should work in that application.” This is the sound of a disappointed client, upset customer, stressed rep, tarnished brand confidence, and ruined future relationship flushing down a toilet. And all of this could be avoided with a truthful statement such as, “I don’t know”, or “I’m not confident recommending this product for this application.”
When I started my recently new position, I jumped on a conference call with a new customer with great potential. In this call, we discussed a specific application, and a high-ranking member of our team responded, “I wouldn’t recommend that yet, we still have a lot of testing to do.” This was music to my ears. I automatically knew that I was in the right place. I’m quite confident that this sincerity only leads to more confidence from our customers, which fosters a better relationship. And whether you know it or not, often times the end-user on the other line is just as knowledgeable on application. They often times know the right answer, but want to see if you do too. You’ll always get second and third chances to guess right. But you typically never get a second chance to guess wrong.
Be confident in your products, and what they can do. But I genuinely believe that amateur technical support ends with what products can do, and true technical expertise starts with knowing what they can’t. Support your products and service with conviction in both.