All posts tagged: buyer

The Disloyalty of Customers


Scott's Monday Morning MessageThere’s an “affair” going on and it’s not just a tacky television series on the Showtime network.

Thousands of people are deemed unfaithful every day, including:

  • Hiring managers who circumvent their corporate recruiters.
  • Managers who work with a staffing vendor not on the approved list.
  • HR leaders who agree to work exclusively with one recruiting firm, yet, still give business to others.

Why does this happen? A human resources executive in Kansas City, Missouri recently said:

“I have a rolodex of ten agencies. One is our preferred staffing vendor; the other nine our backups. If the first one can’t fill the job today, I call the rest. The next one that appears able to fill it gets my business. I know I’m not alone in this. My colleagues tell me they do the same thing.”

Faithful business relationships are a two-way street. On the recruiting side, this means continuing to deliver quality and increasing the speed of delivery. 

If you don’t deliver fast and accurate hires, chances are that your customers are glancing over their shoulders. They’re looking for a more attractive partner who better meets their needs. 

Scott WintripThe Disloyalty of Customers
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Why Aren’t Buyers More Loyal?

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Scott's Monday Morning MessageI bet many reading this share my love of great coffee. We each go to a particular coffeehouse, knowing that our desire will be satisfied. Our loyalty is born out of the quality of the brew and being able to get it each time we walk in the door.

However, let’s say that next Monday my go-to provider runs out of coffee. No problem. I just grab a cup of inferior joe at the office.

On Tuesday, the same thing happens. They run out again. No time to stop somewhere else, so another mug of inferior joe.

Wednesday, I leave a little earlier from the house, just in case. And good thing I did. They’re out again for a third day in row.

Just a few blocks away is a competing coffeehouse. Not only do they have a dark roast; it’s just as good as my favorite. Or make that, former favorite. Because now I go to the new place each day.

I guess it was time for a change. One that happened simply because my trusted source wasn’t so trustworthy.

Too many staffing and recruitment firms suffer from this same issue. Buyers need an engineer, office worker, or welder yesterday. But the staffing service often can’t deliver the right people today.

The reason there is so much competition isn’t just about price, flexibility, or value. None of those matter when there is nothing to buy.

Earning the loyalty of today’s buyers requires that staffing and recruitment firms meet all of their needs. In this on-demand world of ours, this now includes allowing people to buy now, not later.

Scott WintripWhy Aren’t Buyers More Loyal?
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The Rush to Judgment

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Scott's Monday Morning MessageHow easy it is to apply previous experience to current circumstances. Such was the case when I emailed colleagues last week about a trip to New York I was on as a chaperone for my son’s thespian troupe. I received responses like:

  • “Ugh, teenagers. Good luck.”
  • “How’d you get roped into that?”
  • “Better you than me!”

This trip was one of the most enjoyable in all my travels across the globe. And my time with these teenagers was filled with laughter, fun, and ease. Had I rushed to judgment when I was asked to attend, I’d have missed out on a once in a lifetime experience with an amazing group of kids.

I’ve heard it said that we determine how we feel about people we meet in the first seven seconds. In addition, the relational nature of our brains immediately compares what’s in front of us to our past experiences. Instead of rushing to judgment, I suggest we all rush to openness, allowing relationships to unfold and situations to develop without undue influence of our internal filters. The buyer, candidate or individual we are dealing with may just be part of a once in a lifetime opportunity if we just get out of our own way.


Join me this Tuesday for the Inspired Recruiting Program
Some interactions with candidates almost seem to be divinely inspired, while others feel like you’re trudging through mud and muck-getting nowhere fast. What’s the cause of these very different scenarios? Learn more

Scott WintripThe Rush to Judgment
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Buy from Your Own Company

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Wintrip Consulting Group : Take No PrisonersTake No Prisoners is a free weekly memo from Scott Wintrip that explores how Radical Accountability prospers companies and changes lives. Instead of taking people hostage with outdated, heavy-handed, and ineffective methods of management, measurement, and motivation, Radical Accountability focuses on creating an unwavering responsibility for getting what matters most done.

Would you buy from a company like yours? When put to the test, many leaders have had to say “no.”

Without spending a dime, you can act like a buyer of your firm’s services. Watch closely how your salespeople sell, service staff provide service, operations staff operate, and recruiters recruit and then, ask yourself: “Would I want to be treated like that?”

Most leaders, when they set aside their natural biases, openly admit that the experience delivered by many on their team could benefit from improvement. Leaders who guide their teams to create experiences that even they themselves would want to be a part of are creating the most profitable and sustainable companies.

This Week’s Radical Accountability Activating Action: Shop your own company or have a trusted outsider do this for you, sharing the experience with you every step of the way. Use this information to create a better outcome for your customers.

Four Steps to Better Client and Candidate Satisfaction
Want to be seen as truly different and better than your competitors? Here’s how to immediately differentiate your firm… Read more

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Scott WintripBuy from Your Own Company
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Selling is Simple…So Why is it So Hard?

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Scott's Monday Morning MessageMore people fail than succeed at selling staffing and recruitment services. One element that raises the level of difficulty is that we sell the only product on the market that can change its mind. The bigger, underlying issue, however, is not the product but the approach to selling itself.

Buyers, be they candidates buying into opportunities or hiring managers acquiring the services of the talent we represent, always believe themselves but only sometimes believe those who sell. Yet, most people who sell to these buyers attempt to convince them to buy.

By letting the better salespeople sell and the better closers close, which are always the clients and candidates, sales and margins quickly increase, as does the reputation of our industry. This simple approach simply requires facilitating conversations that allow these buyers to do all the convincing that they need what you have to offer.

Knowing this, why would we sell any other way, unless making things hard on ourselves is the real, ultimate goal.


Four Steps to Better Client and Candidate Satisfaction

Want to be seen as truly different and better than your competitors? Here’s how to immediately differentiate your firm… Read more

Scott WintripSelling is Simple…So Why is it So Hard?
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Make Price Scalable, Never Negotiable

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Scott's Monday Morning MessageA terrible choice made by many in staffing and recruiting has been in negotiating fees and bill rates, with divulging proprietary information, such as markups, coming in a close second. Some people say “the horse is already out of the barn,” insinuating we’re stuck with these issues as a permanent condition. Last time I checked, the only permanent condition in life is death.

A growing number of companies are having tremendous success in scaling price, a far better solution for all parties. If a customer wants to pay less, the value they receive scales down proportionality. Those that want more pay for that value.

Never, ever, should any firm in our business simply lower price without removing value. Doing so sends a clear message to buyers that fees and bill rates are always inflated, since firms can simply change the digits without impacting the level of service. Bottom lines aren’t the only thing to suffer as credibility takes a hit every time this occurs.

What’s also highly encouraging is that price, more and more often, never comes up for those who provide buyers with multiple options. A basic level of service that gets the job done is offered at a fair price, with escalating value options being provided at an escalating price. Buyers still get a “deal” as they elect what they receive and spend.

Savvy leaders who require their teams to always scale, never negotiate, have watched those horses go back in the barn all on their own. For those who choose to continue dickering over price, good luck in dealing with the crap from rampaging stallions.


GAINThis Week on GAIN: Learn about the five barriers to success. You’ll also receive access to a process for removing these hurdles, allowing you to more rapidly increase margins and gain market share. Access GAIN now

Scott WintripMake Price Scalable, Never Negotiable
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Compulsive Buying – Scott’s Sales Yoga Thought for the Day

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Why is it that buyers continue to purchase services and products inferior to those delivered by your company? Momentum is the cause and the cure.

If what you offer is truly better, the buyer has to stop focusing all of his energy on the current provider and shift some of that your way. The temporary deflection of momentum accounts for only 10% of his energy and attention; the other 90% is what keeps him in the current purchasing pattern. This is why buying is compulsive—people stay with what they know even when it’s less than ideal. The compulsion to buy from you must be greater than the momentum of the status quo.

Attempts to convince, cajole, or coerce people rarely, if ever, works to overcome their current compulsive buying. This is why, in Sales Yoga, we practice Front of the Box Marketing to attract attention, then create buying experiences through Sales Flow, living by the mantra:

Buyers always believe themselves, but only sometimes believe you.

Nothing shifts momentum more powerfully and completely than when decision-makers convince themselves to let go of compulsive buying that does not serve them as well as being served by you.

Compulsive Buying

Scott WintripCompulsive Buying – Scott’s Sales Yoga Thought for the Day
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Stop Chasing the Deal

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Chasing deals and working closest to the money have been common practices for decades in selling…and they illustrate what is wrong with the profession. When salespeople chase deals and focus too much on making a buck, the buyer gets lost in the process. It’s little wonder that virtually no one likes to be on the receiving end of a sales pitch.

Stop chasing the money and start chasing mutual ROI (defined as the needs of all parties being met). When done right, the buyer gets what s/he needs (i.e., a product, service or something of value) and the seller gets what s/he needs (i.e., compensation, an account or something of value). Value is transferred to the customer and the salesperson and his or her company are equitably compensated since mutual ROI creates an equitable quid pro quo.

Everyone can win when salespeople go after the right thing.

Less than ten days left to save on enrollment in the Open More Door, Close More Deals subscription series.

Scott WintripStop Chasing the Deal
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Will the Real Buyer Please Stand Up?

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Like a predator disguised as an ally, there are numerous people out there posing as buyers who will consume your time and energy, leaving you with zero ROI for your effort. Yet, salespeople keep going back to these same people, over and over again, engaging in the irrational belief that it will somehow be different, this time. Yes, procurement, vendor relations, HR, and other influencers and gatekeepers are part of the buying process and must be treated with respect. However, it is unethical to put these individuals in the unfair situation of having to think, act, and behave like the buyer, when they are not. The true economic buyer, who is the ultimate decision-maker, has the final say and must have a direct line of access to you, their consultant and adviser for making the best decision. Without that, it’s like that old game of telephone many of us played in primary school where a message was passed from person to person, ending up distorted, inaccurate, and biased by the perceptions of each listener.

How do you know you are dealing with the actual buyer? By finding and focusing on the person who will make the final decision with or without input from others. When you are interfacing with someone who has a choice as to what to do with feedback they receive from peers, subordinates, and superiors, you are dealing with a fully autonomous buyer. By building a solid relationship with that individual while effectively and respectfully interacting with influencers and gatekeepers, you and the customer will end up with better outcomes.

Scott WintripWill the Real Buyer Please Stand Up?
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