NFIB

The Fine Line Between Eager and Anxious
03/ 22/ 2002

You've started your own business and are beginning to take on customers. Suddenly, an extremely large and important contact comes your way. If you could secure the account, it would give your company a tremendous boost. When speaking with the potential customer, you certainly want to appear capable of performing the required work and eager to do so. But you don't want to appear overly anxious, because it may cause the customer to doubt your company's professionalism. In today's Workshop, Jeffrey Moses discusses how to maintain the line between eagerness and anxiety.

Most start-up companies are hungry to take on new clients, especially those who can bring in so much business that a firm foundation for the future can be established. But when contacting and negotiating with potentially large customers, it's vital not to appear overly anxious. Customers will automatically interpret this as:

1. You don't have enough business and really need this job (in other words, they'll think something might be wrong with your company);

2. You're just starting out and don't have much experience (i.e., you may not be able to do the job properly); or

3. Your sales experience is lacking and may indicate that the entire company is somewhat unprofessional.

To avoid coming across as overly anxious, there are several steps to take:

1. Always compose yourself before speaking with any representatives of your potential customer. Before making phone calls or visiting in person, make sure you have all pertinent information at hand, and understand it thoroughly so that your presentation will be logical and orderly. Take a deep breath. Speak calmly and slowly.

2. Don't just phone the customer on the spur of the moment. Always have a valid reason for making contact. Each new contact should be a positive step toward securing an ongoing relationship with the customer. Remember, busy people don't want to be bothered by inconsequential interruptions.

3. Don't become nervous and talk too much during a sales call. This is a common human trait, but it can make you seem anxious and unprofessional. Center yourself and listen more than you talk.

4. Consider staging a dress rehearsal before important meetings, practicing with some of your co-workers. Have them apply pressure, fire questions at you, and even take the role of asking why you should be selected over your competitors.

4. Always listen to your customers' situations and base all your sales presentations on solving needs. People will respect you more when they see that you have carefully analyzed their unique situations and have presented well-thought out solutions to their problems. For more on this topic, please see the former Workshop: "Information as the Basis for Successful Sales."

5. Always maintain agreed-upon time schedules. If you've arranged to have a quote ready at a certain time, don't be even a minute late. If you call at a scheduled time and your potential customer is out, leave a message so they know you called when you were supposed to. Don't point out the fact that THEY missed the appointment, of course -- just let them know that you were punctual (and professional) from your side.

6. When making presentations to potentially large customers, always remember that, in effect, you are interviewing them to see how well you'll work together in the future. Don't tell them this, of course, but know in your own mind that when customers are overly demanding, they may be more trouble than they're worth in the long run. Keeping this mindset will help you maintain a professional demeanor.

7. Finally, always be aware that no single customer will ever "make or break" your future. Do the best job you can, keeping all the above points in mind. Go the extra mile addressing customer needs. Stay calm and professional, and you'll do fine.

01.15.01

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