Imagine for a moment that you have an elephant standing in your office right now.

A huge, gray, long-eye-lashed beauty weighing in about 6 tons; really big feet, long trunk and she's not going anywhere.

You would think that would be something to talk about - wouldn't you?

How would you react if everyone came into your office and didn't say a thing about the elephant?

You'd think you were losing your marbles or that they were!

Well - guess what lady ...

This is what YOUR potential customer is thinking about you.

So What's The Elephant You Need To Talk About?

So you've attracted a potential customer and you're either on the phone with them or in their office.

You're doing an excellent job (or so you think) of interviewing the customer and finding out what their needs are.

Look Down Lady - There's An Elephant On Your Foot!

(And this is a pachyderm in dire need of a pedicure.)

This is the ELEPHANT that hardly anyone ever asks about with their potential customer:

"Who was your previous supplier and why are you unhappy with them?"

Don't be sooooooo afraid of mentioning your competition because you're terrified you'll lose the sale too.

A BIG, elephant-sized mistake that would be.

Pssst. You need to know what your customer's expectations are of you.

You need to know what made them so unhappy with their last supplier that they dumped them (or are considering it)

Why?

Because if you don't ask about the elephant - I can pretty much guarantee you'll make the SAME MISTAKE as the other guy and you'll get dumped too.

Remember - Your Client Has A Memory Like An Elephant

Oh yeah. And they have a hot button that was pushed by your predecessor. And if you slip unintentionally - you'll get the butt-end of the elephant as well.

You need to know what the hot button is AHEAD OF TIME so you can make sure what you're offering will not only MEET but exceed their expectations.

A pretty simple concept that will stop you from feeling like Dumbo.

So there.

Love From Your Bossy Sales Diva,

Kim