“Win-Win Selling Is For Losers”. That’s the title of a current post by one of my favorite Sales bloggers, Scott R. Sheaffer. I have a high regard for this fellow Sales Professional’s views. In fact, Scott’s blog, Sales Vitamins, is on my Blogroll. With that set up, you may be expecting me to now say something like, “However, in this case, I think Scott’s all wet.” But I don’t. Actually, I’m in agreement with the views he expressed on this and if you haven’t read this article, I recommend that you do. Still, I think there’s another important perspective to consider.
At the risk of oversimplifying Scott’s message, I’ll say that the essence of my agreement is that it isn’t helpful and can be harmful for a Sales person to use the “We just want to make this a win-win situation” cliche. Scott is completely right that this is a trite expression that takes the focus off of the WIIFM and ignores that the “Me” component of the WIIFM is the Customer. With that said, though the cliched “win-win” expression may be unwise, I believe that the determination to achieve “win-win”, even if unspoken, is quite important. Here’s why:
The smart Customer recognizes that, in most cases, ”win-win” is in their best interest – i.e., it is part of their WIIFM. Regardless of the product or service the Customer needs they do “need” it. In other words, the Vendor is meeting a need that the Customer can’t satisfy on their own. The Vendor/Customer relationship isn’t a one-way street. It is, in fact, a mutually beneficial business partnership. With this in mind, the Customer understands the legitimacy of the “win-win” called “profit motive”. In most cases, their company will have a “profit motive” in mind for their products and services. Beyond this, the Customer understands that its the “profit motive” that makes it possible for their Vendor to keep fulfilling their needs and to get better at doing it. So, even if its only implicit, a Vendor that is determined to achieve “win-win” may be offering just the set-apart that the Customer knows they must have.
It may seem more obvious, on the Vendor’s side, why the “win-win” called “profit motive” is important. Nevertheless, my experience has been that finding this lacking in Sales Cultures is nearly as common as the use of hackneyed Sales cliches. Perhaps, in some cases, the effort to avoid the latter may end up causing the former. I’ve found that this can be avoided fairly simply. I start with pointing out that, though it isn’t always appropriate to bring it up in a Sales presentation, its completely appropriate to want your company to remain healthy. Then, it can be used to help the Sales person mature … when a Sales person is sort of “comfortable in their own skin” – i.e, at peace with the legitimacy of their function within a business process, they tend to become more and more self-assured. And, finally, they learn that there are circumstances where it is appropriate to bring this into the conversation with a Customer. A good example might be in a price versus value selling situation, where the Customer needs to understand that the value provided by “win-win” can be their sacrifice for a competitor’s lower price.
So what do you think? Do you agree that both my perspective on “win-win” and Scott’s are important? Is one more important than the other? Let us know your views so others can benefit from your experience too!
